July 2008




                                                                                     US Hispanics Online:
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The eMarketer View

 Key eMarketer Numbers — Hispanics Online                                  US Consumer Spending, by Ra...
The eMarketer View                                                     Demographic Dynamics
These psychographic characteri...
Demographic Dynamics


The Hispanic population now exceeds 500,000 in 16 states, led by
                                  ...
Demographic Dynamics


In fact, males are more heavily engaged online than are females,
                                  ...
Demographic Dynamics


Internet Access
                                                                         US Adult I...
Demographic Dynamics


Wireless Internet connections were more common among                       Major online publishers ...
Demographic Dynamics


Language choice relates to levels of acculturation and assimilation       Frequency of Internet use...
Demographic Dynamics


Appealing to Spanish-speaking consumers has potential payoffs              This Forrester data illu...
Online Activities

The online activities of Hispanic Internet users                        The Terra/comScore survey showe...
Online Activities


Hispanic adults who consider themselves influential among their
                                      ...
Online Activities


In fact, more than one-half of the nonbuyers had a broadband                According to Forrester, co...
Online Activities


Consumer electronics are by far the most-researched product
                                          ...
Online Activities


Even before the MySpace Latino launch, the English-language
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Online Activities                                                           Conclusion
Blogging                           ...
Endnotes

Endnote numbers correspond to the unique                                   088681 088683

six-digit identifier i...
Related Information and Links                               About eMarketer

Related Links                                ...
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Us Hispanics Online Demographics

