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Hispanic Americans Online:
A Fragmented Population
eMarketer estimates that there were 18.8 million Hispanic American Internet users in 2007, and that number will grow to nearly 25 million in 2011. Language is a key issue for marketers targeting them—but it is not the only issue.
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.
To download the report to your desktop—click Add to Cart:
eMarketer estimates that there were 18.8 million Hispanic American Internet users in 2007, and that number will grow to nearly 25 million in 2011. Language is a key issue for marketers targeting them—but it is not the only issue.
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, 2006 & 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 Websites 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 Websites, Q1 2007 (% of respondents)
Demographic Profile of US Hispanic Adult Internet Users, by Website 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 (millions)
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 Websites, Ranked by Online Advertising Spending, 2006 (thousands)
Top 10 US Hispanic Websites, 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 Websites, 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 Websites, Ranked by Online Advertising Spending, 2006 (thousands)
Conclusion
Related Information and Links
Related Links
Contact
Report Contributors
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eMarketer estimates that there were 18.8 million Hispanic American Internet users in 2007, and that number will grow to nearly 25 million in 2011. Language is a key issue for marketers targeting them—but it is not the only issue.
Advertising Age
America Online (AOL)
America Online (AOL) Digital Marketing Services, Inc. (DMS)
Association of Hispanic Advertising Agencies (AHAA)
BIGresearch
Center for Hispanic Marketing Communication at Florida State University
comScore Media Metrix
eMarketer
Forrester Research
Latino Opinions
Media Economics Group
Myers Publishing LLC
Nielsen Media Research
Nielsen//NetRatings
Pew Hispanic Center
Pew Internet & American Life Project
PQ Media, LLC
Synovate
The Latino Coalition
TNS Media Intelligence
US Census Bureau
Veronis Suhler Stevenson (VSS)
Yankelovich
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Price: $695.00
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Price: $695.00
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