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Hispanics Online - US - February 2009

Hispanics are becoming internet users at a rapidly increasing rate. Just as surprising is their usage level and the time they spend doing different activities on the web. Online Hispanics top the charts in using new online initiatives and technology vis-à-vis non-Hispanics who are also internet users. They spend more time using new online tools and concepts like blogs and social networks. There are significant differences in how online Hispanics consume online media in contrast to non-Hispanics even when different demographics, online attitudes and behaviors are considered. Hispanic internet users continue to look for content that is increasingly relevant and connects with their cultural aspirations. Marketing successfully to online Hispanics requires marketers to understand the different segments of Hispanic consumers as it pertains to language, income, education, and levels of acculturation that are unique to this segment of the online population.

Readers of this report will learn:

  • Key online media consumption differences between Hispanics and non-Hispanics
  • Important characteristics on how Hispanics get online such as; place, technology platform, and frequency
  • Attitudes and behavior of online Hispanics and how usage varies by level of acculturation, income, and age
  • Hispanics’ attitudes and behavior towards online advertising, types of media used and online consumption of advertising by levels of acculturation
  • Online purchasing differences between Hispanics and non-Hispanics, including types of products purchased, dollars spent, payment methods, and e-commerce activities by Hispanics’ levels of acculturation
  • Websites frequented by Hispanics by type of site and language

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Understanding the consumer
                      • Demographics
                        • Acculturation
                          • Online consumption habits
                            • Online trends and opportunities
                              • Websites for the Hispanic consumer
                              • Insights and Opportunities

                                • Inspire Insights

                                    • Trend 1: Staying Connected
                                      • What’s it about?
                                        • Trend 2: Diversity Is All
                                          • What's it about?
                                          • U.S. Hispanic Population

                                              • U.S. Hispanic population
                                                • U.S. population by race/Hispanic origin
                                                  • Figure 1: Population by race/ Hispanic origin, 1970-2020
                                                  • Figure 2: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
                                                  • Figure 3: Population, by race and Hispanic origin, 2003-13
                                                • The Hispanic and non-Hispanic population
                                                  • By age
                                                    • Figure 4: Hispanic population, by age, 2003-13
                                                    • Figure 5: Total U.S. population, by age, 2003-13
                                                  • Hispanics by generation
                                                    • Figure 6: Generations, by Hispanic origin, 2008
                                                  • Hispanic fertility rate
                                                    • Figure 7: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                  • Country of origin/heritage
                                                    • Figure 8: Hispanic population, by country of origin/heritage, 2007
                                                    • Figure 9: Graph: Hispanics, by country of origin/heritage, 2007
                                                  • Where Hispanics live
                                                    • Hispanics by geographic concentration
                                                      • Figure 10: Graph: Hispanic population, by region and by country of origin/heritage, 2007
                                                      • Figure 11: Hispanic population, by region and by country of origin/heritage, 2007
                                                    • States with greatest Hispanic population growth
                                                      • Figure 12: Hispanic population, 2000 and 2006
                                                    • Key Hispanic metropolitan areas
                                                      • Figure 13: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                    • Hispanics’ financial data
                                                      • Hispanic purchasing power
                                                        • Figure 14: Purchasing power, by race/Hispanic origin, 2007
                                                      • Hispanic income levels
                                                        • Figure 15: Largest Hispanic markets, by Hispanic disposable income, 2005
                                                      • Hispanics’ economic growth
                                                        • Hispanics’ category expenditures
                                                          • Figure 16: expenditures, by Hispanic origin of consumer unit reference person, 2007
                                                        • The Hispanic household
                                                          • Figure 17: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                          • Figure 18: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
                                                          • Figure 19: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
                                                      • Acculturation

                                                          • What is acculturation?
                                                            • Levels of acculturation
                                                              • Unacculturated/Enculturated
                                                                • Acculturated/Bicultural
                                                                  • Assimilated
                                                                      • Figure 20: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                    • Retro-acculturation?
                                                                    • The Online Hispanic Consumer

