Online Hispanic Trends

Heavy Hispanic Internet Usage Not Translating into Greater Ad Spending

According to Lisa Phillips of eMarketer in a new report entitled US Hispanic Media Usage, ""Hispanic consumers under the age of 35 are spending more time online than watching TV—and are often doing both at the same time."  Philips also points out that "Overall, Hispanics are heavy users of all digital media, embracing innovations more rapidly than non-Hispanic whites."

Phillips cites a study done by Terra and comScore that indicates that:

• 96% of Hispanic Internet users spend at least one hour online, compared with 91% who spend more than an hour watching TV; and
  

• 30% of respondents went online 13 or more hours a week, compared with 23% who watched the same amount of television.

However, advertisers continue to invest their dollars in more traditional media. Phillips suggests, though, that Hispanics will lead the "uptake of mobile Internet and video in the U.S." and that soon the savvy marketers will realize where they should be investing a greater portion of their budgets.

Source:

eMarketer

Spanish-language ads - TV vs. Internet

Although the amount of money being spent on Spanish language television ads still dwarfs the amount being invested in online advertising to U.S. Hispanics, a recent article by eMarketer shows that this trend should change.

According to Vertis Communications, U.S. Hispanics' decisions were more likely to be influenced by the Internet than the general market audience, 13% as compared to 9%.

The article also cites Terra and Comscore's combined study in February 2008 that shows that U.S. Hispanics are spending at least as much time on the Internet as they do watching tv.

These figures indicate that more marketing dollars should be invested in online advertising to this growing and influential market segment.

Read full article: eMarketer