Profile of Hispanics Online

Hispanics are entering cyberspace more quickly than other ethnic groups – Internet use jumped 7.4 percent in 2004 after an 8 percent spurt in 2003. The typical Hispanic-American Internet user is age 28, slightly more likely to be male and unmarried, according to a study by the Association of Hispanic Advertising Agencies. Half of all Hispanic-American Internet users are Spanish-language dominant, meaning that they speak Spanish at home more than English (Preparer’s Note: this could be attributed to their family-oriented lifestyle and may not necessarily affect the way younger Hispanics use the Internet).This particular study found that: • Hispanics spend almost 5-1/2 hours online weekly • 71 percent of their usage is from a home computer • 75% use the Internet for email • 60% to get news • 54% to listen to music • 43% to chat A March 2004 study by AOL/Roper ASW shows that 14 million Hispanics in the US are online. While this is already an impressive number, the growth rate is even more impressive. About 20% of online Hispanics had connected their households to the Internet less than six months earlier. More than half who were not yet online expected to connect within the next two years. The more Latinos connect online, the less time they spend with other Spanish media, such as print or TV. Marketers will increasingly want to reflect this shift in media consumption in their advertising budgets.
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