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Hispanics Online - US - April 2011

Hispanics, with total buying power projected to surpass $1.4 trillion in 2013, represent an important consumer segment that sees no sign of shrinking. As of 2010, there are 49.1 million Hispanics, or 16% of the U.S. population. The internet is rapidly becoming an integral part of daily life, and marketers that wish to connect with this consumer group need to understand their online habits and needs.

Hispanics represent a significant portion of the U.S. mainstream and should no longer be considered a “minority” group. They are diverse in nature, with socioeconomic differences and language preference playing key roles in how the internet is used among all Hispanics. While internet use lags behind other ethnic groups, Hispanics represent the biggest growth market. They are also trend-setters, exemplified by the cell phone which is now the primary online connectivity device for Hispanic adults.

This report gives marketers key insights and observations of Hispanic internet users, including:

  • Hispanic internet consumption based on language preference and household incomes, and how marketers can best promote goods and services to a diverse consumer group
  • New opportunities for internet service providers, wireless service operators, and marketers and advertisers who wish to increase market share by targeting online Hispanic consumers
  • An analysis of Hispanics’ online activities and internet purchase habits, based on age and language preference
  • An examination of current advertising campaigns and websites targeting the various consumer segments within this ethnic group
  • An overview of the U.S. Hispanic population, including demographic distribution and differing levels of acculturation, and how this affects internet usage

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Advertising
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The online consumer
                      • The Hispanic online consumer
                        • Online consumption habits
                          • Online trends
                            • Accessing the internet via cell phones
                              • Online activities
                                • Websites and search engines
                                  • Marketing strategies
                                    • U.S. Hispanic population
                                      • Demographics
                                        • Acculturation
                                        • Insights and Opportunities

                                          • Say goodbye to the digital divide
                                            • La vida social
                                              • The intercontinental informer
                                                • The face of America’s future
                                                  • Limited by language
                                                  • Inspire Insights

                                                      • Trend: “Influentials”
                                                      • The Online Consumer

                                                        • Key points
                                                          • Online consumers
                                                            • Hispanics are less likely to be online
                                                                • Figure 1: Likelihood of being online, by race/Hispanic origin, July 2009 -Sept. 2010
                                                              • The Hispanic consumer
                                                                • English-dominant more likely to be online
                                                                  • Figure 2: Likelihood of Hispanics being online, by language spoken in the home, July 2009 - Sept. 2010
                                                                • Household income plays an important role when it comes to online access
                                                                  • Figure 3: Likelihood of Hispanics being online, by household income, July 2009 - Sept. 2010
                                                              • The Hispanic Online Consumer

                                                                • Key points
                                                                  • Accessing the internet
                                                                    • Older adults just as likely to be online as younger adults
                                                                        • Figure 4: From where do Hispanic consumers access the internet, by age, October 2010
                                                                      • Household income and language impact online access
                                                                          • Figure 5: From where do Hispanic consumers access the internet, by household income, October 2010
                                                                          • Figure 6: From where do Hispanic consumers access the internet, by language spoken in the home, October 2010
                                                                        • Language of websites visited
                                                                          • Spanish-dominant also visit websites in English
                                                                              • Figure 7: Language of websites visited outside of work by Hispanic consumers, by language spoken in the home, October 2010
                                                                            • Older Hispanics tend to visit websites in English
                                                                                • Figure 8: Language of websites visited outside of work by Hispanic consumers, by age, October 2010
                                                                              • Attitudes toward and usage of the internet
                                                                                • Skype is more likely to be used by older Hispanics
                                                                                    • Figure 9: Attitudes toward and usage of the internet by Hispanic consumers, by age, October 2010
                                                                                  • The language of websites visited does not affect online habits
                                                                                      • Figure 10: Attitudes toward and usage of the internet by Hispanic consumers, by language of websites visited, October 2010
                                                                                  • Online Consumption Habits

