comScore Tracks Rising Hispanic Internet Use

US Hispanics are spending more time online and viewing far more pages than a year ago, according to data published by comScore Media Metrix. The analysis examines key growth metrics, language preferences and top properties.

The figures show a dramatic increase in both the amount of time spent online and the number of Web pages viewed by the average user among the 12.5m Hispanics online in the US. Hispanics spent an average of 26.5 hours online in September 2003 (up 24% on October 2002), and viewed an average of 2,791 pages (up 30% over the same period).

52% of the 12.5m US Hispanics who use the Internet prefer to speak English, but 49% either prefer Spanish (21%) or use Spanish and English equally (28%). So while English content can and does reach large numbers of Hispanics, marketers wishing for a fuller reach must also provide relevant Spanish language content, according to the report.

AOL Time Warner, Yahoo! and MSN-Microsoft each reach around three quarters of all US Hispanic Internet users. Terra Lycos, which publishes a large amount of content in Spanish, is in 4th place, 2 places above its ranking in the general US online population. The remainder of the top ten among Hispanics are Ebay, Google Sites, Gator Network, About/Primedia, Verisign Sites and Amazon Sites, each viewed by between 24 and 43% of Hispanics.

Among Spanish-Language sites, Terra Networks and Yahoo! Spanish Language Sites take the top two places, each with around 1.45m US Hispanic visitors.

'These trends indicate that the Internet is playing an increasingly important role in Hispanics' lives', according to Richard Israel, vice president of comScore Hispanic Solutions. 'Many are developing online preferences and loyalties that will last well into the future. As with any major dislocation in consumer behavior, it's the nimble marketer that will benefit'.

Banking and lending institutions were among the earliest investors in Spanish language content and online marketing to the Hispanic population, and the rewards are apparent in a 25% increase in US Hispanic visitors to such sites in the past year - this compares with a 10% increase in traffic to banking and lending sites among general market Internet users. Bank of America drew 51% more Hispanic visitors versus last year, and recorded a remarkable 68% increase in page views.

comScore Media Metrix Hispanic measurement services were launched in October 2002 and are used by more than 90% of Hispanic marketers, publishers and advertising agencies buying Hispanic online ratings services. They are based on a continuous measurement of the Web-wide buying and surfing behaviour of a representative panel of 50,000 US Hispanic Internet users. Further details of the above results and more information about the services can be obtained via hispanicsolutions@comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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