US Hispanic Media Usage

SUMMARY

According to Advertising Age, to reach Hispanic consumers, last year advertisers spent 64% of their media budgets on Spanish-language broadcast and cable TV networks, while Internet display ads garnered less than 5%.

The US Hispanic Media Usage report dissects the question of why advertising dollars have been so slow to follow Hispanic eyeballs online.

Hispanic consumers under the age of 35 are spending more time online than watching TV - and are often doing both at the same time.

In general, Hispanics are heavy users of all digital media, embracing innovations more rapidly than non-Hispanic whites. Yet Hispanic-targeted ad dollars remain locked in TV budgets. Why?

Key questions the “US Hispanic Media Usage” report answers:

• How much time do Hispanics spend online in relation to other media?
• How do Hispanics multitask among media?
• What types of digital media do Hispanics consume?
• What does the “Hispanic digital home” look like?
• What do Spanish-speaking Hispanics do online?
• Why is it so hard to measure ad spending targeted to this audience?
• And many others.....

eMarketer Reports - On Target and Up to Date

The US Hispanic Media Usage report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.

TABLE OF CONTENTS

Executive Summary

• US Hispanic Advertising Spending, by Media, 2007 (millions and % of total)
• Key Questions

The eMarketer View

• Key eMarketer Numbers-Hispanics Online
• US Hispanic Internet Users, 2007-2012 (millions and % of total Internet users)

Media Usage Trends

• Average Time Spent Weekly Using Select Media Among US Hispanic Internet Users, February 2008 (% of respondents)
• Average Time per Week that US Internet Users Spend with Select Media, September-October 2007 (hours)
• Average Amount of Time US African-American and Hispanic-American Adults Spend Online per Day, 2007 & 2008 (minutes and % change)
• Time Spent per Week Using the Internet* Among US Adult Internet Users, by Race/Ethnicity, March 2007 (hours)
• Television
  • US Hispanic Multichannel TV Households, 2007 & 2011 (millions)
  • Weekly Time Spent Watching TV by US Households, by Race/Ethnicity, 2007 (hrs:mins)
  • Time Spent per Week Watching Television Among US Adult Internet Users, by Race/Ethnicity and Language, March 2007 (hours)
  • Types of TV Shows Watched Most Often by US Adults, by Race/Ethnicity, December 2007 (% of respondents)
• Multitasking on Big and Small Screens
  • Frequency of Using the Internet While Watching TV among US Hispanic Internet Users*, by Age, February 2008 (% of respondents)
  • Time Spent per Week Surfing the Internet and Watching TV Among US Hispanic Internet Users, by Age and Generation, February 2008 (hours)
  • Computer Activities Conducted While Watching TV Among US Hispanic Internet Users*, February 2008 (% of respondents)
• Radio
  • US Hispanic vs. Total US Consumers Who Have Listened to Online Radio, by Type, January & February 2007 (% of respondents)
  • US Hispanic iPod Owners Who Would Choose Radio over Their iPod, January & February 2007 (% of respondents)
  • Time Spent per Week Listening to Radio Among US Adult Internet Users, by Race/Ethnicity and Language, March 2007 (hours)
  • Radio Formats Listened to Most Often by US Hispanic Adult Internet Users, December 2007 (% of respondents)

The Digital Hispanic Home

• Planned Consumer Electronics Purchases* According to US Hispanic Adults vs. Total Adults, 2007 (% of respondents)
• Consumer Electronics Device Ownership Among US Hispanic Consumers, March-April 2007 (% of respondents)
• US Adult Internet Users Who Have a Desktop or Laptop Computer, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
• US Adult Internet Users Who Have TiVo or a DVR, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
• US Adult Internet Users Who Have a Digital Camera, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
• US Adult Internet Users Who Have Satellite Radio, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
• New Media Activities
  • New Media Used Regularly by US Hispanic Adults, December 2007 (% of respondents)
  • US Adult Internet Users Who Have a Website, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)
  • US Adult Internet Users Who Have a Blog, by Race/Ethnicity and Language, March 2007 (% of respondents in each group)

Influential Media

• 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)
• Type of Media that Most Influences the Purchase Decisions of US Hispanic Adults vs. Total Adults, 2007 (% of respondents)
• Media that Influence Electronics Purchases According to US Adults, by Race/Ethnicity, December 2007 (% of respondents)
• Average Time Spent with Select Media per Week by US Adult Hispanic vs. Total E-Fluentials*, 2008 (hours)
• US Hispanic Internet Users Who Influence the Purchasing Decisions of Their Friends and Family, by Age and Language Preference, February 2008 (% of respondents)
• US Hispanic Internet Users Who Agree with the Statement "I Usually Remember the Brands I See Advertised Online," by Language Preference, February 2008 (% of respondents)
• US Hispanic Internet Users Who Agree with the Statement "I Am More Likely to Notice Online Ads that Are in Spanish," by Language Preference, February 2008 (% of respondents)

Advertising Spend

• US Spanish-Language Advertising Spending, by Media, 2006 & 2007 (millions and % change)
• US Hispanic Advertising Spending, by Media, 2007 (millions and % of total)
• US Online Advertising Spending, by Format, 2008-2013 (% share and billions)
• US Hispanic Advertising Spending, by Category, 2006 & 2007 (thousands and % change)
• Top 10 Advertisers on Hispanic Websites, Ranked by Online Advertising Spending, 2007 (thousands)

Trends to Watch

Endnotes

• 97143
• US Online Advertising Spending, by Format, 2008-2013 (% share and billions)

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