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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i am interested in reaching the Hispanic market, how is the best way???———ray smith
Dear Ray, feel free to email us at contact@targetlatino.com so we can help you and your company. Warmest regards, Claudia