Abstract
In 2008, eMarketer estimates there are 23 million Hispanics online, about 52%
of the US Hispanic population, but widening cultural and language
fragmentation makes reaching them a challenge. And as the population grows, so
will the problem.
The US Hispanics Online report analyzes why multiple executions and
strategies may be necessities for marketers trying to reach this growing
population.
By 2012, nearly 30 million US Hispanics will be online. Many of them will be
native-born Hispanics rather than immigrants.
This group of young Latinos will be bilingual and proud of its Hispanic
origins, and marketers cannot assume that mass-market, English-language
campaigns will reach them effectively.
Key questions the “US Hispanics Online” report answers:
- How many Hispanics are using the Internet?
- What language do Hispanics prefer to use online?
- What do Hispanics shop for online?
- How do Hispanics use new media?
- And many others......
eMarketer Reports - On Target and Up to Date
The US Hispanics Online report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, accurate business decisions.
Table of Contents
- Executive Summary
- US Hispanic Internet Users, 2007-2012 (millions and % of total Internet
users)
- Key Questions
The eMarketer View
- Key eMarketer Numbers-Hispanics Online
- US Consumer Spending, by Race/Ethnicity, 2007 & 2012 (billions)
Demographic Dynamics
- US Population, by Race/Ethnicity, July 2000 & July 2007
- US Hispanics, by National Origin, 2006 (% of total)
- US Hispanics*, by Gender, July 2000 & July 2007 (millions)
- US Internet Users, by Race/Ethnicity and Gender, March-April 2007 (% of
respondents in each group)
- Frequency of Internet Use Among US Hispanic Consumers, by Gender,
March-April 2007 (% of respondents in each group)
- Level of Online Engagement Among US Hispanic Internet Users, by Gender,
February 2008 (% of respondents)
- US Hispanics*, by Age, July 2000 & July 2007 (millions and % change)
- Level of Online Engagement Among US Hispanic Internet Users, by Age,
February 2008 (% of respondents)
- Internet Access
- US Internet Households and Penetration, by Race/Ethnicity and Access
Technology, October 2007 (thousands and % of total households)
- US Adult Internet Users Who Have Broadband Internet Access, by
Race/Ethnicity and Language, March 2007 (% of respondents in each group)
- US Adult Internet Users Who Have Dial-Up Internet Access, by
Race/Ethnicity and Language, March 2007 (% of respondents in each group)
- US Adult Internet Users Who Have Wi-Fi Internet Access, by
Race/Ethnicity and Language, March 2007 (% of respondents in each group)
- Language Online
- US Hispanic Internet Users' Language Preference During Select Online
Situations, February 2008 (% of respondents)
- US Hispanic Internet Users, by Acculturation Level, March-April 2007 (%
of respondents in each group)
- Frequency of Internet Use Among US Hispanic Consumers, by Acculturation
Level, March-April 2007 (% of respondents in each group)
- Online Consumer Behavior of US Hispanic Adult Internet Users, by Website
Language Preference, Q1 2007 (% of respondents)
Online Activities
- Online Activities* of US Hispanic Internet Users, February 2008 (% of
respondents)
- Frequency of E-Mail Usage Among US Hispanic Internet Users, by Age,
February 2008 (% of respondents)
- Types of E-Mail Forwarded by US Hispanic vs. Total Adult E-Fluentials*,
2008 (% of respondents in each group)
- Leading Online Activities of US Hispanic Adult Internet Users, December
2007 (% of respondents)
- Online Shopping
- Demographic Profile of US Online Buyers vs. Internet Users Who Have Not
Purchased Online, August-September 2007 (% of respondents)
- US Hispanic Internet Users Who Use the Internet to Research Goods and
Services, February 2008 (% of respondents)
- Products Researched Online Prior to Purchase According to US Hispanic
Adult Internet Users vs. Total Adult Internet Users, August-September 2007
(% of respondents)
- Social Media
- Select Social Networking Website Activities of US Hispanic vs. White
Adult Internet Users, September 2007 (% of respondents in each group)
- Social Networking Websites Visited* by US Hispanic Internet Users, by
Age, February 2008 (% of respondents)
- Number of Social Networking Websites Visited* by US Hispanic Internet
Users, by Age, February 2008 (% of respondents)
- Online Video Resources of US Adult Internet Users, by Race/Ethnicity,
March 2008 (% of respondents)
- Demographic Profile of US Adult Bloggers*, January 2008 (% of
respondents)
Conclusion
Endnotes
- 096602 096605
- Level of Online Engagement Among US Hispanic Internet Users, by Gender,
February 2008 (% of respondents)
- Level of Online Engagement Among US Hispanic Internet Users, by Age,
February 2008 (% of respondents)
- 088681 088683
- US Hispanic Internet Users, by Acculturation Level, March-April 2007 (%
of respondents in each group)
- Frequency of Internet Use Among US Hispanic Consumers, by Acculturation
Level, March-April 2007 (% of respondents in each group)
Related Information and Links
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- Report Contributors
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