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Online U.S. Hispanic Audience Growing Rapidly

24 Apr, 2009 By: Angelique Flores

A new study from comScore Inc. found that the Hispanic online population reached a record 20.3 million in February. That figure represents 11% of the total U.S. online market — an increase of 6% from the previous year.

During the past year, the growth of the U.S. Hispanic Internet audience has outpaced that of the total U.S. online population in terms of number of visitors, time spent and pages consumed.

“It’s well known that the Hispanic market is a growing and increasingly important segment to advertisers and marketers,” said Jack Flanagan, EVP of comScore Media Metrix.

The total amount of time spent online by Hispanics increased 6.9% in 2009 — that’s 3.9% faster than the total U.S. online population. The total pages consumed grew 6% (3.6 times faster than the total U.S. online population).

The study showed that Hispanics are heavy online entertainment consumers. Hispanics spent 12% of total time online with multimedia entertainment. Other entertainment categories that ranked high on the list were community – teens (18%), gaming information (13%) and radio entertainment (13%).

“Though U.S. Hispanics are less engaged Internet users on average, they do show a predilection for communication and entertainment online — high engagement activities that offer a potentially strong marketing opportunity,” Flanagan said.

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