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The globalization of Pinterest begins with Mobile

Pinterest has been taking over the world, Pinky! And rightfully so. People from all countries and all languages are pinning on this platform at a tremendously growing rate.

A noticeable globalization of Pinterest begun a couple years ago, when comScore started reporting figures of Pinterest penetration and growth worldwide.

Globalization of Pinterest: A more mobile website

This is what Tracy Chou, Pinterest’s software engineer and a key player in the redesign had to say about it on their blog:

“As we launch in new countries around world, we want to make it easy for everyone to access Pinterest—no matter where you are or what device you’re using. That’s why we recently updated our mobile website.

Now when you visit pinterest.com on mobile, you’ll see the latest version of Pinterest, with a cleaner design and the same features (like more useful pins and related pins) you’d get on the web or our mobile app.

The iOS and Android apps are still the fastest way to access Pinterest, but if you don’t have the apps, the mobile site is a great alternative. Stay tuned for more mobile updates over the next few months!”

Globalization of Pinterest: Great mobile features

Promotional Pins - Read about the Globalization of Pinterest - Photography credits: Pinterest Blog

Promotional Pins – Globalization of Pinterest

Pinterest strived to provide the same experience to mobile visitors than to those that visit the platform’s web and native app version. With a cleaner, pared down version that includes the “more useful” pins and related pins feature. According to Pinterest, 75% of the platform’s traffic comes from native mobile apps on iOS and Android. With an enhanced mobile browser version of the website, it’s likely that the share of mobile activity will get even greater, as those who don’t have the access to apps will get a similar experience.

 

Globalization of Pinterest: What’s ahead

Pinterest’s own Ben Silbermann, CEO & Co-Founder has announced the full deployment of the promotional pins ad network for September, and a possible next step in opening up new streams of revenue for the company.

by Havi Goffan

Photography credits: Pinterest Blog

30% of Pinners prefers to be on Pinterest rather than watch TV
Reverse Showrooming: how to leverage the power of Pinterest
learn to say no

learn to say no

Next Quote? funny inspirational quotes on every post!

The globalization of Pinterest begins with Mobile

Pinterest has been taking over the world, Pinky! And rightfully so. People from all countries and all languages are pinning on this platform at a tremendously growing rate.

A noticeable globalization of Pinterest begun a couple years ago, when comScore started reporting figures of Pinterest penetration and growth worldwide.

Globalization of Pinterest: A more mobile website

This is what Tracy Chou, Pinterest’s software engineer and a key player in the redesign had to say about it on their blog:

“As we launch in new countries around world, we want to make it easy for everyone to access Pinterest—no matter where you are or what device you’re using. That’s why we recently updated our mobile website.

Now when you visit pinterest.com on mobile, you’ll see the latest version of Pinterest, with a cleaner design and the same features (like more useful pins and related pins) you’d get on the web or our mobile app.

The iOS and Android apps are still the fastest way to access Pinterest, but if you don’t have the apps, the mobile site is a great alternative. Stay tuned for more mobile updates over the next few months!”

Globalization of Pinterest: Great mobile features

Promotional Pins - Read about the Globalization of Pinterest - Photography credits: Pinterest Blog

Promotional Pins – Globalization of Pinterest

Pinterest strived to provide the same experience to mobile visitors than to those that visit the platform’s web and native app version. With a cleaner, pared down version that includes the “more useful” pins and related pins feature. According to Pinterest, 75% of the platform’s traffic comes from native mobile apps on iOS and Android. With an enhanced mobile browser version of the website, it’s likely that the share of mobile activity will get even greater, as those who don’t have the access to apps will get a similar experience.

 

Globalization of Pinterest: What’s ahead

Pinterest’s own Ben Silbermann, CEO & Co-Founder has announced the full deployment of the promotional pins ad network for September, and a possible next step in opening up new streams of revenue for the company.

by Havi Goffan

Photography credits: Pinterest Blog

30% of Pinners prefers to be on Pinterest rather than watch TV
Reverse Showrooming: how to leverage the power of Pinterest
learn to say no

learn to say no

Next Quote? funny inspirational quotes on every post!

