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SUMMARY
The Hispanic Americans Online report assesses the many challenges marketers
face reaching this rapidly growing but diverse population.
As important as it is, the choice between communicating in Spanish or English
is just one piece of the puzzle. Marketers must also consider age, income and
the degree of acculturation if they hope to influence Hispanic online users.
Key questions the “Hispanic Americans Online” report addresses:
- How many Hispanic Americans are online?
- What online activities are most popular?
- How do language and acculturation affect Internet usage?
- How are marketers accounting for varying degrees of acculturation in their
campaigns?
- And many others......
eMarketer Reports- On Target and Up to Date
The Hispanic Americans Online report aggregates the latest data from marketing
and communications researchers with eMarketer analysis to provide the
information you need to make intelligent, far-sighted business decisions.
TABLE OF CONTENTS
Executive Summary
- US Hispanic Internet Users, 2006-2011 (millions and % of total Internet
users)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers-Hispanic Internet Users
- Select Demographic Characteristics of US Adults Who Use the Internet, 2006
(% of respondents in each group)
The Fragmented Hispanic Market
- US Hispanic and Non-Hispanic Population, July 1, 2006
- US Hispanic and Total Population, 2005, 2010 & 2015 (millions and % of
total population)
- Far from a Single Market
- Country or Region of Origin of US Hispanic Adults, 2006 (% of
respondents)
- First Generation, Second Generation or More?
- US Hispanic Adults, by Generation, 2006 (% of respondents)
- US Hispanic Population, by Generation, 1990, 2000, 2010 & 2020 (% of
total)
- Youthful Population
- Median Age of US Hispanic Population and Total US Population, by Gender,
2006
- Children* As a Percent of US Hispanic Population and Total US
Population, 2006
- US Hispanic Adults, by Race, Age and Income, 2007
- Spanish, English or Both
- English vs. Spanish Language Proficiency of US Hispanic Adults, 2006 (%
of respondents)
- Primary Language Spoken in Household of US Hispanic Adult Consumers,
September 2006 (% of respondents)
- Varying Acculturation Levels
- Acculturation Characteristics of US Hispanic Consumers, March-April 2007
Internet Usage
- US Hispanic Internet Users, by Country or Region of Origin, 2006 (% of
respondents in each group)
- Total Market
- US Internet Users, by Race/Ethnicity*, 2006-2011 (millions)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of population ages
3+ in each group)
- US Hispanic TV Viewers and Penetration, 1992-1993 & 2005-2006 (millions
and % of total population)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of total Internet
users)
- US Hispanic and Total Internet Users, August 2006 & August 2007
(thousands and % increase vs. prior year)
- US Hispanic Internet Users and Penetration, August 2006, December 2006 &
August 2007 (thousands and % of total Internet users)
- US Internet Users, by Hispanic Origin, July 2007
- Usage by Age
- US Internet Users, by Race/Ethnicity, March-April 2007 (% of respondents
in each group)
- US Hispanic Adult Internet Users* and Penetration, 2002, 2004 & 2006
(millions and % of total Hispanic adult population)
- US Hispanic Adult Consumers Who Own* a Personal Computer, September 2006
(% of respondents)
- US Personal Computer Households and Penetration, 2005-2011 (millions and
% of total households)
- Leading Reasons for Not Using the Internet according to US Hispanic
Non-Internet Users, 2006 (% of respondents)
- US Hispanic Consumers Who Have or Plan to Purchase a Computer*, by
Acculturation Level, March-April 2007 (% of respondents in each group)
- US Computer and Internet Users, by Race/Ethnicity, 2005-2007 (% of
respondents in each group)
- US Hispanic Internet Users, by Age, August 2007 (thousands and % of
total Hispanic Internet users)
- US Internet Users, by Age, July 2007 (thousands and % of total (1))
- US Internet Users, by Age and Race/Ethnicity, 2006 (% of respondents in
each group)
- Gender, Education and Income
- US Hispanic Internet Users, by Gender, August 2007 (thousands and % of
total Hispanic Internet users)
- US Hispanic Adult Internet Users, by Gender, August 2007 (thousands and
% of total Hispanic adult Internet users)
- US Internet Penetration, by Race/Ethnicity and Education, 2006 (% of
population in each group)
- US Internet Penetration, by Household Income, February-March 2007 (% of
respondents in each group)
- US Hispanic Adult Internet Users, by Household Income, 2006 (% of
respondents)
- Broadband Usage
- Home Internet Access Methods of US Internet Users, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- US Non-Hispanic White and Hispanic Home Internet Users Who Have a
Broadband Connection, 2006 (% of respondents in each group)
- Frequency of Use
- Frequency of Internet Use among US Consumers, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- Frequency of Internet or E-Mail Use by US Hispanic Adult Consumers,
September 2006 (% of respondents)
- Frequency of Internet Use among US Hispanic Consumers, by Gender,
March-April 2007 (% of respondents in each group)
Online Activities
- Online Activities of US Hispanic Adult Internet Users, 2005 & 2006 (% of
respondents)
- Online Activities that US Internet Users Engage in Daily or Almost Daily,
by Race/Ethnicity, March 2006 (% of respondents)
- US Internet Users Who Watch Videos Online, by Race/Ethnicity, March-April
2007 (% of respondents in each group)
- Online Social Networking and Communications Activities of US Internet
Users, by Race/Ethnicity, March-April 2007 (% of respondents in each group)
- Top 10 Web Sites among US Hispanic vs. Total US Internet Users, Ranked by
Unique Visitors, August 2007 (thousands and % of reach for each group)
- Online Social Networking Activities of US Hispanic Adult Internet Users,
July 2006 (% of respondents)
- Leading Search Engines Used Most Often by US Hispanic and Total Adult
Internet Users, July 2007 (% of respondents in each group)
- Leading Topics Regularly Searched for Online by US Hispanic and Total
Adult Internet Users, July 2007 (% of respondents in each group)
- Online Information-Gathering Activities of US Internet Users, by
Race/Ethnicity, March-April 2007 (% of respondents in each group)
- Online Financial Activities of US Internet Users, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- Online Shopping Activities of US Internet Users, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- US Hispanic Adult Internet Users Who Believe the Internet Is the Best
Source to Make Final Purchase Decisions on Brands or Products, 2004 & 2006 (%
of respondents)
- US Hispanic Adult Internet Users Who Use the Internet to Learn about
Brands or Products, 2004 & 2006 (% of respondents)
- US Hispanic Adult Internet Users Who Use the Internet to Compare Product
Prices, 2004 & 2006 (% of respondents)
Spanish or English?