                                                                                    • Key points
                                                                                      • Online purchasing behavior
                                                                                        • Hispanics and Blacks are the least likely to buy online
                                                                                          • Figure 11: Incidence of purchasing online, by race/Hispanic origin, July 2009 -Sept. 2010
                                                                                        • Younger Latinas are the most likely to shop online
                                                                                          • Figure 12: Hispanics’ incidence of purchasing online, by age and gender, July 2009 -Sept. 2010
                                                                                          • Figure 13: Hispanics’ likelihood of purchasing online, by language spoken in the home, July 2009 - Sept. 2010
                                                                                        • Source of offer for internet order
                                                                                          • Catalogs and magazines drive online purchases
                                                                                            • Figure 14: Source of offer for internet order placed in the last 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
                                                                                          • English-dominant are more likely to act on an offer seen in a catalog
                                                                                            • Figure 15: Source of offer for internet order placed in the last 12 months by Hispanics, by language spoken in the home, July 2009 -Sept. 2010
                                                                                          • Types of product and service purchased online
                                                                                            • Hispanics demonstrate a similar purchasing behavior to that of Whites and Blacks
                                                                                              • Figure 16: Types of product or service purchased online in the last 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
                                                                                            • Hispanic men and woman tend to purchase different types of product online
                                                                                              • Figure 17: Type of product or service purchased online in the last 12 months by Hispanics, by gender, July 2009 -Sept. 2010
                                                                                            • English-dominant more likely to purchase apparel and footwear online
                                                                                              • Figure 18: Type of product or service purchased online in the last 12 months by Hispanics, by language spoken in the home, July 2009 -Sept. 2010
                                                                                            • Average expenditure on internet orders
                                                                                              • Hispanics are not big online spenders
                                                                                                • Figure 19: Average expenditure on internet orders in the last 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
                                                                                              • English-dominant are bigger online spenders
                                                                                                • Figure 20: Average expenditure on internet orders in the last 12 months by Hispanics, by language spoken in the home, July 2009 - Sept. 2010
                                                                                                • Figure 21: Average expenditure on internet orders in the last 12 months by Hispanics, by household income, July 2009 -Sept. 2010
                                                                                              • Middle-aged Hispanic men are the biggest online spenders
                                                                                                • Figure 22: Average expenditure on internet orders in the last 12 months by Hispanics, by age and gender, July 2009 -Sept. 2010
                                                                                              • Type of payment used for online orders
                                                                                                • Hispanics are unlikely to credit cards for online purchases
                                                                                                  • Figure 23: Type of payment used for orders placed online in the past 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
                                                                                                • Credit or debit?
                                                                                                  • Figure 24: Type of payment used for orders placed online in the past 12 months by Hispanics, by language spoken in the home, July 2009 -Sept. 2010
                                                                                              • Online Trends

                                                                                                • Key points
                                                                                                  • Online ads, social networking, and video games
                                                                                                    • Hispanics of both genders seek product information, but are cool to advertising messages
                                                                                                        • Figure 25: Attitudes toward and use of online ads, social networking, and video games, by age and gender, October 2010
                                                                                                      • English-dominant Hispanics use the internet to learn about products
                                                                                                        • Figure 26: Attitudes toward and use of online ads, social networking, and video games, by language spoken in the home, October 2010
                                                                                                    • Accessing the Internet via Cell Phones

                                                                                                      • Key points
                                                                                                        • Attitudes toward accessing the internet via cell phone
                                                                                                          • Latinas are surfing from their cell phone
                                                                                                            • Figure 27: Hispanics’ attitudes toward using cell phone to access the internet, by gender, October 2010
                                                                                                          • Younger Hispanics are highly engaged in social media
                                                                                                            • Figure 28: Hispanics’ attitudes toward using cell phone to access the internet, by age, October 2010
                                                                                                          • Spanish-dominant are more likely to connect to the internet through a mobile device
                                                                                                            • Figure 29: Hispanics’ attitudes toward using cell phone to access the internet, by language in which survey was taken, October 2010
                                                                                                        • Online Activities

