Abstract
The US Hispanic Internet population is growing - in numbers, broadband
connections and time spent online. eMarketer estimates that this year there
will be nearly 23 million Hispanics online, over 50% of the US Hispanic
population.
The Hispanics Online report analyzes the trends driving the growth of
this young, mobile and vibrant population.
Hispanics make up 12.3% of the US Internet population in 2009, and will
increase to 13.9% in 2013.
Like its offline counterpart, this group of Internet users is young - 63% are
under age 35 - and mobile. Some 81% of Hispanics own a cellphone, and for 25%
of these adults, their mobile is their primary phone. They use phone features,
including Internet access, at higher rates than other mobile subscribers.
Many marketers and online publishers are creating campaigns and Websites in
English and Spanish, to reach an audience that switches between languages and
cultures.
Key questions the “Hispanics Online” report answers:
- Who is Hispanic?
- How does the online Hispanic population differ from the offline one?
- What do Hispanics do online?
- What language should advertisers use to reach Hispanics online?
- And many others.....
eMarketer Reports - On Target and Up to Date
The Hispanics Online report aggregates the latest data from marketing
and communications researchers with eMarketer analysis to provide the
information you need to make quick, well-informed business decisions.
Table of Contents
Executive Summary
- US Internet Users, by Race/Ethnicity, 2008-2013 (millions)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - Hispanics Online
Demographics
- US Population, by Race/Ethnicity*, July 2000 & July 2008 (millions and %
change)
- US Hispanic* Population, by Gender, July 2000 & July 2008 (millions)
- US Hispanic* Population, by Age, July 2000 & July 2008 (millions and %
change)
- US Hispanic Population, by Race, 2008-2013 (thousands)
- US Hispanics, by Place of Origin, 2008
- US Hispanic Households, by Income, 2007 (thousands)
- US Buying Power*, by Race/Ethnicity, 1990, 2000, 2008 & 2013 (billions)
- Top 10 US States, Ranked by Buying Power* of Hispanic Consumers, 2008
(billions)
Internet Users and Usage
- US Internet Users, by Race/Ethnicity, 2008-2013 (% of total)
- US Internet Users, by Race/Ethnicity, 2008-2013 (% of population of each
group)
- US Hispanic Internet Users and Usage, April 2008 & April 2009
- Average Web Usage Among US Hispanic Internet Users, April 2008 & April 2009
- US Hispanic Internet Users, by Gender, April 2009 (thousands and % of
total)
- US Hispanic Internet Users, by Age, April 2009 (thousands and % of total)
- US Households with PCs with Internet Access, by Race/Ethnicity, October
2008 (% of each group)
- Household Broadband Access Among Hispanic and Total US Internet Users,
2002-2008 (% of respondents in each group)
- Mobile Phone and Mobile Internet Use
- Demographic Profile of US Consumers Who Participate in Select Leisure
Activities, by Time of Week, 2007 (average hours per day)
- Hispanics with Only Mobile Phone Service, First half 2006-Second half
2008 (% of respondents)
- Mobile Content Used by Hispanic and Total US Mobile Subscribers, 2008 (%
of respondents in each group)
- Average Time Spent per Week Browsing the Mobile Internet Among US
Hispanic and Non-Hispanic Internet Users, 2009 (hours)
- Mobile Advertising Recall and Receptivity Among African-American and
Hispanic Mobile Data Users, Q2 2008 (index)
- Demographic Profile of US Mobile Phone Users Who Recall Viewing Mobile
Advertising, Q1 2009 (% of respondents in each group)
- Demographic Profile of US Mobile Phone Users Who Have Responded to
Mobile Advertising, Q4 2008 (% of respondents in each group)
- Q&A: What are some trends you' re seeing among Hispanics online?
Media and Advertising Usage
- Changes that US Consumers Made to Their TV Spending Habits due to the
Economy, by Race/Ethnicity, November-December 2008 (% of respondents)
- US Live vs. Online Primetime Network TV Content Viewers, by
Race/Ethnicity, Fall 2007 & Spring 2008 (% of each group)
- Time Spent with Select Media According to US Hispanic Internet Users, May
2008 (% of respondents)
- US TV Households, by Race/Ethnicity, 2008 & 2009 (thousands and % change)
- US Households with Select Consumer Electronics, by Race/Ethnicity, October
2008 (% of total)
- Interactions with Online Advertising
- Search Engine Used Most Frequently by US Hispanic Internet Users, May
2008 (% of respondents)
- US Internet Users Who Are Likely to Read and Take Action After Reviewing
Sponsored Search Engine Links, by Race/Ethnicity, March 2009 (% of
respondents)
- US Internet Users Who Are Likely to Read and Take Action After Viewing
Banner Ads, by Race/Ethnicity, March 2009 (% of respondents)
- US Internet Users Who Are Likely to Read and Take Action After Receiving
E-Mail Offers, by Race/Ethnicity, March 2009 (% of respondents)
- Demographic Profile of US Internet Users Who Use Online Classifieds,
March-April 2009 (% of respondents in each group)
- Language Online and in Other Media
- Internet Language Preference of US Hispanics, by Age and Gender,
September-October 2008 (% of respondents)
- Internet Language Preference of US Hispanics, by Respondent' s Primary
Language, September-October 2008 (% of respondents)
Behavior Online
- Top 10 Websites Among US Hispanic Internet Users, Ranked by Unique
Audience Composition, September 2008 (thousands and % composition)
- Top 10 Portals* Among US Hispanic Internet Users, April 2009
- Online Content Downloaded by Hispanic and Total US Internet Users, 2008 (%
of respondents in each group)
- Top 10 Online Video Sites Among US Hispanics, Ranked by Unique Viewer
Composition, February 2009 (% of unique viewers)
- Social Networks
- US Internet Users with a Social Network Profile, by Race/Ethnicity, 2009
(% of respondents in each group)
- Top 10 Social Networking Sites Among US Hispanic Internet Users, April
2009
- US Internet Users Who Visit Social Networking Sites Frequently*, by
Race/Ethnicity, March 2008 (% of respondents)
- US Internet Users Who Visit Social Networking Sites Frequently*, by Age
and Race/Ethnicity, March 2008 (% of respondents)
- Q&A: What are some best practices for targeting Hispanics online?
- Shopping
- Retail Channel Used by US Hispanic Internet Users for Most Recent Purchase
in Select Product Categories, May 2008 (% of respondents)
Conclusion
Endnotes
- 101300 | 101302 | 101303
- US Internet Users, by Race/Ethnicity, 2008-2013 (millions)
- US Internet Users, by Race/Ethnicity, 2008-2013 (% of total)
- US Internet Users, by Race/Ethnicity, 2008-2013 (% of population of each
group)
- 104648
- US Hispanic Population, by Race, 2008-2013 (thousands)
Related Information and Links
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- Report Contributors
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