Females More Likely Than Males to Buy Online in Latin America

Consumers in Brazil and Argentina Most Likely to Make Purchases Online, Females More Likely Than Males to Buy Online in Latin America

comScore, Inc. released results from a study of the e-commerce landscape in Latin America. The study, which surveyed nearly 800 respondents, looked at e-commerce activity across Brazil, Mexico, Argentina, Chile, Colombia and Peru as well as online banking behaviors, mobile activity and Twitter usage. The study found that although the majority of visitors to e-commerce sites in Latin America make purchases online, retailers still face obstacles in converting many consumers to online shoppers due to concerns over transaction security, availability of payment options and the selection of goods available online. The results of the study were also presented to the Latin America E-Commerce Association event held in Bogota on December 1.

Consumers in Brazil and Argentina Most Likely to Make Purchases Online, Females More Likely Than Males to Buy Online in Latin America

Consumers in Brazil and Argentina Most Likely to Make Purchases Online, Females More Likely Than Males to Buy Online in Latin America

“Relative to other global regions, the e-commerce industry in Latin America is still in its infancy, but consumers are showing encouraging signs of adopting the channel,” said Alejandro Fosk, senior vice president of Latin America for comScore. “With 3 out of 5 Internet users in Latin America visiting retail sites each month, it is clear that consumers are interested in online shopping. In order to convert these browsers to buyers, retailers need to address consumers’ concerns about purchasing online in order to help the e-commerce industry develop to its full potential in this region.”

E-Commerce Site Visitors in Brazil Most Likely to Make Purchase

Among those who visited e-commerce sites in Latin America, 79 percent of males reported making an online purchase, while 88 percent of females reported doing so. Across the markets included in the survey, Brazil showed the highest percentage conversion of online e-commerce site visitors to purchasers with 94 percent of visitors in Brazil making an online purchase. Argentina followed at 89 percent, with 84 percent of e-commerce site visitors in Colombia doing so.

Question: Do you make purchase online, in addition to your offline purchases? (Of those that visit e-commerce websites)October and November 2010Source: comScore, Inc.
Percent E-commerce SiteVisitors that MadePurchases Online
Latin America by Gender
Males – Latin America 79%
Females – Latin America 88%
Country
Brazil 94%
Argentina 89%
Colombia 84%
Mexico 82%
Chile 71%
Peru 63%

Security Reasons the Main Concern for Prospective Online Shoppers

Of those that did not purchase online, security ranked as the main concern among prospective shoppers. Specifically, 68 percent of females listed security concerns as a reason why they do not make purchases online, with 48 percent of males reporting this as a reason. Preferring to shop in person rather than online was also a main deterrent to online shopping, with 38 percent of males and 32 percent of females reporting this as a reason. Consumers also reported that type of payment options offered hindered their adoption of online purchasing (35 percent of males, 32 percent of females) as well as shipping costs (30 percent of males, 42 percent of females).

Question: Why do you not make purchases online? (Of those respondents that did not make purchases online)October and November 2010Source: comScore, Inc.
Percent of Latin AmericanConsumers
Reason for Not Purchasing Online Males Females
Security reasons 48% 68%
Prefer shopping in person rather than online 38% 32%
The type of payment options offered 35% 32%
Shipping costs 30% 42%
Not as good of a selection online as offline 13% 5%

3 out of 4 Online Shoppers in Argentina Prefer to Make Purchases at Local Websites

An analysis of consumer preferences regarding purchasing at international versus local e-commerce websites revealed that consumers in Argentina have the strongest preference to shop at local websites with 3 out of 4 consumers preferring this option. More than half of consumers in Brazil and Colombia also preferred shopping at local websites, while slightly more than half of consumers in Mexico, Chile and Peru preferred international websites for online shopping.

