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Hispanic Youth Online:
Language and Culture Define Usage
Young people 24 and under represent 35% of all Hispanic online users. While their online activities resemble those of the general youth market, they have unique characteristics. Their culture, heritage and language define their online behavior and how they respond to marketing messages.
Attention: Marketers, Advertising Agencies, Retailers, Online Content Sites, Educators, Political Marketers and Government Agencies.
The Hispanic Youth Online report looks at the unique characteristics that define this hard-to-reach market.
The Hispanic online population is growing at a steady pace, fueled mainly by Hispanic youth who are joining their peers online. They share many of the same perceptions and attitudes toward the Internet as the general market, but they also seek out content that is culturally relevant.
Marketers and media should use a bilingual approach to reach them.
Key questions the "Hispanic Youth Online" report answers:
- How many Hispanic Americans are online?
- How does the young age of the Hispanic population impact online attitudes and activities?
- What language should be used: Spanish, English or both?
- What factors will drive growth in Hispanic online ad spending this year?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The Hispanic Youth Online report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart business decisions.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
Young people 24 and under represent 35% of all Hispanic online users. While their online activities resemble those of the general youth market, they have unique characteristics. Their culture, heritage and language define their online behavior and how they respond to marketing messages.
Impetus
 US Hispanic Internet Users, 2005-2010 (millions)
Overview
Issues & Questions
The eMarketer View
Implications for Your Business
Key Demographic Data
US Total and Hispanic Population, 2000-2050 (millions and Hispanic % of total)
A Youthful Population
US Hispanic and Non-Hispanic Population, by Age, 2004 (% of total in each group)
US Hispanic and Total Population Ages 0-24, 2000-2020 (millions and % change)
US Hispanic Population, by Generation, 1990, 2000, 2010 & 2020 (% of total)
Employment, Education, Income
Internet Usage
US Hispanic Internet Users, 2005-2010 (millions)
US Internet Users, by Race/Ethnicity, 2005-2010 (millions)
US Internet Users, by Race/Ethnicity, 2005-2010 (% of total population ages 3+ within each group)
US Adult Internet Users, by Race/Ethnicity, February 2006 (% of respondents in each group)
US Internet Users, by Race/Ethnicity, 2005-2010 (% of total Internet users)
US At-Home and At-Work Hispanic Internet Users Compared with Total Internet Users, January 2005 & January 2006 (thousands and % increase vs. prior year)
US Hispanic Internet Users Compared with Total Internet Users, January 2005 & January 2006 (thousands and % increase vs. prior year)
Comparative Estimates: US Hispanic Internet Users, January 2006 (millions and % of total Internet user population)
US Adult Hispanic Internet Users Compared with Total Adult Internet Users, Fall 2005 (% of respondents in each group)
Age
US Young Hispanic Internet Users, by Age, 2005 & 2010 (millions)
US Hispanic Internet Users*, by Age, January 2006 (thousands of unique visitors and % of total Hispanic Internet users)
US Internet Users*, by Age, January 2006 (millions of unique visitors and % of total Internet users)
Demographic Profile of US Hispanic Internet Users, January-February 2005 (% of respondents)
US Adult Hispanic Internet Users Compared with Total Adult Internet Users, by Age, Fall 2005 (% of respondents in each group)
Hispanic Americans Ages 14-29 Who Have Home Internet Access, by Generation, 2005 (% of respondents in each group)
Computer Use and Access Location
US Hispanic Adults Who Own a Computer or Have One in Their Home, December 2005 (% of respondents)
Broadband
Broadband* Connectivity at Home or Work among US Adult Hispanic Internet Users Compared with Total Adult Internet Users, by Age, Fall 2005 (% of respondents in each group)
US Hispanic Adults Who Have or Plan to Purchase* High-Speed Internet Access, by Age, 2005 (% of respondents in each group)
Attitudes of US Hispanic Internet Users Ages 16-25 and Total Hispanic Internet Users toward Paying for a Faster Internet Connection, 2005 (% of respondents in each group)
Perceptions and Attitudes
Attitudes toward the Internet among US Adult Hispanic Internet Users Compared with Total Adult Internet Users, Fall 2005 (% of respondents in each group)
Reasons US Hispanic Internet Users Ages 16-25 and Total Hispanic Internet Users Want to Keep Going Online, 2005 (% of respondents in each group)
Attitudes toward the Internet among US Adult Hispanic Internet Users, by Age, Fall 2005 (% of respondents in each group)
Attitudes toward the Internet among US Hispanic Internet Users Ages 18-34 Compared with Total Internet Users Ages 18-34, Fall 2005 (% of respondents in each group)
Media Choices: Spanish, English or Both?