  1. 1. July 2008 US Hispanics Online: Demographics Lisa E. Phillips, Senior Analyst lphillips@emarketer.com Executive Summary: In 2008, eMarketer estimates there are 23 million Hispanics online, about 52% of the US Hispanic population. By 2012, more than 29 million will be online, increasing Internet penetration to 58.6%. 095064 Growth within this population—both online and offline—will US Hispanic Internet Users, 2007-2012 (millions and % of total Internet users) come from native-born Hispanics rather than immigrants. This group of young Latinos is bilingual and proud of its 2007 21.4 (11.4%) Hispanic origins. Marketers should not assume that their 2008 23.0 (11.9%) mass-market, English-language campaigns are reaching this 2009 24.6 (12.3%) audience effectively. 2010 26.2 (12.7%) The paradox is that the larger this market grows, the more 2011 27.8 (13.1%) fragmented it becomes. People with heritages and traditions 2012 29.4 (13.5%) extending to Latin America often do not share the same culture or even the same language. Note: eMarketer defines an Internet user as any person who uses the Internet from any location at least once per month; Hispanics can be of any race The challenge for marketers is to create relevant messages Source: eMarketer, May 2008 that speak to those traditions and use appropriate references. 095064 www.eMarketer.com As noted in previous eMarketer reports, the answer may mean creating multiple executions and strategies. Key Questions ■ How many Hispanics are using the Internet? ■ What language do Hispanics prefer to use online? The eMarketer View 2 ■ What do Hispanics shop for online? Demographic Dynamics 3 Online Activities 10 ■ How do Hispanics use new media? Conclusion 15 Endnotes 16 Related Information and Links 17 The First Place to Look Copyright ©2008 eMarketer, Inc. All rights reserved.
  2. 2. The eMarketer View Key eMarketer Numbers — Hispanics Online US Consumer Spending, by Race/Ethnicity, 2007 & 2012 (billions) 29.4 million US Hispanic Internet users in 2012, up from 21.4 million in 2007 Hispanic 58.6% US Hispanic Internet users % of total US Hispanic $860 population in 2012, up from 50.0% in 2007 $1,200 13.5% US Hispanic Internet users % of total US Internet users in 2012, up from 11.4% in 2007 African-American Note: eMarketer defines an Internet user as anyone who uses the $845 Internet from any location at least once per month; Hispanics can be of $1,100 any race Source: eMarketer, July 2008 Asian 096600 $459 $670 What does “Hispanic” mean? American Indian $57 According to the US Census Bureau, Hispanic-Americans, $77 also called Latinos, are those who came to the US from 2007 2012 Mexico, Puerto Rico, Cuba, or Central or South America. Hispanic-Americans can be of any race. Source: Selig Center for Economic Growth, "The Multicultural Economy 2007: Minority Buying Power in the New Century" as cited in press release, July 31, 2007 086882 www.eMarketer.com Offline demographics for the US Hispanic population are impressive. 086882 The most recent data shows the total Hispanic population increased by 3.3% to 45.5 million people as of July 1, 2007, according to the “The Hispanic population has taken on a US Census Bureau. As the fastest-growing segment of the US population, Hispanics are projected to make up 29% of the total in momentum of its own. If you close the 2050, from 15.1% in 2007. borders tomorrow, there is still going to be a large Hispanic increase.” —Kenneth Johnson, senior Growth within this population was responsible for one-half of the demographer at the University of New Hampshire’s Carsey US population gains between 2000 and 2007. Since 1990, the Institute, quoted in The Wall Street Journal, May 1, 2008 number of Hispanics in the US has increased by 85%, compared with just an 18% growth rate overall, according to the Selig Center The online Hispanic population will be growing, too—from for Economic Growth. 21.4 million in 2007 to 29.4 million in 2012, eMarketer projects. The source of growth has changed, however. While immigration Internet penetration will rise from about 52% this year to almost caused the Hispanic population to swell in the 1990s, native births 59% in 2012. Between 2007 and 2012, the compound annual account for the recent surge and will remain the catalyst through growth rate for Hispanic Internet users is projected to be 6.6%. 2050, according to the Census Bureau. In 2006, native-born However, Internet penetration within the Hispanic population still Hispanics made up about 56% of the Hispanic population, lags that of other groups. For example, 68.6% of non-Hispanic compared with 44% who were foreign-born, according the Pew whites were Internet users last year, as were 74.8% of Asian- Hispanic Center. Americans and 53.8% of African-Americans. Economic growth is expected to occur in tandem. By 2012, Yet Hispanics do not constitute a homogeneous market. Language Hispanic consumers will spend $1.2 trillion of the total $13 trillion and degrees of acculturation and assimilation vary by circumstances projected by the Selig Center for Economic Growth at the of age, nationality, education and income. Second- and third- University of Georgia’s Terry College of Business. generation Hispanics who have at least one parent or grandparent born in another country may have high levels of acculturation (that is, the modification of a group based on its contact with another group), but they themselves may have not fully assimilated into the culture (that is, fully adopted US customs and attitudes). US Hispanics Online 2
  3. 3. The eMarketer View Demographic Dynamics These psychographic characteristics are spelled out in many The Hispanic market today is young and growing. market research reports and correlate to Internet and media use. For example, a major study by Terra.com and comScore For young Hispanics especially, their brand loyalties are being conducted in February 2008 examined the attitudes and media formed as marketers attempt to reach them through English- and habits of 3,573 Hispanics based on their degree of acculturation. In Spanish-language Websites. general, they found that Hispanics with strong positive feelings about their heritage tended to speak Spanish in family settings but The older Hispanic population (ages 55 and older) dips in and out preferred to speak English in outside work and social settings, as of the Internet, not staying perhaps because most online retailers well as online. These respondents embraced technology, owned and marketers do not offer Spanish-language content. This is a more electronic devices and were more likely to consider their market that begs to be tapped now. Even as these Internet users mobile phone their primary phone. age, they are building the same legacies online that other demographic groups do—via e-mail, photo-sharing and online Young Latinos are predominantly bilingual and proud of their shopping activities. heritage, according to the Latino Intelligence Report recently published by The Intelligence Group. When a group of 14-to-34- There were 45.5 million people claiming Hispanic origin in the US year-old Hispanics was asked what percent of the US they in 2007, making up 15.1% of the total population, according to the believed to be Hispanic, the average response was 40% (15% is the latest Census