Question: If given one option, would you prefer to shop on International or Local Websites? (Of those respondents that make purchases online)October and November 2010Source: comScore, Inc.
% of Consumers
LocalWebsites InternationalWebsites
Brazil 58% 42%
Mexico 49% 52%
Argentina 76% 24%
Chile 49% 51%
Colombia 55% 45%
Peru 48% 52%

Mr. Fosk added, “Across most markets, consumers show little preference for shopping at international versus local e-commerce Websites, revealing that this differentiation is of minor consideration in consumers’ online buying decisions. Both local and international retailers have the opportunity to penetrate the Latin America region.”

i have a feeling that my guardian angel

i have a feeling that my guardian angel

SOURCE comScore, Inc.

August 2010 U.S. Search Engine Rankings

It is really perplexing that with the evident number of online searches, added to the fact that people themselves perform these searches in order to find what they need, are curious about or want to investigate, compare or purchase, that due importance is not placed on Search Engine Optimization. Remember it’s not who you know, it’s who knows you.

Target Latino

*******************************************************************************

Google Sites led the explicit core search market in August with 65.4 percent of searches conducted.

 

U.S. Explicit Core Search

Google Sites led the U.S. explicit core search market in August with 65.4 percent market share, followed by Yahoo! Sites with 17.4 percent (up 0.3 percentage points) and Microsoft sites with 11.1 percent (up 0.1 percentage points). Ask Network captured 3.8 percent of explicit core searches, followed by AOL LLC with 2.3 percent.

________________________________________________________________

comScore Explicit Core Search Share Report*

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch              ________________________                          .

Core Search Entity            Explicit Core Search        Share (%) Jul-10    Aug-10        Point Change

Total Explicit Core Search         100.0%    100.0%               N/A

Google Sites                                      65.8%     65.4%                 -0.4

Yahoo! Sites                                     17.1%     17.4%                    0.3

Microsoft Sites                                 11.0%     11.1%                    0.1

Ask Network                                      3.8%      3.8%                    0.0

AOL LLC Network                           2.3%      2.3%                     0.0

________________________________________________________________

*“Explicit Core Search” excludes contextually driven searches that do not reflect specific user intent to interact with the search results.

Nearly 15.7 billion explicit core searches were conducted in August. Google Sites ranked first with 10.3 billion searches, followed by Yahoo! Sites in second with 2.7 billion (up 3 percent) and Microsoft Sites in third with 1.7 billion (up 2 percent). Ask Network accounted for 598 million explicit core searches (up 2 percent) followed by AOL LLC Network with 366 million.

_________________________________________________________________

comScore Explicit Core Search Query Report

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch                            __________________________             .

Core Search Entity            Explicit Core Search                Queries (MM)

Jul-10    Aug-10                Percent Change

Total Explicit Core Search             15,589    15,695                              1%

Google Sites                                        10,263    10,259                             0%

Yahoo! Sites                                           2,661     2,728                              3%

Microsoft Sites                                       1,712     1,744                              2%

Ask Network                                              588       598                              2%

AOL LLC Network                                   365       366                              0%

_________________________________________________________________

U.S. Total Core Search

Google Sites accounted for 60.5 percent of total core search queries conducted, followed by Yahoo! Sites with 21.0 percent and Microsoft Sites with 12.8 percent. Ask Network captured 3.5 percent of total search queries, followed by AOL LLC with 2.2 percent.

_______________________________________________________

comScore Total Core Search Share Report*

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch                    ________________________           .

Core Search Entity    Total Core Search                   Share (%)

Jul-10    Aug-10                 Point Change

Total Core Search              100.0%    100.0%                          N/A

Google Sites                              61.6%     60.5%                          -1.1

Yahoo! Sites                             20.1%     21.0%                             0.9

Microsoft Sites                         12.6%     12.8%                             0.2

Ask Network                                3.5%      3.5%                             0.0

AOL LLC Network                    2.2%      2.2%                              0.0

_______________________________________________________

* “Total Core Search” is based on the five major search engines, including partner searches, cross-channel searches and contextual searches. Searches for mapping, local directory, and
user-generated video sites that are not on the core domain of the five search engines are not included in these numbers.

