U.S. Hispanic Unique User Rankings: 6 Things You Need to Know

Our monthly unique user rankings of the top properties visited by U.S. Hispanics and the  overall U.S. population provide interesting insights (besides the almost obvious fact that Google continues to lead, ha!) . 6 Things you need to know about how top destinations fared in October 2015.

1. Despite all the Talk, Yahoo is a Major Force

Yahoo's board is currently assessing its future (options include to sell its core Internet business ), due to the company's slow progress in increasing its profitability. Yet, as the below rankings show Yahoo is still a force to be reckoned with (ranked second overall and fourth in the U.S. Hispanic market), with more than 148 million uniques in the overall U.S. market (above Facebook, although time per visit and frequency are much higher on Facebook).

2. Mode Media's High Ranking Reflects Popularity of Lifestyle and Fashion Vertical

Perhaps relatively surprising is the fact that fashion and lifestyle online media company Mode Media is among the top 10 properties both in the U.S. Hispanic and general market. The other 9 properties are mostly usual suspects (e.g Facebook, AOL, Wikipedia, Yahoo, Microsoft etc...). Mode Media, which used to be known as Glam Media, is a privately held digital lifestyle media company with more than 10,000 lifestyle creators. Mode's success also highlights the popularity of the fashion and lifestyle verticals.

3. NBC/Telemundo Doesn't Make the Top 10 Sites For U.S. Hispanics

While Comcast/NBC Universal sites (which include Telemundo) is the 10th largest destination in the overall market, they don't make the top- ten list among the most visited properties by U.S. Hispanics.

4. Univision is not Among Top 10 Properties visited by U.S. Hispanics (Either)

Another interesting insight is that while Univision (and Telemundo, see above) are the leading media when it comes to Hispanic broadcast viewers, both companies are not among the 10 most popular for Hispanic online audiences.

5. Apple, Strong with U.S. Hispanics

Apple's digital destinations are ranked number eight among the U.S. Hispanic users and can not be found among the top-ten of the overall market. This may be related to the fact that Hispanics over-index in music consumption services such as Apple's iTunes.

6. Similarly to Yahoo, Microsoft Should Not Be Forgotten Either as a Major Online Destination

Microsoft recently outsourced most of its Advertising Sales business to AOL/Verizon. This is a part of their new CEO's strategy to concentrate on the content (and not the ad-sales business.) Ranked number fourth with 144 million uniques in the overall U.S. market and second (!) among U.S. Hispanic users.

U.S. Ranking

Source: comScore, United States, and Work, PC/Laptop Only                               Total Unique Visitors (000) October 2015, Home Total Unique Visitors (000)
Total Internet: Persons: 6+ 232.179
1 Google Sites 203.570
2 Yahoo Sites 148.215
3 Facebook 145.344
4 Microsoft Sites 144.151
5 Amazon Sites 106.766
6 AOL, Inc. 100.461
7 Mode Media 71.813
8 CBS Interactive 64.362
9 Wikimedia Foundation Sites 58.731
10 Comcast NBCUniversal 55.140

 

U.S. Hispanic Ranking

Source: comScore, United States, and Work, PC/Laptop OnlyTotal Unique Visitors (000) October 2015, Home Total Unique Visitors (000)
  Hispanic All:  Persons: 6+ 30.245
1     Google Sites 26.604
2     Microsoft Sites 18.479
3 Facebook 18.413
4     Yahoo Sites 17.769
5 Amazon Sites 11.632
6     AOL, Inc. 10.922
7 Mode Media 8.050
8 Apple Inc. 6.948
9 Wikimedia Foundation Sites 6.431
10 CBS Interactive 6.251

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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