Targeting the US Hispanic Market: Trends, Prospects & Opportunities

Methodology

• The eMarketer Difference
• The Bene ts of eMarketer's Aggregation Approach
• " Benchmarking" and Projections

I Introduction

• Hispanic Population in the US,Total vs.Online,2000 & 2005 (in millions and as a % of total)
• Hispanic Internet Users in the US,2000-2007 (in millions)
• Analysis

II The New Largest Minority

A. US Hispanics:More Diverse than Alike

• Preference for the Term "Hispanic" vs. "Latino" among Hispanics in the US,2002 (as a % of respondents)

• Terms Hispanic Adults in the US Use to Describe Themselves,US-Born vs. Foreign-Born,2002 (as a % of respondents)
• Primary Language among Hispanic Adults in the US,US-Born vs.Foreign-Born, 2002 (as a % of respondents)
• Top 25 US Hispanic Ad Agencies' Media Buys,by Language,2001-2003 (as a % in Spanish)
• US Hispanics' Attitudes Regarding Whether They Trust Brands Advertised in Spanish More than Those that Are Not,Q2 2003 (as a % of respondents)
• US Hispanics' Attitudes Regarding Whether They Are More Inclined to Purchase Brands Advertised in Spanish,Q2 2003 (as a % of respondents)
• Language Preferences among US Hispanic Internet Users,September 2003 (in thousands of unique visitorsand as a % of total)
• Predominant Language of Internet Sites Normally Visited by Hispanics in New York and Los Angeles,2002 (as a % of respondents)
• Language Used on US Hispanic Print News Web Sites,2002 (as a % of respondents)

• Views on Pan-Ethnic Identity among Hispanics in the US,2002 (as a % of respondents)
• Preferred or Volunteered Racial Categories among Hispanics in the US,2002 (as a % of respondents)

III Market Demographics (Know Your Market)

• Demographic Pro le of Hispanic Internet Users and All Internet Users in the US, 2002

A. Population & Geography

• US Total and Hispanic Population Projections,2000-2030 (in millions)
• US Hispanic Share of Total Population,2000-2030
• US Total and Hispanic Population Projections,2000-2030 (as a % increase vs.prior year shown)
• Average Size of US Hispanic Households,by National Background,2002
• US Hispanic Population,by National Background,2002 (in thousands and as a % of total Hispanic population)
• US Hispanic Population in Top 15 States,July 2002 (in thousands and as a % of total state population)
• Hispanic Internet Users vs.All Internet Users in the US,by Household Size, January 2003 (as a % of total)
• US Hispanic Population in Top 15 Cities,July 2002 (in thousands and as a % of total city population)
• Internet Penetration among Hispanics in the US,by Region,2002
• Top 10 US Hispanic Metropolitan Markets,2002 (in thousands)
• Internet Penetration among Hispanics in the US,by Region,2002

B. Age & Gender

• US Total and Hispanic Population,by Age,2002 (in thousands and as a % of population)
• US Total and Hispanic Population,by Age,2002 (as a % increase/decrease vs. 2000)
• US Hispanic Population,by National Background and Age,2002 (as a % of total Hispanic population)
• US Hispanic Population,by National Background and Age,2002 (in thousands)
• Breakdown of Hispanic Internet Users vs.All Internet Users in the US,by Age, January 2003 (as a % of total)
• Hispanic and Non-Hispanic Internet Users,by Age,2002 (as a % of respondents in each group)
• Hispanic and Non-Hispanic Internet Users,by Gender,2002 (as a % of respondents in each group)

C. Income

• US Hispanics' Family Household Income,by National Background,2001 (as a % of each group)
• US Hispanics' Household Income,2002 (as a % of Hispanic households)
• US Hispanics' Family Household Income,by National Background,2001 (in thousands)
• Breakdown of Hispanic Internet Users vs.All Hispanics in the US,by Income, January 2003 (as a % of total)
• Demographic Pro le of US Hispanic Internet Users and Non-Internet Users,2003 (as a % of respondents)

