comScore: US Hispanic online population reaches milestone

"It's well known that the Hispanic market is a growing and increasingly important segment to advertisers and marketers," said Jack Flanagan, executive vice president of comScore Media Metrix. "However, any business attempting to effectively reach this segment needs to understand the behavior of the U.S. Hispanic online consumer as a fundamental component of their marketing and media strategies."

Year over year (February 2008 through February 2009) the total online audience increased by almost 4% but the Hispanic audience increased by nearly 6%; Hispanic users also more than quadrupled the time spent online over other demographics as well as average minutes per usage day. There was a 4.4% increase for the total online audience but the Hispanic audience increased their daily online time by 7.7%.

However, the smart marketer will go where Hispanic users are to target them, not randomly throw out the net. So, where are Hispanic users going online? According to the report Hispanic users are highly into entertainment. Hispanic consumers are likely to be found in community spaces, gaming hubs or 'other' entertainment - multimedia sites, chat/discussion boards, instant messaging interfaces or music sites.

Tags: comScore Media Metrix, demographic advertising, demographic research, Hispanic demographic, Hispanic Internet users