Social networking among online Hispanics tripled between 2005 and 2006, according to a recent research report by Forrester Research. The report shows that half of online Hispanics partake in at least one of five social computing activities, including blogging, maintaining personal Web pages, and commenting on discussion boards.
At the top of the social networking site list (see below) is MySpace, with 31% of Hispanics visiting at least once a month. The report, written by Forrester’s Tamara Barbers, notes that “The message is clear for interactive marketers: Brands aimed at young Hispanics should tap into social computing activities and include blogs and social networking sites in their media plans.”
Hispanic specific sites, important players for Spanish-dominant Hispanics
When it comes to Spanish-dominant Hispanics, Hispanic specific sites play an important role. These sites include VoyMusic, Batanga, PlanetaTV.com and VoyTV.com.
According to Forrester’s Barber, “Hispanic-focused entertainment sites reach a valuable niche. Brands looking for young, entertainment-focused, Spanish-preferring online Hispanics should still look to the variety of smaller Hispanic-centric sites that cater to this crowd. For instance, McDonald’s, Sprint Nextel, and Chevrolet are all advertisers on Batanga.com..”
Most Visited Websites (% of Hispanics that answered “which of the following websites do you visit regularly, at least once a week?”)
All Online Hispanics
Source: Forrester Research