Entertainment and Social Networking, most visited Content Categories by Hispanics

Entertainment sites were the most visited by Hispanics in terms of content categories, according to February 2010 data, we just obtained from ComScore Media Metrix. Entertainment sites, with 16,6 million unique visitors were followed by Social Networking sites  followed with 13,7. General News ranks 3rd with 7,9 millions and Sports 4th with 7,4.

Anyone attempting to reach US Hispanics should understand the behavior of this growing online population.

According to the tables below, Hispanics continue showing a predilection for social networking and entertainment sites, users in these sites are very engaged, therefore offering strong marketing opportunities. 

Top Entertainment properties: YouTube Leadership

In this category YouTube leads with 10 millions unique visitors, followed by iTunes with 4.5 millions. The Spanish language media company, Univision, is in 7th place with 2.7 millions unique visitors. In order to better understand these numbers, the recent YouTube-Univision agreement has to be taken into account.  Beginning Q1 2010, the video-sharing site owned by Google Inc., started carrying Univision Communications Inc. programming to lure Spanish-speaking visitors. As we informed last November, the deal is non-exlusive for either party. Currently, Youtube pulls in content from Azteca America and Batanga in the U.S. These partnerships may explain YouTube’s leadership in the category.

 

Total Unique Visitors (000)

    Total Internet Hispanic All

20.875

    Entertainment

16.601

    YOUTUBE.COM*

10.033

    iTunes Software (App)

4.580

    CBS Interactive

3.842

    Viacom Digital

3.773

    Vevo

3.686

    MySpace Music

3.027

    Univision Communications Inc

2.777

    Break Media Network

1.788

    AOL Music

1.761

    Turner Sports & Entertainment Digital Network

1.678

Note: Top Sites - U.S. Hispanic - Based on panel-only methodology – Feb. 2010
Source: comScore Media Metrix
Audience: All Persons at U.S. Home/Work Locations

 

Top Social Networking properties: MySpace leads, Sonico only Latino pure play

Interestingly, MySpace is the category leaders among Hispanics with 13.7 millions and Facebook is far in second place with 6.8 million.

 

Total Unique Visitors (000)

    Total Internet Hispanic All

20.875

    Social Networking

13.741

    MySpace

6.832

    FACEBOOK.COM

6.675

    Windows Live Profile

2.801

    TWITTER.COM*

1.620

    HI5.COM

1.615

    DEVIANTART.COM

633

    SONICO.COM

577

    Classmates.com Sites

574

    LINKEDIN.COM

498

    NING.COM

489

Note: Top Sites - U.S. Hispanic - Based on panel-only methodology – Feb. 2010
Source: comScore Media Metrix
Audience: All Persons at U.S. Home/Work Locations

Top General News properties: Yahoo!

 

Total Unique Visitors (000)

    Total Internet Hispanic All

20.875

    General News

7.994

    Yahoo! News

3.386

    CNN

2.455

    MSNBC

2.170

    AOL News

1.518

    ABCNEWS DIGITAL

676

    FOXNEWS.COM

431

    BBC News

383

    Examiner.com Sites

364

    CBS NEWS Digital

321

    SLATE.COM

232

Note: Top Sites - U.S. Hispanic - Based on panel-only methodology – Feb. 2010
Source: comScore Media Metrix
Audience: All Persons at U.S. Home/Work Locations

 

Top Sports properties: Yahoo! and CNN

 

Total Unique Visitors (000)

    Total Internet Hispanic All

20.875

    Sports

7.468

    Yahoo! Sports

2.608

    ESPN

1.276

    NBC Sports

907

    FOXSports.com on MSN

891

    Fantasy Sports Ventures

676

    NFL Internet Group

593

    AOL Sports

549

    Sports Illustrated Sites

488

    World Wrestling Entertainment (WWE)

421

    CBS Sports

394

Note: Top Sites - U.S. Hispanic - Based on panel-only methodology – Feb. 2010
Source: comScore Media Metrix
Audience: All Persons at U.S. Home/Work Locations

The general General News and sports categories are both led Yahoo!. In General News the Company reaches 7..9 millions users and in Sports 2.6, followed by the 1.2 million of ESPN. Neither of the two categories has a Spanish language or Latin American pure play among the Top 10.

 

Top Health properties: WebMD is the King

 

Total Unique Visitors (000)

    Total Internet Hispanic All

20.875

    Health

6.920

    WebMD Health

1.193

    Everyday Health

1.177

    Yahoo! Health

714

    About.com Health

547

    HealthGrades

405

    Healthline Networks

405

    Health.com Integrated Solutions

336

    HealthGuru Sites

326

    LIVESTRONG - eHow Health

321

    QualityHealth

311

Note: Top Sites - U.S. Hispanic - Based on panel-only methodology – Feb. 2010
Source: comScore Media Metrix
Audience: All Persons at U.S. Home/Work Locations


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