Americans conducted more than 16.9 billion total core search queries in August with Google Sites leading with 10.3 billion searches, followed by Yahoo! Sites with 3.6 billion and Microsoft Sites with 2.2 billion.

_________________________________________________________

comScore Total Core Search Query Report

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch                           _______________________      .

Core Search Entity    Total Core Search             Queries (MM)

Jul-10    Aug-10               Percent Change

Total Core Search                  16,673    16,950                          2%

Google Sites                             10,263    10,259                          0%

Yahoo! Sites                                 3,351     3,562                         6%

Microsoft Sites                            2,106     2,166                         3%

Ask Network                                   588       598                         2%

AOL LLC Network                         365       366                         0%

_________________________________________________________

A Note about September 2010 Search Reporting

comScore’s ability to report qSearch data for September 2010 will not be impacted by recent changes in the search landscape, including the introduction of Google Instant Search and Microsoft’s powering of specific channels of search activity within Yahoo! Google’s introduction of Instant Search does not disrupt comScore’s ability to measure search activity consistently, but does introduce a new dynamic that will be addressed in our data collection methodology.

Source comScore

the rat race Lily Tomlin #quotes

the rat race Lily Tomlin #quotes

What do people do with cellphones?

Accessing of social networking sites or blogs also saw significant growth, increasing 2.6 percentage points to 20.8 percent of mobile subscribers.

Accessing of social networking sites or blogs also saw significant growth, increasing 2.6 percentage points to 20.8 percent of mobile subscribers.

Mobile Content Usage

65.2 percent of U.S. mobile subscribers used text messaging on their mobile device in May, up 1.4 percentage points versus the prior three month period, while browsers were used by 31.9 percent of U.S. mobile subscribers (up 2.3 percentage points). Subscribers who used downloaded applications comprised 30.0 percent of the mobile audience, representing an increase of 2.1 percentage points from the previous period. Accessing of social networking sites or blogs also saw significant growth, increasing 2.6 percentage points to 20.8 percent of mobile subscribers.

____________________________________________________________________________

Mobile Content Usage

3 Month Avg. Ending May 2010 vs. 3 Month Avg. Ending Feb. 2010

Total U.S. Age 13+

____________________________________________________________________________

Share (%) of Mobile Subscribers

Feb-10    May-10    Point Change

Total Mobile Subscribers                            100.0%    100.0%        N/A

Sent text message to another phone           63.8%       65.2%          1.4

Used browser                                                     29.6%       31.9%          2.3

Used downloaded apps                                   27.9%       30.0%         2.1

Played games                                                      21.8%       22.5%        0.7

Accessed social networking site or blog     18.2%       20.8%        2.6

Listened to music on mobile phone             13.1%       14.3%          1.2

____________________________________________________________________________

Source: comscore

love it!!

love it!!

Next Quote? funny inspirational quotes on every post!

Consumer Searches on Life Insurance Climb

Target Latino’s note: What I would like to know is  if the growth of the U.S. aging population has an impact on the growth in life insurance searches.
Consumer Searches on Life Insurance Climb

Consumer Searches on Life Insurance Climb

Searches for life insurance information grew to 16.6 million queries, an increase of 15 percent versus the previous year, as more consumers turned to the Web to research policies.


“As more Americans utilize the Internet to research life insurance policies for themselves or family members, it is increasingly important for insurers to have a strong brand presence online,” said comScore director Susan Engleson. “Now more than ever, the Internet is playing an important role in this complex financial planning decision and insurers are experiencing varying degrees of success at meeting online consumers’ needs.”