                                                                        • Hispanic online users
                                                                          • Attitudes towards technology
                                                                            • Figure 21: Attitudes towards technology—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                          • Online media consumption by race/Hispanic origin
                                                                            • Media consumption by race/Hispanic origin
                                                                                • Figure 22: Attitudes towards the media—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                              • Websites preferred by Hispanics
                                                                                • Figure 23: Websites regularly visited by Hispanics, November 2008
                                                                              • Demographics of the online Hispanic consumer
                                                                                • Online activities by age
                                                                                    • Figure 24: Online activities, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                  • Latino young adults
                                                                                    • Figure 25: Age and race population comparison, March 2007
                                                                                  • Online consumption by household income level
                                                                                      • Figure 26: Online consumption, by household income level—Hispanics vs. non-Hispanics, November 2008
                                                                                    • Online consumption by educational attainment
                                                                                        • Figure 27: Online media and social networking attitudes of Hispanics, by education level, April 2007-June 2008
                                                                                      • Online consumption by language preference
                                                                                        • Website language preference
                                                                                          • Figure 28: Language preference of Hispanics when visiting websites outside of work, November 2008
                                                                                        • Internet usage by level of acculturation
                                                                                          • Figure 29: Hispanic attitudes towards the internet, by language choices when reading, April 2007-June 2008
                                                                                        • Online activities
                                                                                          • Searching for product information
                                                                                            • Figure 30: Product searching online behavior—Hispanics vs. non-Hispanics, November 2008
                                                                                          • Online media and social networking
                                                                                            • Figure 31: Time spent with online media, games, and social networking sites—Hispanics vs. non-Hispanics, November 2008
                                                                                            • Figure 32: Acquisition of new technology initiatives—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                          • Music and videos
                                                                                            • By frequency
                                                                                              • Figure 33: Frequency of music and video downloads—Hispanics vs. non-Hispanics, November 2008
                                                                                            • By age
                                                                                              • Figure 34: Online music and video behavior of young adults—Hispanics vs. non-Hispanics, November 2008
                                                                                            • By household income
                                                                                              • Figure 35: Online media behavior, by household income—Hispanics vs. non-Hispanics, November 2008
                                                                                            • Text messaging
                                                                                              • Figure 36: Text messaging by young adults, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                            • Online games
                                                                                              • Figure 37: Playing games online—Hispanics vs. non-Hispanics, November 2008
                                                                                            • Social networking
                                                                                              • Figure 38: Use of social networking sites—Hispanics vs. non-Hispanics, November 2008
                                                                                            • Internet phone
                                                                                              • Figure 39: Hispanic ownership of an internet phone, by language choices when reading, April 2007-June 2008
                                                                                            • Online bill payment
                                                                                              • Figure 40: Online bill payment, by language choices when reading, April 2007-June 2008
                                                                                            • Online advertising
                                                                                              • By Hispanic origin
                                                                                                • Figure 41: Internet advertising behavior—Hispanics vs. non-Hispanics, November 2008
                                                                                              • By household income
                                                                                                • Figure 42: Internet advertising behavior, by household income—Hispanics vs. non-Hispanics, November 2008
                                                                                              • Advertisement by language preference
                                                                                                • Figure 43: Hispanic attitudes towards advertising, by language preference when reading, April 2007-June 2008
                                                                                            • Online Trends and Opportunities

