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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5 replies
  1. ray smith
    ray smith says:

    i am interested in reaching the Hispanic market, how is the best way???———ray smith

    Reply

Trackbacks & Pingbacks

  1. […] it comes to Internet purchases, Scarborough Research finds that roughly 25 percent of Hispanic Internet users purchased airline tickets, books and clothing/accessories online in the past year, with six percent […]

  2. […] This post was mentioned on Twitter by claudia havi goffan, Scott Howard. Scott Howard said: RT @TargetLatino: U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent http://ow.ly/DR4x […]

  3. […] it comes to Internet purchases, Scarborough Research finds that roughly 25 percent of Hispanic Internet users purchased airline tickets, books and clothing/accessories online in the past year, with six percent […]

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