Consumer Searches on Life Insurance Climb

In 2009, searches containing the term ‘life insurance’ grew 15 percent from the previous year to reach 16.6 million searches. During the same time period, consumers requested 2 million online quotes for life insurance, demonstrating Americans’ increased comfort and reliance on the Internet when shopping for complex financial services.

_________________________________________________________________
Total Searches on Phrases Containing the Term ‘Life Insurance’*
2009 vs. 2008
Total U.S. – Home/Work/University Locations
Source: comScore Marketer
Searches (MM)
2008       2009     Percent Change
Life Insurance Searches       14.4       16.6         15%
_________________________________________________________________
*Based on broad match of the search term “life insurance”

An analysis of the top insurance sites visited following searches including the term “life insurance” revealed that MetLife.com was the most frequented insurance site visited as a result of the search, with 5.8 percent of total search clicks (paid and organic) landing on MetLife.com. NewYorkLife.com was the second most referred site with 2.8 percent of search clicks, followed by StateFarm.com with 2.5 percent.

_________________________________________________________________
Top Insurance Sites Visited as a Result of ‘Life Insurance’ Searches*
Q4 2009
Total U.S. – Home/Work/University Locations
Source: comScore Marketer
% of Referred Search Clicks for
‘Life Insurance’ Searches
MetLife.com                          5.8%
NewYorkLife.com                      2.8%
StateFarm.com                        2.5%
SelectQuote.com                      1.7%
Accuquotelife.com                    1.6%
GerberLife.com                       1.5%
RelianceLife.com                     1.4%
GlobeontheWeb.com                    1.2%
Prudential.com                       1.2%
HSBC.com                             1.1%
_________________________________________________________________
*Based on broad match of the search term “life insurance”

Ms. Engleson continued, “The Web gives insurers another touch point to engage with consumers on various levels. Whether it’s providing information on coverage options or fulfilling a quote request, the Internet often represents a critical decision-making phase in the life insurance purchase funnel.”

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

New Unified Digital Audience Measurement Service

New, Unified Audience Measurement Capabilities to Provide Publishers a Deeper Understanding of Audience Reach and Advertisers the Intelligence Needed for More Effective Media Planning

Omniture and comScore to Deliver Unified Digital Audience Measurement Service

Omniture, Inc., a leading provider of online business optimization software, and comScore, Inc., a leader in measuring the digital world, today announced a strategic partner relationship to deliver a unified digital audience measurement system. Specifically designed to meet the unique demands of the digital advertising world, the offering will combine the power of Omniture’s Web analytics with comScore’s new Media Metrix 360 hybrid audience measurement to help provide publishers and advertisers with a unified and comprehensive view of online audiences.

Two of the keys to implementing a successful digital marketing initiative are the ability to measure and analyze online marketing performance and to capture accurate views of audience reach across multiple information sources. To date, publishers and advertisers use two primary sources for measuring the impact of digital advertising – Web analytics and panel-based audience measurement. Because the two measurement methodologies have disparate objectives and employ different data collection technologies, the resulting dissimilar metrics can cause confusion and uncertainty among publishers and advertisers. This strategic partner relationship blends these two methodologies in a highly automated way to create a unified approach for audience measurement designed to enable publishers to represent themselves in a more comprehensive manner to advertisers, and for advertisers to better optimize their media planning with the benefit of more extensive media reach data.

This relationship between Omniture and comScore will enable organizations to unify their online and panel-based audience measurement information, providing more consistent and more comprehensive standard metrics. With the combined offering, publishers and advertisers will be able to automate data integration and reconciliation, eliminate the need for publishers to implement time consuming multiple data collection methods and reduce the labor-intensive steps needed to deliver unified audience measurement.