                                                                                                • Connecting to the internet
                                                                                                  • How Hispanics/non-Hispanics connect to the internet
                                                                                                    • Figure 44: Place of most frequent internet access—Hispanics vs. non-Hispanics, November 2008
                                                                                                  • Internet connection by household income level
                                                                                                    • Figure 45: Place of most frequent internet access, by household income—Hispanics vs. non-Hispanics, November 2008
                                                                                                  • Type of internet connection
                                                                                                    • Internet connection by income of Hispanics/non-Hispanics
                                                                                                      • Figure 46: Internet access via cell phone or home, by household income—Hispanics vs. non-Hispanics, November 2008
                                                                                                    • Internet connection by age of Hispanics/non-Hispanics
                                                                                                      • Figure 47: Internet access via cell phone or home, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                                    • Internet access via cell phones
                                                                                                      • Figure 48: Internet access via cell phone—Hispanics vs. non-Hispanics, November 2008
                                                                                                    • Broadband
                                                                                                      • Broadband connection by Hispanics/non-Hispanics
                                                                                                        • Figure 49: Internet access via broadband—Hispanics vs. non-Hispanics, November 2008
                                                                                                      • Broadband connection by age of Hispanics/non-Hispanics
                                                                                                        • Figure 50: Internet access via broadband, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                                      • Online activities
                                                                                                        • Figure 51: Main uses for internet outside work—Hispanics vs. non-Hispanics, November 2008
                                                                                                      • Social networking trends
                                                                                                        • Social networking by Hispanics/non-Hispanics
                                                                                                          • Figure 52: Social networking—Hispanics vs. non-Hispanics, November 2008
                                                                                                        • Social networking by age
                                                                                                          • Figure 53: Social networking, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                                        • Social networking by Hispanics/non-Hispanics by income
                                                                                                          • Figure 54: Social networking, by household income—Hispanics vs. non-Hispanics, November 2008
                                                                                                        • Hispanic social networking site preferences by age
                                                                                                          • Figure 55: Social networks visited by Hispanics, by age, November 2008
                                                                                                        • Chatting online
                                                                                                          • Figure 56: After work online activities outside work—Hispanics vs. non-Hispanics, November 2008
                                                                                                        • Online product feedback
                                                                                                          • Figure 57: Incidence of leaving feedback online, by income level—Hispanics vs. non-Hispanics, November 2008
                                                                                                        • Entertainment online
                                                                                                          • Figure 58: Entertainment-related activities on social networking sites, by race/Hispanic origin, October 2008
                                                                                                      • Online Purchases and Product Search

                                                                                                          • Purchasing and seeking product information
                                                                                                            • By Hispanic/non-Hispanic
                                                                                                              • Figure 59: Purchasing and seeking product information online outside work—Hispanics vs. non-Hispanics, November 2008
                                                                                                            • By age
                                                                                                              • Figure 60: Purchasing and seeking product information online outside work, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                                            • What are consumers buying online?
                                                                                                              • By Hispanic/non-Hispanic
                                                                                                                • Figure 61: Product categories purchased online—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                              • By age
                                                                                                                • Figure 62: Product categories purchased online, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                              • By household income
                                                                                                                • Figure 63: Product categories purchased online, by household income—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                              • By language preference
                                                                                                                • Figure 64: Product categories ordered online by Hispanics, by language used when reading, April 2007-June 2008
                                                                                                              • Average amount spent online
                                                                                                                • By Hispanic/non-Hispanic
                                                                                                                  • Figure 65: Amount spent on internet orders—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                • By age of Hispanics/non-Hispanics
                                                                                                                  • Figure 66: Amount spent on internet orders, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                • Hispanics by age group
                                                                                                                  • Figure 67: Amount Hispanics spent on internet orders, by age, April 2007-June 2008
                                                                                                                • Hispanics’ expenditure by language preference
                                                                                                                  • Figure 68: Language spoken when reading for Hispanics who placed an order online, April 2007-June 2008
                                                                                                                • Frequency of online purchases
                                                                                                                  • By Hispanic household income
                                                                                                                    • Figure 69: Hispanics’ incidence of placing an order online in past 12 months, by household income, April 2007-June 2008
                                                                                                                  • By Hispanic language preference
                                                                                                                    • Figure 70: Hispanics’ incidence of placing an order online in past 12 months, by language used when reading, April 2007-June 2008
                                                                                                                  • Payment for online purchases
                                                                                                                    • By payment type
                                                                                                                      • Figure 71: Payment type usually used for internet orders—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                    • Hispanic/non-Hispanic by age
                                                                                                                      • Figure 72: Form of payment usually used to pay for internet orders, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                    • By language preference
                                                                                                                      • Figure 73: Form of payment usually used by Hispanics to pay for internet orders, by language used when reading, April 2007-June 2008
                                                                                                                    • Source of offers from which merchandise or services were ordered over the internet
                                                                                                                      • By Hispanic/non-Hispanic
                                                                                                                        • Figure 74: Source of offers from which merchandise or services were ordered over the internet—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                      • By age
                                                                                                                        • Figure 75: Source of offers from which merchandise or services was purchased over the internet, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                      • By household income
                                                                                                                        • Figure 76: Source of offers from which merchandise or services was purchased over the internet, by household income—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                    • Websites Targeting Hispanics