Bureau estimates. The figures show Hispanics actual figure). Nearly 60% said they had a strong connection with remain the fastest-growing minority group, increasing almost 28% Latino culture. between 2000 and 2007. To reach Hispanic consumers online, marketers must take a more US Population, by Race/Ethnicity, July 2000 & July nuanced approach, going beyond language preference to target 2007 niches within this demographic. Marketers should be aware that July 1, July 1, % 2000 2007 change people of Mexican heritage respond to different cultural cues than White 231,980,517 245,373,882 5.8% do Peruvians or Colombians, for example. Where they live now— Hispanic 35,648,985 45,504,311 27.6% from Miami to Minneapolis—also shapes attitudinal differences. Black 37,231,316 40,744,132 9.4% Online campaigns that target local markets with local references Asian 12,121,675 15,165,186 25.1% will resonate more than a one-size-fits-all approach. American Indian or Alaska Native 4,236,189 4,536,857 7.1% Native Hawaiian or other Pacific 910,595 1,019,301 11.9% Islander “It’s not so much about the language. It’s Total 282,194,308 301,621,157 6.9% about being relevant. Online consumers are Note: numbers do not add up to total because categories include each race alone or in combination with others capable of navigating sites in English and Source: US Census Bureau, Population Division, "Annual Estimates of the Population by Sex, Race and Hispanic Origin for the United States," May 1, Spanish.” —Fernando Rodriquez, CEO, Terra.com, in an 2008; eMarketer calculations, July 2008 interview with eMarketer, June 26, 2008 096216 www.eMarketer.com 096216 US Hispanics Online 3
  4. 4. Demographic Dynamics The Hispanic population now exceeds 500,000 in 16 states, led by US Internet Users, by Race/Ethnicity and Gender, California with 13.2 million,Texas (8.6 million) and Florida (3.8 million). March-April 2007 (% of respondents in each group) Those of Mexican descent hold a clear majority of the US Hispanic Male population, at 65.5% in 2006, the Census Bureau estimates. 65% 64% US Hispanics, by National Origin, 2006 (% of total) 82% Mexican 65.5% Female 67% Puerto Rican 8.6% 59% Central American 8.2% 79% Cuban 8.2% African-American Hispanic Non-Hispanic white Other Hispanic 8.0% Note: n=1,575 African-American, 1,249 Hispanic and 1,115 non-Hispanic white; ages 16+; numbers may not add up to 100% due to rounding South American 6.0% Source: Yankelovich, "2007/2008 MONITOR Multicultural Marketing Study," provided to eMarketer, September 17, 2007 Source: US Census Bureau, "Current Population Survey, Annual Social and Economic Supplement," 2006 088658 www.eMarketer.com 088658 096598 www.eMarketer.com 096598 Hispanic male consumers were more likely to go online every Males outnumber females in the Hispanic population, contrary to day—27% of male respondents to the Yankelovich survey did so compared with only 17% of female respondents. the ratio in the general population. In 2007, the Census Bureau reported 23.5 million Hispanic males to nearly 22 million females, Males were also less likely to say they had never used the Internet, or 107 Hispanic males per 100 Hispanic females. By contrast, the at 34%, compared with 38% of females. overall population had 97 males for every 100 females. Frequency of Internet Use Among US Hispanic US Hispanics*, by Gender, July 2000 & July 2007 Consumers, by Gender, March-April 2007 (% of (millions) respondents in each group) Every day July 1, 2000 27% 18.35 17% 17.30 Almost every day July 1, 2007 11% 23.52 15% 21.98 Weekly Male Female 9% Note: numbers may not add up to total due to rounding; *alone or in 7% combination with other races Source: US Census Bureau, Population Division, "Annual Estimates of the A few times a month Hispanic Population by Age and Sex for the United States," May 1, 2008 8% 096225 www.eMarketer.com 8% 096225 The same gender dominance occurs within the Hispanic Internet Almost never population. Some 64% of male Hispanics used the Internet in early 8% 12% 2007, compared with just 59% of Hispanic female respondents, according to the Yankelovich “2007/2008 MONITOR Multicultural Never Marketing Study.” 34% 38% Don't know/no answer 2% 3% Male Female Note: n=642 male and 607 female; ages 16+; numbers may not add up to 100% due to rounding Source: Yankelovich, "2007/2008 MONITOR Multicultural Marketing Study," provided to eMarketer, September 17, 2007 088657 www.eMarketer.com 088657 US Hispanics Online 4
  5. 5. Demographic Dynamics In fact, males are more heavily engaged online than are females, US Hispanics*, by Age, July 2000 & July 2007 (millions according to the Terra/comScore survey. They make up 57% of the and % change) “heavy online engagement” segment, and females just 43%. The July 1, July 1, % gender breakdown on medium engagement is an even split, while 2000 2007 change more females fall into the “light online engagement” segment. <5 3.70 4.92 32.97% (Terra worked with comScore to develop an algorithm based on 5-13 6.24 7.40 18.59% 14-17 2.44 3.10 27.05% questions about online activity with weighted responses.) Heavy 18-24 4.78 5.12 7.11% online engagement implies almost constant Internet access, while 25-44 11.77 15.01 27.53% medium engagement implies an almost-daily connection. Light 45-64 4.92 7.44 51.22% online engagement is characterized by less than daily or weekly 65+ 1.76 2.51 42.61% Internet access. Total 35.65 45.50 27.63% Note: numbers may not add up to total due to rounding; *alone or in Level of Online Engagement Among US Hispanic combination with other races Internet Users, by Gender, February 2008 (% of Source: US Census Bureau, Population Division, "Annual Estimates of the respondents) Hispanic Population by Age and Sex for the United States," May 1, 2008; eMarketer calculations, July 2008 Heavy online engagement 096224 www.eMarketer.com 57% 096224 43% Likewise, the Hispanic Internet population skews young. The Medium online engagement Terra/comScore survey showed 45% of heavy online users were 50% under age 25, as were 46% of medium online users and 37% of 51% light online users. The median age of heavy online users was 27 Light online engagement years, compared with 26 years for medium and 33 years for light 40% engagement online. 60% Male Female Level of Online Engagement Among US Hispanic Internet Users, by Age, February 2008 (% of Note: numbers may not add up to 100% due to rounding respondents) Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" conducted by comScore Media Metrix, provided to eMarketer, May 2008 <25 25-34 35-44 45-54 55+ 096602 www.eMarketer.com Heavy online engagement 45% 26% 19% 8% 2% 096602 Medium online engagement 46% 22% 19% 11% 3% Light online engagement 37% 15% 25% 14% 9% For additional information on the above chart, see Note: numbers may not add up to 100% due to rounding Endnote 096602 096605 in the Endnotes section. Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" conducted by comScore Media Metrix, provided to eMarketer, May 2008 096605 www.eMarketer.com Hispanics are much younger than the US population as a whole— 096605 the median age is 27.6 years, compared with 36.6 years for the general US population. Almost 34% are under age 18, compared For additional information on the above chart, see with 25% of the non-Hispanic population. Another 33% of Endnote 096602 096605 in the Endnotes section. Hispanics are between ages 25 and 44. US Hispanics Online 5
