Insights on U.S. Hispanic Market
I recently talked with Natasha Funk, research director for Terra Networks. She has some interesting demographics to share on the online U.S. Hispanic market. We mostly talked about a content-engagement study Terra conducted with comScore.
The study looked at the February online activity of about 20,000 to 25,000 US Hispanics ages 2 and up. It cut the group into heavy users (top 20%), medium users (next 30%) and light users (bottom 50%).
“The heavies spent 4 minutes 27 seconds on average per day online,” Funk says. “The lights, in sharp contrast, spend only .25 minutes.”
Some other differences between the three groups:
“The heavies tend to be males and live in certain DMAs, such as New York and Miami. They also tend to be very proud when asked the ethnic pride question, ‘How proud are you of your heritage?’”
“The mediums…have more of an even gender split. They’re more likely to live in L.A. or New York, instead of Miami, be born in the U.S. and bilingual.”
“The lights are the oldest of the three, median age 33. They tend to be more English-exclusive at home and actually tend to live outside of the five urban Hispanic markets, and interestingly enough, they have the lowest level of Hispanic pride.”
They also tend to be female and have a lower income level, according to a press release.
Another revealing nugget: language preferences of the market.
“They skew toward English-only for business…for at work, for out of the home, for online content, ecommerce transactions,” she says. When they’re at home with family, “that’s where you see Spanish-only dominating in some cases.”
A final note: 19.5 million Hispanics were online in March, Natasha says. It’s a market that can really add to your bottom line.
Categories: Research And Measurement hispanic, research
