The World Cup is the number one topic of the month online and Hispanics are leading the way in the US. Univision, one of the few that stream live matches for free, is the second most popular site. A Hitwise study notes that: “the World Cup Coverage websites are more likely to be visited by Internet visitors of Hispanic descent”. Also, Latino Nuevo, Aspiring Hispania and Nuevo Hispanic Families ranked among the top websites.

Visits to a custom category of websites with World Cup Coverage increased 69% last week as compared to the previous week. The World Cup section of Yahoo! Sports captured over 1/3rd of visits for the week ending June 19, 2010 followed by Univision Futbol (one of the only official websites streaming all of the games online for free) and the official FIFA website. Last week, 63% of the visitors to Yahoo! Sports World Cup 2010 and 72% of the visitors to Univision Fútbol were returning visitors, meaning they had visited the website in the past 30 days and both websites are retaining visitors during the first full week of the tournament. The average visit time on the FIFA website was the highest in the category at 19 minutes and 23 seconds last week.

Overall in the US, the World Cup Coverage websites are more likely to be visited by Internet visitors of Hispanic descent. The top Mosaic segments which over-indexed against the overall online population for visitation to the World Cup Coverage custom category of websites were Latino Nuevo, Aspiring Hispania and Nuevo Hispanic Families. Together the three segments represented nearly 14% of all visits to the category. Latino Nuevo also ranked 2nd for overall share of visits to the category behind Urban Commuter Families with 8.76% for the 4 weeks ending June 16, 2010.

Source: Heather Dougherty, Hitwise

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