“We are excited to join forces with Omniture, a leader in quality and innovation in the Web analytics industry, to bring this solution to the marketplace,” said Dr. Magid Abraham, comScore President & CEO. “As leading providers of Internet audience measurement and Web analytics, comScore and Omniture are working to provide the marketplace a much-needed solution for consistent Web-wide measurement. This relationship will deliver to our customers the solution that they have been seeking, thus helping to promote and accelerate the usage of digital marketing intelligence for delivering actionable business results and competitive advantage. We believe it will also help the industry overcome concerns of inconsistent measurement of digital audiences and promote further adoption of digital media advertising.”

“Since the rise of digital advertising, advertisers and publishers alike have sought ways to reconcile their Web analytics and panel-based measurement data to establish a unified measure of online audiences,” said Josh James, Omniture CEO and co-founder. “With this relationship, Omniture and comScore will enable publishers who have rich, highly targeted audience segments to reliably demonstrate their value to advertisers and also help advertisers find these attractive consumer segments. The combined offering will provide advertisers and publishers with a common currency to measure the value of online audiences across an ever-increasing number of digital channels.”

Tangible Customer BenefitsToday and in the Future

The strategic partner relationship is intended to allow joint Omniture and comScore customers to use Omniture tags to collect and share information with Media Metrix 360 using Omniture Genesis integration technology, quickly bypassing the normal implementation process for Media Metrix 360.

The relationship also opens up the possibility of joint product initiatives that will leverage the granularity of the Omniture site-specific data with the Web-wide view of Internet user behavior provided by comScore.

Availability of Unified Digital Audience Measurement Service

comScore and Omniture customers interested in the new service should contact their respective account managers.

Industry Support

“The partnership between Omniture and comScore represents a significant step forward for the digital media measurement community,” said David McBride, director of Business Intelligence at Comcast Interactive Media. “To have these two leaders forge an alliance and provide the industry with an integrated solution for server and audience measurement will help us better understand and improve upon our digital performance.”

“Despite digital being the most measurable medium, it has unique dynamics that make measurement significantly more challenging than simply counting clicks,” said Larry Gelfand, senior vice president, digital sales and business development, National Hockey League. “Both census-level web analytics and person-based audience measurement services are essential to evaluating digital media performance, and to finally see these two measurement technologies brought into alignment is an extraordinarily positive step for those invested in the digital medium.”

“Publishers have always relied on both site analytics and audience measurement data for understanding the performance of our web properties,” said Tomer Strolight, president, Torstar Digital. “Even though the two measurement platforms are used for different purposes, the disparities between the two have been somewhat disconcerting. This effort to harmonize the two data sets and understand the source of the disparities will give everyone in the industry a better understanding of their data and give us more confidence in the decisions we make based on these metrics.”

“The partnership between comScore and Omniture has the potential to move the measurement of online media several steps forward,” said Scott McDonald, SVP Research, Conde Nast Publications. “For more than a decade, we have fretted about – and sometimes quarreled about — the discrepancies between the audience estimates derived from third-party panels like comScore’s and those derived from web site analytics systems like Omniture’s. This collaboration represents the most significant effort to date to harmonize the two approaches and give the industry, at last, a common and convergent set of numbers.”

“It is terrific to see these two industry giants collaborate on a solution to this longstanding problem of reconciling panel and server data,” said Patrick Lauzon, executive vice president, SUN Media (Quebecor Media Co.). “This is yet another example of comScore and Omniture being leaders in the field and providing the mission critical solutions the industry has been calling for.”

“The digital industry has grappled with the differences between panel and server information for many years,” said Graham Mosey, SVP and General Manager, CanWest Digital. “We were one of the first comScore clients to support the Media Metrix 360 project because we saw the obvious benefits. The comScore-Omniture partnership eliminates the implementation burden and will expedite the expansion of this new form of measurement. Having as many publishers as possible involved can only be good for the industry. This is a groundbreaking development which is extremely exciting.”

Source: comScore

Hi5 Strikes Deal with Televisa Interactive

Spanish-language media company and social networking site team up for exclusive video agreement.