                                                                                                          • Key points
                                                                                                            • Online activities of consumers
                                                                                                              • Hispanics use the internet to be entertained
                                                                                                                  • Figure 30: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009 - Sept. 2010
                                                                                                                • The Hispanic online consumer
                                                                                                                  • Latinas are the most active email users
                                                                                                                    • Figure 31: Online activities, sites visited/used in the last 30 days, by age and gender, July 2009 -Sept. 2010
                                                                                                                  • Bilingual Hispanics are the most active internet users
                                                                                                                      • Figure 32: Online activities, sites visited/used in the last 30 days, by language spoken in the home, July 2009 - Sept. 2010
                                                                                                                  • Websites and Search Engines

                                                                                                                    • Key points
                                                                                                                      • Sites and search engines
                                                                                                                        • Hispanics prefer streamed video and audio downloads
                                                                                                                          • Figure 33: Websites and search engines used in the last 30 days, by race/Hispanic origin, July 2009 -Sept. 2010
                                                                                                                        • The Hispanic consumer
                                                                                                                          • Latinas are more active than Hispanic men with social media
                                                                                                                            • Figure 34: Websites and search engines used in the last 30 days, by gender, July 2009 -Sept. 2010
                                                                                                                          • Spanish-dominant online users love YouTube and Hotmail
                                                                                                                            • Figure 35: Websites and search engines used in the last 30 days, by language spoken in the home, July 2009 -Sept. 2010
                                                                                                                          • Spanish-language sites and search engines
                                                                                                                            • Spanish-dominant internet users are attracted to portals
                                                                                                                              • Figure 36: Spanish-language websites and search engines used in the last 30 days, by language spoken in the home, July 2009 -Sept. 2010
                                                                                                                          • Marketing Strategies

                                                                                                                            • Key points
                                                                                                                              • Television
                                                                                                                                • Ads targeting the Hispanic consumer
                                                                                                                                  • Hotels.com
                                                                                                                                    • Figure 37: Hotels.com, be smart, TV ad, January 2011
                                                                                                                                    • Figure 38: Hotels.com, welcome rewards, TV ad, June 2009
                                                                                                                                  • GobiernoUSA.gov
                                                                                                                                    • Figure 39: Gobiernousa.gov, TV ad, July 2010
                                                                                                                                  • Cablevision
                                                                                                                                    • Figure 40: Cablevision, TV ad, September 2008
                                                                                                                                  • Verizon
                                                                                                                                    • Figure 41: Verizon, Droid can, TV ad, August 2010
                                                                                                                                    • Figure 42: Verizon, Get fired up, TV ad, January 2011
                                                                                                                                  • Online
                                                                                                                                    • Volkswagen of America
                                                                                                                                      • Todobebé
                                                                                                                                        • Pampers
                                                                                                                                          • Pepsi Yo Sumo
                                                                                                                                            • Time Warner Cable
                                                                                                                                              • AT&T
                                                                                                                                                • McDonald’s
                                                                                                                                                  • ESPN Deportes
                                                                                                                                                  • Cluster Analysis

                                                                                                                                                      • Limited Access
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunities
                                                                                                                                                              • Actively Online
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunities
                                                                                                                                                                      • Public Averse
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunities
                                                                                                                                                                              • Characteristic tables
                                                                                                                                                                                • Figure 43: Hispanic online clusters, November 2010
                                                                                                                                                                                • Figure 44: How Hispanics access the internet, by Hispanic online clusters, November 2010
                                                                                                                                                                                • Figure 45: Attitudes toward and usage of the internet, by Hispanic online clusters, November 2010
                                                                                                                                                                                • Figure 46: Online purchasing behavior, by Hispanic online clusters, November 2010
                                                                                                                                                                              • Demographic tables
                                                                                                                                                                                • Figure 47: Hispanic online clusters, by gender, November 2010
                                                                                                                                                                                • Figure 48: Hispanic online clusters, by age, November 2010
                                                                                                                                                                                • Figure 49: Hispanic online clusters, by household income, November 2010
                                                                                                                                                                                • Figure 50: Hispanic online clusters, by language in which survey was taken, November 2010
                                                                                                                                                                                • Figure 51: Hispanic online clusters, by language primarily spoken in the home, November 2010
                                                                                                                                                                                • Figure 52: Hispanic online clusters, by household internet access, November 2010
                                                                                                                                                                              • Cluster methodology:
                                                                                                                                                                              • U.S. Hispanic Population