  6. 6. Demographic Dynamics Internet Access US Adult Internet Users Who Have Broadband The National Telecommunications and Information Administration Internet Access, by Race/Ethnicity and Language, (NTIA) counted 72.7 million US households with Internet access in March 2007 (% of respondents in each group) 2007. Of that total, 5.9 million US Hispanic households, 43.4% of all Have Plan to Don't have have* and don't Hispanic households, had Internet access. The majority of those plan to* connections—81%—were made via broadband. Non-Hispanic white 72.9% 12.5% 14.6% Asian-American 72.1% 16.9% 11.0% US Internet Households and Penetration, by African-American 71.3% 17.4% 11.3% Race/Ethnicity and Access Technology, October 2007 Hispanic (interviewed in English) 71.2% 15.0% 13.8% (thousands and % of total households) Hispanic (interviewed in Spanish) 47.2% 33.6% 19.2% Internet % of total households households Total 67.6% 18.6% 13.8% (thousands) Note: n=564 African-American, 502 Asian-American, 493 Hispanic Broadband 59,847 50.8% interviewed in English, 428 Hispanic interviewed in Spanish, 513 non-Hispanic white; numbers may not add up to total due to rounding; White 45,742 54.9% *within the next year Black 5,200 36.4% Source: Center for Hispanic Marketing Communication at Florida State University and DMS, "The Multicultural Marketing Equation Study 2007: Hispanic 4,792 35.2% Report #2," March 2008 Asian 3,093 69.1% 093678 www.eMarketer.com American Indian/Alaska Native 192 29.8% 093678 Dial-up 12,575 10.7% In the same survey, 66% of the respondents interviewed in White 9,787 11.8% Spanish had dial-up access, far more than any other group. Asian- Black 1,205 8.4% American respondents were a distant second, at 48%. About 39% Hispanic 1,094 8.0% of the Hispanic participants who responded in English were using Asian 271 6.1% dial-up access at the time of the survey. American Indian/Alaska Native 72 11.2% Total 72,721 61.7% US Adult Internet Users Who Have Dial-Up Internet Note: total households for 2007=117,840,000; numbers may not add up to Access, by Race/Ethnicity and Language, March 2007 total due to rounding (% of respondents in each group) Source: US Census Bureau, "Current Population Survey" as cited by the National Telecommunications and Information Administration (NTIA), Have Plan to Don't have "Networked Nation: Broadband in America 2007," January 31, 2008 have* and don't plan to* 092649 www.eMarketer.com Hispanic (interviewed in Spanish) 65.7% 4.2% 30.1% 092649 Asian-American 48.4% 1.6% 50.0% Broken out by language preference, the percentages tell a Hispanic (interviewed in English) 39.4% 1.8% 58.8% different story. A survey from the Center for Hispanic Marketing African-American 38.8% 1.6% 59.6% Communication at Florida State University (FSU) gave respondents Non-Hispanic white 33.1% 0.6% 66.3% the choice to participate in either English or Spanish. Total 44.3% 1.9% 53.8% The results showed that 71% of Hispanic respondents who opted Note: n=564 African-American, 502 Asian-American, 493 Hispanic interviewed in English, 428 Hispanic interviewed in Spanish, 513 to participate in English had broadband and another 15% planned non-Hispanic white; numbers may not add up to total due to rounding; *within the next year to get it. Only 47% of the respondents who chose Spanish were Source: Center for Hispanic Marketing Communication at Florida State using broadband, although 34% said they were planning to switch University and DMS, "The Multicultural Marketing Equation Study 2007: Report #2," March 2008 within the next year. 093677 www.eMarketer.com 093677 US Hispanics Online 6
  7. 7. Demographic Dynamics Wireless Internet connections were more common among Major online publishers and marketers are taking notice, and are English-preferring Hispanic respondents than among those moving from Spanish- or English-only content to a more bilingual who preferred Spanish. Far fewer Spanish-language respondents approach. In January, The Wall Street Journal reported that had wireless access, at 16.6%, compared with the 36.3% of Microsoft’s MSN Latino, a Spanish-language site, began offering an English-preferring Hispanics who had already gone wireless at the ad service that targets second-generation Hispanics—those with time of the survey. at least one immigrant parent. The English-dominant ads mix with Spanish-language spots from companies such as General Motors, US Adult Internet Users Who Have Wi-Fi Internet AT&T and Procter & Gamble. Access, by Race/Ethnicity and Language, March 2007 (% of respondents in each group) In June, the Spanish portal Terra, owned by Spain’s phone Have Plan to Don't have conglomerate Telefónica, announced it would add English on its have* and don't plan to* Spanish-language site and chose the US market to launch an Asian-American 47.8% 18.5% 33.7% English-language social video bookmarking site, Kazivu. Hispanic (interviewed in English) 36.3% 16.6% 47.1% Terra is heeding its own research. For online transactions, general Non-Hispanic white 25.5% 9.4% 65.1% browsing or reading online ads, the vast majority of online African-American 24.6% 19.9% 55.5% Hispanics—85% to 89%—preferred English, according to the Hispanic (interviewed in Spanish) 16.6% 26.4% 57.0% Total 30.4% 17.9% 51.7% Terra/comScore study. Only 8% to 12% said they would conduct these online activities in either language, and a mere 3% said they Note: n=564 African-American, 502 Asian-American, 493 Hispanic interviewed in English, 428 Hispanic interviewed in Spanish, 513 would prefer Spanish. non-Hispanic white; numbers may not add up to total due to rounding; *within the next year Source: Center for Hispanic Marketing Communication at Florida State US Hispanic Internet Users' Language Preference University and DMS, "The Multicultural Marketing Equation Study 2007: During Select Online Situations, February 2008 (% of Report #2," March 2008 respondents) 093679 www.eMarketer.com Spanish Usually Spanish & Usually English 093679 only Spanish English English only The FSU survey team surmised that affluence was a key E-commerce 2% 1% 8% 15% 74% determinant of Internet access technology. They noted, however, transactions that despite income differences, Asian-Americans and Hispanics Surfing the 2% 1% 9% 17% 72% Internet interviewed in English were more eager to adopt broadband than Viewing 2% 1% 12% 14% 71% others. Hispanics interviewed in Spanish were more likely than online ads other groups to want high-speed Internet and wireless access Note: ages 12+; numbers may not add up to 100% due to rounding Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" within the next year. conducted by comScore Media Metrix, provided to eMarketer, May 2008 094800 www.eMarketer.com Language Online 094800 As the US Hispanic population grows through native births, Choice of language can depend on the situation or setting, language preference becomes a matter of personal choice, not Terra/comScore data shows. Although 40% of online Hispanic necessarily a foregone conclusion. Many first- and second- adults surveyed said they spoke Spanish exclusively as a child, generation Hispanics speak Spanish in some settings and English 69% said their personal preference now was to speak English at in others. work, and 55% said they spoke English in social situations. An additional 19% said they “usually” preferred English at work and in Findings from comScore’s “Young Latinos Online” report, cited by social situations. Si TV, summed up the dilemma: 52% of online Hispanics preferred English-language content, while just 22% preferred Spanish and 27% listed both languages as their preference. Forrester Research “It’s not necessarily about language. It’s more claimed 51% of online Hispanics preferred Spanish-language about cultural nuances.” —Monica Gadsby, CEO of Websites and 23% required Spanish online. Starcom Mediavest’s multicultural group, quoted in The Wall Street Journal, January 8, 2008 US Hispanics Online 7