- US Hispanic Adult Internet Users, by Language Preference, 2006 (% of
respondents)
- US Hispanic Internet Users, by Language Preference, August 2007 (thousands
and % of total Hispanic Internet users)
- Attitudes of US Hispanic Adult Internet Users toward Spanish-Language Web
Sites, Q1 2007 (% of respondents)
- Demographic Profile of US Hispanic Adult Internet Users, by Web Site
Language Preference, Q1 2007
- Time Spent per Week Using the Internet* among US Adult Internet Users, by
Race/Ethnicity, March 2007 (hours)
- Time Spent per Week Watching Television among US Adult Internet Users, by
Race/Ethnicity and Language, March 2007 (hours)
Acculturation and Internet Use
- US Hispanic Internet Users, by Acculturation Level, March-April 2007 (% of
respondents in each group)
- Number of Years Online among US Hispanic Adult Internet Users*, by
Acculturation Level, July 2006 (% of respondents in each group)
- Frequency of Internet Use among US Hispanic Consumers, by Acculturation
Level, March-April 2007 (% of respondents in each group)
- US Hispanic Adult Internet Users* with Household Broadband, by
Acculturation Level, July 2006 (% of respondents in each group)
- English vs. Spanish-Language Online Content Preference of US Hispanic
Adult Internet Users*, by Acculturation Level, July 2006 (% of respondents in
each group)
- Select Online Communication and Social Media Activities of US Hispanic
Adult Internet Users*, by Acculturation Level, July 2006 (% of respondents in
each group)
- Acculturation in the Marketing Mix
Attitudes Toward Advertising
- US Consumers' Level of Agreement with the Statement "I Enjoy Looking at or
Listening to Advertising," by Race/Ethnicity, March-April 2007 (% of
respondents in each group)
- US Hispanic Consumers' Level of Agreement with the Statement "I Enjoy
Looking at or Listening to Advertising," by Gender, March-April 2007 (% of
respondents in each group)
- US Consumers' Level of Agreement with the Statement "Very Little of the
Marketing and Advertising I See Has Relevance to Me," by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- US Hispanic Consumers' Level of Agreement with the Statement "Very Little
of the Marketing and Advertising I See Has Relevance to Me," by Gender,
March-April 2007 (% of respondents in each group)
Hispanic Ad Spending
- All Media
- US Hispanic Advertising Spending, by Media, 2006 (millions and % of
total)
- US Hispanic Advertising Spending, by Media, 2005 & 2006 (millions and %
change vs. prior year)
- US Advertising Spending, by Media, 2006-2009 (% of total)
- US Hispanic TV and Print Ad Spending, by Category, 2006 (thousands)
- Top 25 Advertisers in Hispanic Media, Ranked by US Media Spending, 2006
(millions and % increase/decrease vs. prior year)
- Industries that Will Increase Hispanic Advertising Spending Most in the
Next Five Years according to US Hispanic Advertising Agencies, 2006 (% of
respondents)
- Online
- Top 10 Hispanic Web Sites, Ranked by Online Advertising Spending, 2006
(thousands)
- Top 10 US Hispanic Web Sites, Ranked by Number of Brands/Campaigns
Advertised, July 2006-June 2007 (total brands/campaigns, % market share and
% increase vs. prior year)
- Industry Categories Advertising on US Hispanic Web Sites, by Number of
Brands/Campaigns Advertised, July 2006-June 2007 (total brands/campaigns, %
market share and % increase/decrease vs. prior year)
- Top 10 Advertisers on Hispanic Web Sites, Ranked by Online Advertising
Spending, 2006 (thousands)
Conclusion
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