                                                                                                                                                                                  • Key facts
                                                                                                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                                                                                                      • Figure 53: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                      • Figure 54: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                      • Figure 55: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                                    • The Hispanic and non-Hispanic population
                                                                                                                                                                                      • The Hispanic and total U.S. population by age
                                                                                                                                                                                        • Figure 56: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                        • Figure 57: Total U.S. population, by age, 2005-15
                                                                                                                                                                                      • The Hispanic and total U.S. population by gender
                                                                                                                                                                                        • Women
                                                                                                                                                                                          • Figure 58: Hispanic women, by age, 2005-15
                                                                                                                                                                                          • Figure 59: Total U.S. female population, by age, 2005-15
                                                                                                                                                                                        • Men
                                                                                                                                                                                          • Figure 60: Hispanic men, by age, 2005-15
                                                                                                                                                                                          • Figure 61: Total U.S. male population, by age, 2005-15
                                                                                                                                                                                        • Hispanic purchasing power
                                                                                                                                                                                          • Figure 62: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                        • U.S. household income distribution
                                                                                                                                                                                          • Figure 63: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                                        • Hispanic income levels by state
                                                                                                                                                                                          • Figure 64: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                        • The Hispanic household
                                                                                                                                                                                          • Figure 65: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                          • Figure 66: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                          • Figure 67: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                          • Figure 68: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                        • Generations
                                                                                                                                                                                          • Hispanics by generation
                                                                                                                                                                                            • Figure 69: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                            • Figure 70: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                          • Hispanics by country of origin/heritage
                                                                                                                                                                                            • Figure 71: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                            • Figure 72: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                          • Hispanics by geographic concentration
                                                                                                                                                                                            • Figure 73: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                            • Figure 74: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                            • Figure 75: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                          • States with greatest Hispanic population growth
                                                                                                                                                                                            • Figure 76: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                          • Key Hispanic metropolitan areas
                                                                                                                                                                                            • Figure 77: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                                          • Acculturation
                                                                                                                                                                                            • What is acculturation?
                                                                                                                                                                                              • Why is level of acculturation important?
                                                                                                                                                                                                • Levels of acculturation
                                                                                                                                                                                                    • Figure 78: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                  • What is retro-acculturation?
                                                                                                                                                                                                    • Retro-acculturation
                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • American Electronics Association
                                                                                                                                                                                                      • American Marketing Association (AMA)
                                                                                                                                                                                                      • AOL
                                                                                                                                                                                                      • Association of Hispanic Advertising Agencies
                                                                                                                                                                                                      • Association of National Advertisers (ANA)
                                                                                                                                                                                                      • Best Buy Co.
                                                                                                                                                                                                      • Cablevision Systems Corporation
                                                                                                                                                                                                      • Consumer Electronics Association
                                                                                                                                                                                                      • Cyber Security Industry Alliance
                                                                                                                                                                                                      • ESPN, Inc.
                                                                                                                                                                                                      • Expedia Inc.
                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                      • FedEx Corporation
                                                                                                                                                                                                      • Interactive Advertising Bureau (US)
                                                                                                                                                                                                      • MasterCard Incorporated
                                                                                                                                                                                                      • McDonald's Corporation
                                                                                                                                                                                                      • MSN (USA)
                                                                                                                                                                                                      • MySpace.com
                                                                                                                                                                                                      • Netflix, Inc.
                                                                                                                                                                                                      • PepsiCo Inc
                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                      • Telemundo Communications Group, Inc.
                                                                                                                                                                                                      • Ticketmaster
                                                                                                                                                                                                      • Travelocity.com L.P.
                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                      • Univision Communications Inc.
                                                                                                                                                                                                      • US Department of Commerce
                                                                                                                                                                                                      • Verizon Communications Inc.
                                                                                                                                                                                                      • Volkswagen of America, Inc.
                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                      Hispanics Online - US - April 2011

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