  8. 8. Demographic Dynamics Language choice relates to levels of acculturation and assimilation Frequency of Internet use correlated to cultural characteristics. but is not a rock-solid indicator of those personal levels. The Spanish-oriented Hispanics with high and low cultural affinities Yankelovich survey delved into psychographic characteristics of were much less likely to go online every day than their bicultural or its respondents regarding Internet use and found that higher assimilated counterparts, Yankelovich found. They were also most percentages of respondents in the bicultural and relatively likely to say they never went online at all—45% and 52%, assimilated categories were Internet users (79% and 74%, respectively—compared with Hispanic consumers rated bicultural respectively), while respondents who self-identified as or relatively assimilated (20% and 24%, respectively). predominantly Spanish-speaking were online in fewer numbers (44% and 51%, respectively). Frequency of Internet Use Among US Hispanic Consumers, by Acculturation Level, March-April 2007 (% of respondents in each group) US Hispanic Internet Users, by Acculturation Level, March-April 2007 (% of respondents in each group) Spanish- Spanish- Bi- Relatively Total oriented/ oriented/ cultural assim- Hispanics Spanish-oriented/high cultural affinity high low ilated cultural cultural 44% affinity affinity Spanish-oriented/low cultural affinity Every day 8% 17% 34% 34% 22% 51% Almost every day 10% 11% 17% 14% 13% Weekly 8% 6% 8% 9% 8% Bicultural 79% A few times a 6% 10% 12% 6% 8% month Relatively assimilated Almost never 12% 8% 8% 11% 10% 74% Never 52% 45% 20% 24% 36% Total Hispanics Don't know/no 4% 4% 1% 1% 3% 61% answer Note: n=1,249 ages 16+ Note: n=1,249 ages 16+ Source: Yankelovich, "2007/2008 MONITOR Multicultural Marketing Study," Source: Yankelovich, "2007/2008 MONITOR Multicultural Marketing Study," provided to eMarketer, September 17, 2007 provided to eMarketer, September 17, 2007 088683 www.eMarketer.com 088681 www.eMarketer.com 088683 088681 For additional information on the above chart, see For additional information on the above chart, see Endnote 088681 088683 in the Endnotes section. Endnote 088681 088683 in the Endnotes section. However, the four groups appear much closer when the two Yankelovich defined its segmentation as: extremes—“every day” and “never”—are taken away. Spanish- ■ Spanish-oriented/high cultural affinity: 35% of US Hispanics; speakers, English-speakers, and people with high and low cultural more fluent in Spanish than English; 89% foreign-born; strong affinities all went online “weekly,” “a few times a month” and attachment to Hispanic culture “almost never” in similar percentages. ■ Spanish-oriented/low cultural affinity: 15% of US Hispanics; Spanish-speaking consumers may be underserved by what they more fluent in Spanish than English; 86% foreign-born; relatively find—or fail to find—online. In April 2007, Forrester estimated that weak attachment to Hispanic culture 7.1 million Hispanics were being ignored by companies and publishers offering English-only content. Its 2007 telephone survey ■ Bicultural: 26% of US Hispanics; fluent in English but have of 3,000 US Hispanic adults, together with its review of Internet sites strong understanding of Spanish; 24% foreign-born; strong of 100 different brands, found that Dell had 1.5 million customers attachment to Hispanic culture who preferred Spanish online, while Best Buy had 2.8 million ■ Relatively assimilated: 24% of US Hispanics; more fluent in Spanish-preferring customers and Bank of America, 1.3 million. English than Spanish; 9% foreign-born; relatively weak Forrester did not discuss cultural affinity in the context of its attachment to Hispanic culture research. But determining that millions of consumers find Spanish-language content more attractive is a strong indication that other companies would benefit from adding such content. US Hispanics Online 8
  9. 9. Demographic Dynamics Appealing to Spanish-speaking consumers has potential payoffs This Forrester data illustrates yet again that consumers who prefer in brand loyalty among future generations. As Hispanics become Spanish content are underserved online—53% agreed with the more acculturated, there is less evidence of brand loyalty, statement, “I would research more products on the Internet if I according Nielsen Homescan research published in September could do it in Spanish,” while just 5% of English-preferring 2007. Nielsen found that 70% of Spanish-preferring homes Hispanics said the same. And 42% said they would buy more purchased a certain brand of carbonated beverage, while just 33% products online if they could do it in Spanish, compared with 3% of of English-preferred Hispanic homes stocked the same brand. their English-preferring counterparts. The same holds true among Hispanic Internet users in the Forrester survey. Those preferring Spanish were slightly more brand-loyal “When it comes to brand loyalty and the (71%) than English-preferring Hispanics (62%). However, individuals Hispanic consumer, the key learning for who chose Spanish were more sensitive to price than brand names marketers is understanding the importance (51%) compared with those who chose English (39%), and they were of building a brand relationship during the more influenced by recommendations from family and friends initial stages of acculturation and when making purchases. maintaining this connection as Hispanics’ Online Consumer Behavior of US Hispanic Adult integration to American life increases.” Internet Users, by Website Language Preference, Q1 —Tim Kregor, president, Nielsen Consumer Panel Services, 2007 (% of respondents) in a press release, September 24, 2007 When I find a brand I like I stick to it 67% 62% 71% Price is more important to me than brand names 45% 39% 51% I rely a lot on recommendations from friends or family when making purchases 34% 29% 39% I would research more products on the Internet if I could do it in Spanish 30% 5% 53% I would purchase more products on the Internet if I could do it in Spanish 23% 3% 42% Total English-preferring Spanish-preferring Note: ages 18+; respondents answered 4 or 5 on a scale of 1 (disagree completely) to 5 (agree completely) Source: Forrester Research, "Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2007" as cited in Forrester Research, "Teleconference: Making the Case for a Spanish-Language Web Site," May 23, 2007 087457 www.eMarketer.com 087457 US Hispanics Online 9