                                                                                                                      • Online sites
                                                                                                                        • Hispanic media websites
                                                                                                                          • Hispanic portal/search engine websites
                                                                                                                            • Social network websites
                                                                                                                              • Hispanic professional social network websites
                                                                                                                                • Hispanic music social network websites
                                                                                                                                  • Hispanic blogs
                                                                                                                                    • Online Hispanic professional organizations
                                                                                                                                    • TV ads for Websites

                                                                                                                                        • Figure 77: Univision.com and career builder, 2008
                                                                                                                                        • Figure 78: Terra.com a place where everything you want is only a click away, 2007
                                                                                                                                        • Figure 79: Univision.com ad featuring their automobile search capabilities, 2008
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Decentralizers
                                                                                                                                          • Who they are
                                                                                                                                            • Opportunity
                                                                                                                                              • Linkers
                                                                                                                                                • Who they are
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Cluster characteristics
                                                                                                                                                      • Figure 80: Hispanics online clusters, November 2008
                                                                                                                                                      • Figure 81: How Hispanics connect to the internet, by Hispanics online clusters, November 2008
                                                                                                                                                      • Figure 82: Language of websites vitisted once a week, by Hispanics online clusters, November 2008
                                                                                                                                                      • Figure 83: Websites visited on a regular basis, by Hispanics online clusters, November 2008
                                                                                                                                                      • Figure 84: Activities on the internet beyond work, by Hispanics online clusters, November 2008
                                                                                                                                                      • Figure 85: Entertainment activities on the internet, by Hispanics online clusters, November 2008
                                                                                                                                                      • Figure 86: Place of birth, by Hispanic online clusters, November 2008
                                                                                                                                                    • Cluster demographics
                                                                                                                                                      • Figure 87: Hispanics online clusters, by gender, November 2008
                                                                                                                                                      • Figure 88: Hispanics online clusters, by age, November 2008
                                                                                                                                                      • Figure 89: Hispanics online clusters, by household income, November 2008
                                                                                                                                                      • Figure 90: Hispanics online clusters, by race, November 2008
                                                                                                                                                    • Cluster methodology
                                                                                                                                                    • Appendix – Other Useful Consumer Tables on Attitudes Towards Offline and Online Activities

                                                                                                                                                        • Figure 91: Attitudes towards advertising—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                                                        • Figure 92: Attitudes towards lifestyle and the inernet—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                                                                        • Figure 93: Hispanic attitudes towards the internet, by country of origin, April 2007-June 2008
                                                                                                                                                    • Appendix – Other Useful Consumer Media Consumption Tables

                                                                                                                                                        • Figure 94: Watch TV, movie, or videos on a PC, by age—Hispanics vs. non-Hispanics, November 2008
                                                                                                                                                        • Figure 95: Watch TV, movie, or videos on a PC, by household income—Hispanics vs. non-Hispanics, November 2008
                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • AOL
                                                                                                                                                      • Association of Hispanic Advertising Agencies
                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • LinkedIn
                                                                                                                                                      • MSN (USA)
                                                                                                                                                      • MySpace.com
                                                                                                                                                      • National Retail Federation (NRF)
                                                                                                                                                      • Skype Technologies S.A.
                                                                                                                                                      • Telemundo Communications Group, Inc.
                                                                                                                                                      • Terra Lycos, S.A.
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • Verizon Communications Inc.
                                                                                                                                                      • Yahoo! Inc
                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                      Hispanics Online - US - February 2009

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