U.S. Hispanic Internet User Growth Outpaces U.S. Online Population by 50 Percent

Hispanic online adoption and engagement accelerates at blinding speed, reports comScore.

A record 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market, are Hispanics which is an increase of 6% from previous year. Growth rates in visits, average minutes spent and page impressions all increased at a superior rate then the average online population.

U.S. Hispanics are Heavy Online Entertainment Users

Though they represent 11 percent of the total U.S. online audience, Hispanics account for just 9 percent of total time spent online. To understand where Hispanics are most likely to consume content online, the study looked at the site categories where they spent an above average share of their online time.

The top ranked category where Hispanics over indexed were:

1. Community – Teens, where U.S. Hispanics accounted for 18% of total time spent in the category
2. Gaming Information at 13%
3. Web Radio (13%)
4. Multimedia (12%)
5. Discussion/Chat/Instant Messengers (11%)
6. Music (11%).
   

“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,” said Jack Flanagan, executive vice president of comScore Media Metrix.

Source: http://www.comscore.com/press/release.asp?press=2783

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