  10. 10. Online Activities The online activities of Hispanic Internet users The Terra/comScore survey showed high levels of interaction with e-mail across all age groups, the highest being among 25-to-34- match those of the general US Internet year-olds. A full 86% said they checked their e-mail either population, albeit in lower numbers. E-mail and “constantly” or “several times” a day. communication are top priorities; entertainment Frequency of E-Mail Usage Among US Hispanic such as music and movies rank highly, as do Internet Users, by Age, February 2008 (% of respondents) gathering information and shopping. 12-24 25-34 35-44 45+ Total (n= (n= (n= (n= (n= 343) 1,495) 918) 717) 3,473) Nearly nine out of 10 online Hispanics used e-mail, according to the Constantly 36% 46% 34% 31% 37% Terra/comScore study. Online banking ranked second (72%), throughout the followed by online shopping (69%). Social media activities such as day visiting social networks, blogging, streaming video and using photo- Several times 47% 40% 47% 46% 45% throughout the sharing services were on the low end (at 39% or fewer respondents). day Other research studies show that younger Hispanic Internet users About once a 15% 14% 16% 20% 16% are more engaged in these activities than older ones. day Less than once a 2% 1% 2% 3% 2% day/not on a Online Activities* of US Hispanic Internet Users, regular basis February 2008 (% of respondents) Note: numbers may not add up to 100% due to rounding Read/send e-mail 87% Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" conducted by comScore Media Metrix, provided to eMarketer, May 2008 Online banking 72% 094808 www.eMarketer.com Online shopping 69% 094808 Read news and online magazines 65% Research products 62% Online coupons/incentives/rewards 59% Instant messaging 58% Play games 57% Information resources (directories/yellow pages) 55% Download music 53% Research travel 50% Career search 40% Social networking 39% Download video 37% Stream video 37% Photo printing/sharing services 37% Stream music 36% Online auctions 34% Stream radio 34% Purchase travel-related products 28% Discussion boards 25% Maintain a personal Webpage 24% Blogging 22% Online invitations 21% Podcast 18% Download a widget 12% Online trading 10% Personal dating 9% Other 2% None of the above 2% Note: n=3,511 ages 12+; *conducted in past six months Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" conducted by comScore Media Metrix, provided to eMarketer, May 2008 094806 www.eMarketer.com 094806 US Hispanics Online 10
  11. 11. Online Activities Hispanic adults who consider themselves influential among their Leading Online Activities of US Hispanic Adult friends and families are a source of viral e-mails, more so than Internet Users, December 2007 (% of respondents) general online influentials, according to a Burson-Marsteller Movie news 42.7% survey. They are the most likely to forward e-mails regarding interesting Websites they have found, product recommendations Shopping 41.7% and invitations to events. They send out more stories about news, Video games 34.7% product warnings and recalls, and information on products, Music news 33.2% services, political causes and petitions. Weather 32.5% Types of E-Mail Forwarded by US Hispanic vs. Total TV news 32.0% Adult E-Fluentials*, 2008 (% of respondents in each View photo from friends 31.1% group) IM/chat 30.2% Hispanic Total e-fluentials e-fuentials Sports news and scores 27.7% Personal e-mails 79% 76% Horoscopes/astrology 22.7% E-mails with attachments 76% 70% Links to interesting Websites 69% 67% Note: ages 18+ Source: BIGresearch, "Simultaneous Media Usage Study (SIMM11)," Product recommendations 66% 28% provided to eMarketer, May 14, 2008 Invites to events 64% 35% 095591 www.eMarketer.com News stories 63% 54% 095591 Warnings/recalls 58% 42% Online Shopping Information on products/services 56% 45% Online shopping by all minority groups has increased dramatically Information on causes/petitions 56% 24% between 2003 and 2008, according to The Media Audit. Among Coupons or discount offers 51% 49% Retail promotions or sale information 46% 29% Hispanic Internet users, 41.8% are shopping online this year, Jokes/cartoons 42% 65% compared with 27.7% five years ago; 23.5% make five or more Newsletters 36% 30% purchases in a year. Information on companies 31% 30% In addition, JupiterResearch predicts Hispanic online shoppers will Invites to network (e.g., Facebook) 23% 36% spend $12.8 billion in 2008. That is expected to grow to $21.6 billion Chain letters 11% 11% in 2011, about 13% of the total that will be spent on e-commerce Note: ages 18+; *i.e., influential online consumers Source: Burson-Marsteller conducted by MSI International as cited by that year. Marketing Charts, April 2, 2008 094367 www.eMarketer.com Still, some data shows Hispanics are not avid online buyers. A 094367 recent Synovate survey found that 57% of general online However, e-mail did not show up among the leading online consumers had made a recent purchase online, while only 42% of activities of Hispanic Internet users in BIGresearch’s “Simultaneous online African-Americans and just 25% of online Hispanics had Media Usage Study (SIMM11)” report, most likely because it was done so. not offered as a choice. Instead, information about movies, music, English-speaking Hispanics represented 10% of all online buyers in television, sports, weather and social activities ranked in the top 10. 2007, yet 18% of all Internet users who had not purchased anything Online shopping ranked second in this survey. online. In its recent “Online Shopping” report, the Pew Internet & American Life Project noted that the data does not support some hypotheses about online shopping, including the idea that broadband connections are a great boost to purchase decisions. US Hispanics Online 11
  12. 12. Online Activities In fact, more than one-half of the nonbuyers had a broadband According to Forrester, concerns about providing personal connection, a result that Pew researchers said was contrary to information online (32%) and the desire to touch and feel products their expectations. Also, the majority of low-income Americans—a before making a purchase (30%) were the two leading reasons group supposed to have less incentive to buy online—had made a why Hispanic Internet users refrained from buying online. purchase over the Internet. Some 58% of people whose annual That may explain why travel—an experience more than a household incomes were below $25,000 bought something product—is the top category Hispanic Internet users researched online. Pew suggests that attitudes play a critical role in shaping “usually/always,” according to the Terra/comScore study. people’s tendencies to shop online. Entertainment products such as DVDs, music and video games Demographic Profile of US Online Buyers vs. Internet are highest in the “occasionally” researched category. Users Who Have Not Purchased Online, August-September 2007 (% of respondents) US Hispanic Internet Users Who Use the Internet to Online Internet Research Goods and Services, February 2008 (% of buyers users who respondents) (n=1,111) have not Usually/ Occasionally purchased always online (n=570) Travel 35% 26% Gender Entertainment (DVDs, music and video games) 30% 45% Male 49% 49% Computers 24% 28% Female 51% 51% Consumer