Hispanic Online Population Reaches 20.3 million Visitors

ComScore, Inc. today released a report on the U.S. Hispanic Internet market, finding that the Hispanic online population reached a record 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market. During the past year, the growth of the U.S Hispanic Internet audience outpaced that of the total U.S. online population in terms of number of visitors, time spent and pages consumed, as Hispanic online adoption and engagement accelerated.

"It's well known that the Hispanic market is a growing and increasingly important segment to advertisers and marketers," said Jack Flanagan, executive vice president of comScore Media Metrix. "However, any business attempting to effectively reach this segment needs to understand the behavior of the U.S. Hispanic online consumer as a fundamental component of their marketing and media strategies."

Hispanic Online Audience Growing Faster than Total U.S. Internet Market

The U.S. Hispanic online population reached 20.3 million visitors in February 2009, an increase of 6 percent from the previous year. Hispanic Internet users also exhibited a surge in online engagement, including strong increases in time spent and pages consumed. The total amount of time spent online by Hispanics increased 6.9 percent in 2009 (3.9 times faster than the total U.S. online population), while total pages consumed grew 6 percent (3.6 times faster than the total U.S. population).

 

Growth in Internet Usage: U.S. Hispanic Internet Population vs. Total U.S. Internet Population
February 2009 vs. February 2008
Total U.S. - Home, Work and University Locations
Source: comScore Media Metrix

Percent Change
Feb-2009 vs. Feb-2008

  Total U.S.  Internet Audience Total U.S. Hispanic Internet Audience
Total Unique Visitors

3,9%

5,8%

Total Minutes

1,4%

6,9%

Average Minutes per Usage Day

4,4%

7,7%

Total Pages Viewed

1,3%

6,0%

Total Visits

-1,8%

5,4%

Average Visits per Usage Day

1,1%

6,1%

 

U.S. Hispanics are Heavy Online Entertainment Consumers

Though they represent 11 percent of the total U.S. online audience, Hispanics account for just 9 percent of total time spent online. To understand where Hispanics are most likely to consume content online, the study looked at the site categories where they spent an above average share of their online time.

The top ranked category was Community - Teens, where U.S. Hispanics accounted for 18 percent of total time spent in the category, followed by Gaming Information at 13 percent. Other entertainment- and leisure-related categories were heavily represented on the list, including Radio (13 percent), Multimedia (12 percent), Discussion/Chat (11 percent), Instant Messengers (11 percent) and Music (11 percent).

 

U.S. Hispanics' Share of Total Time Spent in Online Site Categories
February 2009
Total U.S. - Home, Work and University Locations
Source: comScore Media Metrix
  

 
U.S. Hispanics' Share of Time Spent Within Site Category
Community - Teens

18%

Gaming Information

13%

Entertainment - Radio

13%

Entertainment - Multimedia

12%

Services - Discussion/Chat

11%

Services - Instant Messengers

12%

Community - Lifestyles

11%

Entertainment - Music

11%

Retail - Computer Software

11%

Retail - Music

11%


"Though U.S. Hispanics are less engaged Internet users on average, they do show a predilection for communication and entertainment online - high engagement activities that offer a potentially strong marketing opportunity," added Flanagan.


Related Articles:

What Does the Growth of Hispanic Online Video Advertising Mean?

Why Social Media Is the 'Fabric' of Hispanics Online

Market Intelligence: 7 Questions About Social Networking Sites Targeting Latinos

Hispanic Internet Users Are 21% More Likely to Download Digital Content

Market Intelligence: Hispanic Online Media Can Charge 3 to 10 times More than General Market


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