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