electronics 24% 35% Age Books 24% 39% 18-29 26% 24% Cars and other vehicles 13% 22% 30-49 46% 37% Appliances 12% 22% 50-64 23% 28% Clothing/shoes (for women) 11% 34% 65+ 6% 12% Flowers 11% 24% Race or ethnicity Clothing/shoes (for men) 10% 30% Fashion accessories 8% 27% White (non-Hispanic) 74% 66% Black (non-Hispanic) 10% 11% Toys (excluding computer games) 8% 27% Hispanic (English-speaking) 10% 18% Health-related products and services 8% 25% Education Real estate 7% 14% Less than high school graduate 6% 11% Hobbies and crafts 7% 28% High school graduate 29% 25% Clothing/shoes (for children/teens) 6% 23% Some college 25% 42% Other beauty/personal care products 6% 24% College degree or more 39% 21% Jewelry and watches 6% 23% Household income Cosmetics 6% 21% <$25,000 13% 19% Food-related products and services 6% 21% $25,000-$40,000 12% 15% Baby clothing and accessories 5% 18% $40,000-$60,000 17% 18% Home and garden 4% 18% $60,000-$100,000 22% 16% Art 4% 13% $100,000+ 19% 7% Other 4% 12% Don't know or refused response 17% 25% Note: n=3,513 ages 12+ Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" Geographic location conducted by comScore Media Metrix, provided to eMarketer, May 2008 Urban 25% 27% 094833 www.eMarketer.com Suburban 50% 47% 094833 Rural 14% 15% Household broadband 77% 53% Source: Pew Internet & American Life Project, "Online Shopping," February 13, 2008 092229 www.eMarketer.com 092229 US Hispanics Online 12
  13. 13. Online Activities Consumer electronics are by far the most-researched product Select Social Networking Website Activities of US category among online Hispanics, according to Vertis Hispanic vs. White Adult Internet Users, September Communications. More than six in 10 Hispanic Internet users 2007 (% of respondents in each group) checked out home electronics before purchasing—slightly more Download coupons than the general online population, at 59%. Clothing, major 34% appliances and all other categories drew much less online 23% interest, at 38% of respondents or fewer. Post videos 30% Products Researched Online Prior to Purchase 11% According to US Hispanic Adult Internet Users vs. Total Adult Internet Users, August-September 2007 (% Purchase products of respondents) 24% Hispanic Total 14% Home electronics 62% 59% Hispanic White Clothing 38% 30% Note: ages 18+ Major appliances 34% 37% Source: American Marketing Association (AMA) conducted by Opinion Research Corporation as cited by Marketing Charts, December 13, 2007 Home improvement items 32% 33% 090710 www.eMarketer.com Furniture 28% 25% 090710 Sporting goods 24% 20% Facebook and MySpace each launched Spanish-language versions Restaurants 21% 18% of their sites earlier this year. Facebook’s offering debuted in Office supplies 18% 17% February, the first of several languages beyond English that it plans Auto parts 18% 14% to offer. MySpace Latino, a bilingual version with eight different Health and beauty care 17% 14% communities focused on entertainment, fashion, music, nightlife, Arts and crafts 11% 9% soccer, events and news, moved out of beta testing in April. Groceries 8% 7% Eyewear (glasses or contacts) 8% 6% Don't know 1% 1% None of these 14% 23% Note: ages 18+; *prior to the survey Source: Vertis Communications, “Customer Focus OPINIONES” as cited in press release, June 5, 2008 095386 www.eMarketer.com 095386 Social Media Socializing online is just an extension of socializing offline for many young Hispanics. They are twice as likely as non-Hispanics to prefer “a large group of friends” versus a “few close friends,” the Intelligence Group reported in its survey of 14-to-34-year-olds. Unsurprisingly, 88% of this group said they had a profile on an online networking site. Hispanic Internet users are more active than whites on social network sites. A study from the American Marketing Association shows that Hispanics used more online activities within social networks, such as downloading coupons, posting videos and buying products. US Hispanics Online 13
  14. 14. Online Activities Even before the MySpace Latino launch, the English-language Number of Social Networking Websites Visited* by US version was the most popular social network among Hispanic Hispanic Internet Users, by Age, February 2008 (% of Internet users in every age group. Terra/comScore data from respondents) February 2008 shows 80% of respondents visited MySpace, 12-24 25-34 35-44 45+ Total (n= (n= (n= (n= (n= compared with 58% for Facebook. 172) 627) 229) 124) 1,152) 1 21% 21% 21% 21% 21% Social Networking Websites Visited* by US Hispanic 2 27% 24% 21% 21% 25% Internet Users, by Age, February 2008 (% of respondents) 3 20% 21% 13% 18% 19% 4 18% 11% 12% 12% 15% 12-24 25-34 35-44 45+ Total (n= (n= (n= (n= (n= 5-9 14% 17% 26% 18% 17% 172) 627) 229) 124) 1,152) 10+ <1% 3% 4% 4% 2% MySpace 83% 81% 75% 61% 80% None 0% 3% 3% 6% 2% Facebook 68% 48% 53% 26% 58% Note: numbers may not add up to 100% due to rounding; *in the past 30 Yahoo! Groups 17% 26% 36% 43% 23% days Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" Classmates 10% 18% 34% 39% 17% conducted by comScore Media Metrix, provided to eMarketer, May 2008 Flickr 18% 18% 14% 12% 17% 094824 www.eMarketer.com hi5 13% 18% 19% 9% 15% 094824 MyAOL 14% 12% 11% 26% 14% Yahoo! 360 12% 14% 18% 22% 14% Online Video Windows Live Spaces 12% 13% 19% 14% 13% Approximately one in four online Hispanics, African-Americans LiveJournal 14% 9% 5% 3% 11% and general market consumers visited YouTube in the past six LinkedIn 7% 10% 18% 7% 9% months, Synovate reported in its “2008 Diversity Market Report.” Friendster 5% 9% 18% 12% 8% African-American and Hispanic males ages 18 to 34 were more Digg 6% 7% 8% 3% 6% likely to visit the online video site than were females of the same Xanga 7% 5% 4% 5% 6% age. Among Hispanics, 41% of males and 20% of females had been Bebo 3% 4% 4% 3% 4% to YouTube. Among African-Americans, 55% of males and 33% of GaiaOnline 4% 2% 3% 1% 3% females had visited the site. Cupid 2% 2% 4% 5% 2% Minority Internet users are very proactive in seeking out online Del.icio.us 1% 6% 3% 3% 2% videos. In a separate Synovate report commissioned by Clipblast!, in Technorati 1% 2% 3% 1% 1% which respondents were broken out as white or nonwhite, 62% of Piczo 1% 2% 2% 1% 1% the minority group said they found online videos on their own, Note: *in the past 30 days compared with just 50% of whites. More minority Internet users were Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" conducted by comScore Media Metrix, provided to eMarketer, May 2008 looking for a specific video, too—an indication that they had heard 094815 www.eMarketer.com about it from a friend or had seen something about it elsewhere. 094815 MySpace may be the most popular, but younger Hispanics Online Video Resources of US Adult Internet Users, by especially are checking out more than one social network, the Race/Ethnicity, March 2008 (% of respondents) White Nonwhite Total Terra/comScore study showed. One-quarter of all Hispanic (n=476) (n=46) (n=532) Internet users visited two networks in February, while 21% stayed Discover on own 49.9% 61.5% 52.5% on one site and 19% visited three. Some 26% of 35-to-44-year-olds Recommendation 52.3% 50.2% 51.7% visited between five and nine social networks, an anomaly in the from someone known data that may indicate some parents checking up on their Search for specific 35.3% 59.6% 40.3% children’s profiles. video Recommendation 17.9% 16.3% 17.7% from someone known only online Receive via 9.3% 11.3% 9.5% unsolicited e-mail Receive via e-mail 9.9% 2.8% 8.5% subscription, RSS feed, etc. Note: ages 18+ Source: Synovate, "e-Nation" commissioned by Clipblast!, April 22, 2008 094385 www.eMarketer.com 094385 US Hispanics Online 14
