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BizReport : Research archives : April 02, 2007

Study: Hispanics multitask online

A recent study from Yahoo and Simmons Market Research indicates that Hispanic Internet users are more tuned in than other demographic groups.

by Kristina Knight

According to the research, Hispanics spend 14 hours each day (27%) with media/technology products. The study also found that going online usually entails more than one device - television, laptop, radio, etc. - at a time.

Michele Madansky, vice president, global market research, Yahoo, and co-author of the report said (via Clickz), "The television is on all the time in the background, but the Internet is a critical part of their daily lives. . .The Internet is not replacing the television, it's enhancing the experience."

A recent study from Marketing y Medios had similar findings. According to that report, the Hispanic population is leading the way in broadband penetration, with 58% of the population already having broadband access. While online, the demographic is most interested in making connections. Roughly 50% visit social networks, 40% listen to the radio online and 8% watch television online.

For online marketers, this demographic is certainly not one to be ignored. "Hispanics are the largest minority in the U.S.," said Mandansky. "This is an attractive market and you need to treat this audience a little bit differently. There is a theory that U.S. Hispanics are Internet newbies and that's certainly not the case."

Tags: hispanic advertising, Hispanic target group

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