The Hispanic online population increased by 3.3 million users during the last 11 months, according to statistics released by comsCore. The total number of Hispanics using the internet in January 2010 was of 23,625,000. (for February 2009 figures click here). The increase is primarily due to new enumeration estimates which have better inclusion of cell-phone only households (which are more prevalent among US Hispanics).
The January 2010 data collection is based on the Media Metrix 360 approach. Josh Chasin, Chief Research Officer at comScore, recently told Portada that there are essentially two ways of measuring online audiences; one panel-centric, through person-oriented measurement panels, the other approach is site-centric, consisting of data obtained by publishers putting tags on their websites to register unique visitors, page views etc…Media Metrix 360 is a hybrid and factors in the audiences measured by both methods. The February 2009 figures was panel centric based. The 3.3 million increase is, therefore, also a result of the new 360 measuring method, which tends two show larger audiences.
In addition, Portada had access to comScore Media Matrix Data about the Top 20 Properties visited by Hispanics in January 2010.
Compared to prior rankings, the audience increase of Facebook is striking. It is also interesting to see that no Hispanic online pure play is among the top 20 players.
Total Unique Visitors (000)
Total Internet Hispanic All
Top 20 Properties (Panel Only)
Fox Interactive Media
Wikimedia Foundation Sites
Weather Channel, The
Source: comScore Media Metrix