  15. 15. Online Activities Conclusion Blogging The US Hispanic Internet population is young, Blogging has gone mainstream, for online Hispanics as well as the relatively acculturated and proud of its origins. general US Internet population. Hispanic blogging activity skews younger, just as it does among all Internet users. Synovate Online growth will come mostly from native-born reported there was no difference in blogging behavior between Hispanics who are comfortable speaking English the genders. and Spanish, and are comfortable with new In its most recent simultaneous media usage survey, BIGresearch media and technology. found that 20% of US bloggers are Hispanic—although respondents were allowed to choose a racial category as well. Hispanic males generally are more avid Internet users than are Demographic Profile of US Adult Bloggers*, January females—they are online more often and are more engaged in 2008 (% of respondents) online activities involving entertainment and media. Race/Ethnicity** Internet users who predominantly speak Spanish are underserved White 69.7% by many companies and publishers. Their numbers online will Hispanic 20.0% grow in proportion to the amount of targeted, relevant content African-American 12.2% provided by marketers who understand this growth opportunity. Asian 3.7% Average age 37.6 Average income $55,819 Average years of education 14.3 Note: ages 18+; *who regularly or occasionally write in a blog; **numbers do not add up to 100% as respondents who chose "Hispanic" were also allowed to choose another category Source: BIGresearch, "Simultaneous Media Survey (SIMM 11)" as cited in press release, February 12, 2008 092390 www.eMarketer.com 092390 US Hispanics Online 15
  16. 16. Endnotes Endnote numbers correspond to the unique 088681 088683 six-digit identifier in the lower left-hand corner US Hispanic Internet Users, by Acculturation Level, of each chart. March-April 2007 (% of respondents in each group) Spanish-oriented/high cultural affinity 44% 096602 096605 Spanish-oriented/low cultural affinity 51% Level of Online Engagement Among US Hispanic Internet Users, by Gender, February 2008 (% of Bicultural respondents) 79% Heavy online engagement Relatively assimilated 57% 74% 43% Total Hispanics Medium online engagement 61% 50% Note: n=1,249 ages 16+ 51% Source: Yankelovich, "2007/2008 MONITOR Multicultural Marketing Study," provided to eMarketer, September 17, 2007 Light online engagement 088681 www.eMarketer.com 40% 088681 60% Male Female Frequency of Internet Use Among US Hispanic Consumers, by Acculturation Level, March-April 2007 Note: numbers may not add up to 100% due to rounding Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" (% of respondents in each group) conducted by comScore Media Metrix, provided to eMarketer, May 2008 Spanish- Spanish- Bi- Relatively Total 096602 www.eMarketer.com oriented/ oriented/ cultural assim- Hispanics high low ilated 096602 cultural cultural affinity affinity Level of Online Engagement Among US Hispanic Every day 8% 17% 34% 34% 22% Internet Users, by Age, February 2008 (% of Almost every day 10% 11% 17% 14% 13% respondents) Weekly 8% 6% 8% 9% 8% <25 25-34 35-44 45-54 55+ A few times a 6% 10% 12% 6% 8% Heavy online engagement 45% 26% 19% 8% 2% month Medium online engagement 46% 22% 19% 11% 3% Almost never 12% 8% 8% 11% 10% Light online engagement 37% 15% 25% 14% 9% Never 52% 45% 20% 24% 36% Note: numbers may not add up to 100% due to rounding Don't know/no 4% 4% 1% 1% 3% Source: Terra Networks, "Terra.com Hispanic Syndicated Survey" answer conducted by comScore Media Metrix, provided to eMarketer, May 2008 Note: n=1,249 ages 16+ 096605 www.eMarketer.com Source: Yankelovich, "2007/2008 MONITOR Multicultural Marketing Study," 096605 provided to eMarketer, September 17, 2007 Extended Note: The responses to some of the survey questions 088683 www.eMarketer.com were used to create three "online engagement segments." These 088683 segments are a measure of self-reported behavior relating not just Extended Note: "Spanish-oriented/high cultural affinity"-35% of to the amount of time spent online, but also to the variety and Hispanic-Americans, more fluent in Spanish than English, 89% frequency of activities conducted online. Respondents were foreign-born; have a strong attachment to Hispanic culture; classified as either heavy, medium or light in terms of their derived "Spanish-oriented/low cultural affinity"-15% of Hispanic-Americans, level of online engagement. more fluent in Spanish than English, 86% foreign-born, relatively weak attachment to Hispanic culture; "Bi-cultural"-26% of Hispanic- Americans, fluent in English but have strong understanding of Spanish, 24% foreign-born, strongly attached to Hispanic culture; "Relatively assimilated"-24% of Hispanic-Americans, more fluent in English than Spanish, 9% foreign-born, relatively weak attachment to Hispanic culture. US Hispanics Online 16
  17. 17. Related Information and Links About eMarketer Related Links eMarketer is "The First Place to Look" for Association of Hispanic Advertising Agencies (AHAA) http://www.ahaa.org research and analysis on digital marketing and media. eMarketer analyzes information National Telecommunications and Information Administration (NTIA) from over 3,000 sources, and brings it together http://www.ntia.doc.gov/ in reports, articles and the most comprehensive Pew Hispanic Center database of online marketing statistics in http://www.pewhispanic.org the world. Pew Internet & American Life Project http://www.pewinternet.org A Trusted Resource US Census Bureau Minority Links for Media, Hispanics eMarketer serves as a trusted, third-party resource, cutting through the clutter and hype–helping businesses make sense of or Latinos the numbers and trends. eMarketer's products and services help http://www.census.gov/pubinfo/www/NEWhispML1.html companies make better, more informed business decisions by: Contact ■ Streamlining research sources and reducing costs eMarketer, Inc. Toll-Free: 800-405-0844 ■ Eliminating critical data gaps 75 Broad Street Outside the US: 212-763-6010 32nd floor Fax: 212-763-6020 ■ Providing an objective, bird’s eye view of the entire landscape New York, NY 10004 sales@emarketer.com ■ Better deploying and sharing information across the company Report Contributors ■ Building solid business cases backed up by hard data Susan Reiter Managing Editor ■ Reducing business risk Joanne DiCamillo Production Artist Dana Hill Production Artist ■ Saving valuable time James Ku Data Entry Associate and Production Artist Nicole Perrin Copy Editor To learn more about subscriptions to eMarketer, Hilary Rengert Senior Researcher call 800-405-0844 (outside the U.S. and Canada, and Production Artist call 001-212-763-6010), or e-mail sales@emarketer.com. Allison Smith Senior Editor US Hispanics Online 17

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