Hi5 has joined Televisa Interactive Media, the Spanish-speaking media company, and announced an exclusive online ad deal this week.Televisa said Wednesday that it would become Hi5’s exclusive online advertising inventory representative in Hispanic Latin America. The two companies said that they will launch a co-branded premium video channel for Hi5 users with a library of full-length and short videos from Televisa.

The channel is scheduled for launch this summer and microsites will follow.Together, the two companies said they reach more than 33 million unique users each month in Hispanic Latin America. Internet use in those countries grew by up to 16.6% last year, according to ComScore. That compares with North America’s growth of 5.7% for last year, according to ComScore’s figures.

“Hi5 is an ideal content and traffic extension that perfectly complements our best-in-class suite of promotional solutions for advertisers and brands in this region,” Juan Saldivar, general manager of Televisa Interactive Media, said in a statement released Wednesday.

Televisa said that most of the videos are available through Esmas.com and through its vertical video site Tvolucion.com. Those channels are available in the United States, but the new video channel will not be available to U.S. users.

“This business relationship solidifies our leadership position in Latin America and delivers compelling content to our huge Spanish-language audience,” Ramu Yalamanchi, founder and chief product officer at Hi5, said in a statement released Wednesday. “Televisa’s experienced sales team and deep industry relationships will help us maximize our revenue potential in the Latin American market.”

 

remember this

remember this

Source: Information Week (By K.C. Jones )

U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent

U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent

Hispanic Internet Population Reaches Record Number in February 2009


The U.S. Hispanic online population reached a record 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market, according to a recent study released by ComScore Media Matrix. During the past year, the growth of the U.S Hispanic Internet audience outpaced that of the total U.S. online population in terms of number of visitors, time spent and pages consumed, as Hispanic online adoption and engagement accelerated.

Hispanic Online Audience Growing Faster than Total U.S. Internet Market

The U.S. Hispanic online population reached 20.3 million visitors in February 2009, an increase of 6 percent from the previous year. Hispanic Internet users also exhibited a surge in online engagement, including strong increases in time spent and pages consumed. The total amount of time spent online by Hispanics increased 6.9 percent in 2009 (3.9 times faster than the total U.S. online population), while total pages consumed grew 6 percent (3.6 times faster than the total U.S. population).

Growth in Internet Usage: U.S. Hispanic Internet Population vs. Total U.S. Internet Population
February 2009 vs. February 2008
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix

Percent Change
Feb-2009 vs. Feb-2008

Total U.S.  Internet Audience

Total U.S. Hispanic Internet Audience

Total Unique Visitors

3.9%

5.8%

Total Minutes

1.4%

6.9%

Average Minutes per Usage Day

4.4%

7.7%

Total Pages Viewed

1.3%

6.0%

Total Visits

-1.8%

5.4%

Average Visits per Usage Day

1.1%

6.1%

U.S. Hispanics are Heavy Online Entertainment Consumers

Though they represent 11 percent of the total U.S. online audience, Hispanics account for just 9 percent of total time spent online. To understand where Hispanics are most likely to consume content online, the study looked at the site categories where they spent an above average share of their online time.

The top ranked category was Community – Teens, where U.S. Hispanics accounted for 18 percent of total time spent in the category, followed by Gaming Information at 13 percent. Other entertainment- and leisure-related categories were heavily represented on the list, including Radio (13 percent), Multimedia (12 percent), Discussion/Chat, Instant Messengers (11 percent) and Music (11 percent).

U.S. Hispanics’ Share of Total Time Spent in Online Site Categories

February 2009

Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix

U.S. Hispanics’ Share of  Time Spent Within Site Category

Community – Teens

18%

Gaming Information

13%

Entertainment – Radio

13%

Entertainment – Multimedia

12%

Services – Discussion/Chat

11%

Services – Instant Messengers

11%

Community – Lifestyles

11%

Entertainment – Music

11%

Retail – Computer Software

11%

Retail – Music

11%

Source: comScore Media Metrix

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