US Hispanic Internet Users, by Dominant Language, 2004 & 2005 (% of respondents in each group)
Language Preference for Reading Content Online according to US Hispanic Internet Users, August 2004 & August 2005
Language Preference for Reading Content Online according to US Hispanic Internet Users, by Dominant Language, January-February 2005 (% of respondents)
Top Sites
Top 10 Websites among US Hispanic Internet Users, Ranked by Unique Visitors, January 2005 & January 2006 (thousands and % increase/decrease vs. prior year)
Top 10 Websites among US Hispanic Internet Users, January 2006
Spanish-Language Content Still Needed
US Hispanic Internet Users Who Feel It Is Important to Have Spanish-Language Content Online, by Dominant Language, January-February 2005 (% of respondents in each group)
Online Activities
Frequency and Time Online
Frequency of Internet and E-Mail Usage among US Hispanic Adults, December 2005 (% of respondents)
Number of Times US Adult Hispanic Internet Users Accessed the Internet* in the Last 7 Days Compared with Total US Internet Users, Fall 2005 (% of respondents in each group)
Frequency of Internet Usage among US Hispanic Youth Ages 16-25 and Total Hispanic Population Ages 16-25, 2005 (% of respondents in each group)
Time Spent on the Internet by US Hispanic Internet Users, by Age, January 2006 (millions of minutes and % of total minutes)
Number of Times US Adult Hispanic Internet Users Ages 18-24 Accessed the Internet* in the Last 7 Days Compared with Total US Internet Users, Fall 2005 (% of respondents in each group)
Most Popular Activities
Online Activities* of US Adult Hispanic Internet Users Compared with Total Adult Internet Users, Fall 2005 (% of respondents in each group)
Online Activities of US Hispanic Internet Users vs. All Internet Users, January-February 2005 (% of respondents*)
Online Communication Activities* among US Hispanic Internet Users, by Age, January-February 2005 (% of respondents)
Youth Market Activities
Online Activities* of US Hispanic Internet Users Ages 16-25 and Total Hispanic Internet Users, 2005 (% of respondents in each group)
Online Activities* of US Hispanic Internet Users, by Age, Fall 2005 (% of respondents in each group)
Online Activities* of US Hispanic Internet Users Ages 18-24 Compared with Total Internet Users Ages 18-24, Fall 2005 (% of respondents in each group)
Online Activities* of US Hispanic Internet Users Ages 25-34 Compared with Total Internet Users Ages 25-34, Fall 2005 (% of respondents in each group)
Mobile Phones and Texting
US Hispanic Teens and Adults Who Have or Plan to Purchase* Select Technologies, by Age, 2005 (% of respondents in each group)
Hispanic Americans Ages 14-29 Who Own Mobile Phones, 2005 (% of respondents)
Hispanic American Mobile Phone Owners Ages 14-29 Who Send Text Messages, 2005 (% of respondents)
Online Marketing and Advertising
US Hispanic Online Advertising Spending, 2006 (millions and % increase vs. prior year)
Ad Spending Data and Forecasts
US Hispanic TV and Print Ad Spending, 2004 & 2005 (millions and % change)
US Hispanic and Total Media Advertising Spending, 2004 & 2005 (% increase vs. prior year)
US Advertising Spending, by Media, 2005 (% increase/decrease vs. prior year)
Expected Change in Hispanic Ad Budgets among US Marketers and Agencies, 2006 (% of respondents)
US Advertising Spending Growth, by Media, 2006 (% increase vs. prior year)
Top Advertisers, Sites and Categories
Total Image-Based Advertising Impressions on Hispanic Sites, by Month, January-December 2005 (thousands)
Top 10 Hispanic Media Sites, by Number of Brands/Campaigns Advertised, February 2005-January 2006 (total brands/campaigns and % increase/decrease vs. prior year)
Industry Categories Advertising on US Hispanic Websites, February 2005-January 2006 (total brands/campaigns, % market share, % increase/decrease vs. prior year)
Top 10 Advertisers on Hispanic Websites, Ranked by Impressions*, January 2006 (thousands)
Top 10 Hispanic Websites, Ranked by Number of Advertising Impressions*, January 2006 (thousands)
The Next Frontier
Importance of Cultural Relevance
Attitudes of Hispanic-Americans Ages 14-29 toward the Use of Spanish vs. English in Media and Marketing, 2005 (% of respondents)
Related Information and Links
Resources, Sites, Blogs
Suggested Keywords for eStat Database
Contact
Report Contributors
About eMarketer
eMarketer's Core Expertise
Dedicated Team
A Trusted Resource
Young people 24 and under represent 35% of all Hispanic online users. While their online activities resemble those of the general youth market, they have unique characteristics. Their culture, heritage and language define their online behavior and how they respond to marketing messages.
Advertising Age
America Online (AOL)
comScore Media Metrix
eMarketer
Media Economics Group
National Center for Education Statistics - US
New American Dimensions
Nielsen//NetRatings
NOP World
Pew Hispanic Center
Pew Internet & American Life Project
Roper Public Affairs
Selig Center for Economic Growth
Simmons Market Research Bureau (SMRB)
The Latino Coalition
TNS Media Intelligence
US Census Bureau
Yankelovich
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