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BizReport : Research archives : March 24, 2009

Report: Internet use among U.S. Hispanics continues to rise

A new report concludes that more can be done by marketers to target U.S. Hispanic Internet users, as broadband penetration closes the gap between their numbers online versus the total U.S. population.

by Helen Leggatt

Scarborough Research has released a new report that looks at the downloading habits of Hispanic Internet users across 13 local U.S. markets with a high concentration of Hispanic adults. The results show that over half (54%) of U.S. Hispanics are now online, compared with 69% of total U.S. adults. Among the younger age groups, 18-34, this figure rises to 60%.

A key driver of this growth is the increase in accessibility to high-speed Internet access. This is closing the gap between Hispanics and the general U.S. population - 68% of Hispanic Internet users now have broadband compared with 71% of U.S. Internet users overall.

"Increased high-speed Internet access among Hispanics is opening the door for online businesses to establish brand loyalty with this consumer group," said Gary Meo, senior vice president of digital media services, Scarborough Research.

Other findings include:

• Hispanic Internet users are 21% more likely to download digital content than the average adult.

• 42% of Hispanics Internet users have downloaded digital media in the past 30 days.

Music accounts for one-third of all digital downloads among Hispanics Internet users, compared with 24% of all U.S. Internet users.

• Miami is the top Hispanic market for broadband penetration. More than three-quarters (76%) of Hispanic Internet users in Miami have broadband in their home.

• 62% of Hispanic Internet users purchased something online in the last 12 months, spending on average around $762.

Brands that cater for the differing needs of the online Hispanic population will be at an advantage, concludes Scarborough's report (.pdf), "The Power of the Hispanic Consumer Online".

"The online advertising marketplace appears to be under-represented when it comes to Hispanic promotions, so first-movers with Hispanic-targeting online marketing activity could lay the groundwork for creating greater opportunities for lifetime brand loyalty," said the report.

Tags: broadband penetration, digital downloads, Hispanic Internet users, Scarborough Research, U.S. Hispanics

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