Disposable Income

• Disposable Income of US Hispanic and Non-Hispanic Markets,2000,2002 & 2007 (as a % of total)
• Disposable Income of US Hispanic and Non-Hispanic Markets,2000,2002 & 2007 (in billions)
• Disposable Income of US Hispanic and Non-Hispanic Markets,2000-2007 (as a % increase)
• US Hispanic Purchasing Power,1999-2002
• Disposable Income of US Hispanics in Top 15 States,2000,2002 & 2007 (in billions)
• Average Annual Purchasing Power among Hispanics in the US,1999-2002
• Disposable Income of US Hispanics in Top 15 States,2000-2007 (as a % increase)
• Disposable Income of US Hispanics in Top 15 States,2000,2002 & 2007 (as a % of total)
• US Hispanics' Share of Total Disposable Income in Top 10 States,2002

D. Education & Employment

• US Hispanics with Education Levels of High School or Higher,by National Background,2000 (as a % of each group)
• US Hispanics' Education Levels,2002 (as a % of Hispanic population)
• US Hispanics with Management/Professional or Sales/Of ce Occupations,by National Background,2000 (as a % of each group)
• US Hispanics with Education Levels of High School or Higher,by National Background,2000 (in thousands)

E. Race & Ethnic Group Comparisons

Income & Employment

• US Household Income,by Race/Ethnicity,2001 (as a % of group households) 52 US Household Median Income,by Race/Ethnicity,2001
• Average Annual Household Income in the US,by Ethnicity,2001-2002
• Employment Growth among Whites,African Americans and Hispanics in the US, by Education,Q4 2000 vs.Q4 2002 (as a % increase/decrease)
• Disposable Income of US Hispanic and Non-Hispanic Markets,2000-2007 (as a % increase)
• Executive and Professional Employment Growth among Whites,African Americans and Hispanics in the US,Q4 2000 vs.Q4 2002 (as a % increase)
• Internet Users in the US,by Race/Ethnicity and Income,March & May 2002 (as a % of respondents)

Spending Patterns

• US Consumers' Average Annual Out-of-Pocket Expenditures,by Race/Ethnicity, 2001
• US Consumers' Average Annual Out-of-Pocket Expenditures,by Race/Ethnicity, 2001 (as a % of type of expenditure)

F. The Drawbacks of Demographic Data

IV Internet Access

• Likehood that Hispanic and Non-Hispanic Non-Internet Users Will Use the Internet in the Next Year,2002 (as a % of respondents)
• Hispanic Internet Users and All Internet Users in the US,by Experience Online, 2002 (as a % of respondents)
• Non-Internet Users in the US Who Say They Will Ever Go Online,by Race/Ethnicity,March & May 2002 (as a % of respondents)

A. Total Users

• Internet Users in the US,by Race/Ethnicity,2001-2007 (in millions)
• Internet Users among Major Spanish-Speaking Populations Worldwide,January 2003 (in thousands)

B. Share of Total Users & Population

• Internet Users in the US,by Race/Ethnicity,March & May 2002 (as a % of respondents)
• Internet Users in the US,by Race/Ethnicity,2001-2007 (as a % of total users)
• Internet Users in the US,by Race/Ethnicity,January 2003 vs.July 2003 (as a % of total users)
• Internet Users in the US,by Race/Ethnicity,February 2002-March 2003 (as a % of total users)
• Internet Users vs.Total Adult Population in the US,by Race/Ethnicity,October-December 2003 (as a % of online users and total population)
• Internet Users in the US,by Race/Ethnicity,November-December 2002 (as a % of total adult users)

Share of Population

• Internet Access Penetration in the US,by Race/Ethnicity,January 2003 vs.July 2003 (as a % of each group's population ages 12+)
• Internet Access Penetration in the US,by Race/Ethnicity,2001-2003 (as a % of the population ages 12+ in each group)
• Internet Users in the US,by Race/Ethnicity,2000 & 2002 (as a % of respondents)

C. Annual Growth Rates

• Internet Users in the US,by Race/Ethnicity,2001-2007 (as a % increase vs.prior year)

D. Household Access

• Hispanic Online Households in the US,2002-2007 (as a % increase vs.prior year)
• Hispanic Online Households in the US,2001-2007 (in millions)
• Internet Access among US Households,by Race/Ethnicity,Q4 2001 vs.Q4 2003 (as a % of each group's total households)
• Internet Access among US Households,by Race/Ethnicity,Q4 2001 vs.Q4 2003 (in millions and as a % increase vs.prior year)
• At-Home Internet Access Pro le of Total Households vs.Hispanic Households in the US,Q4 2003 (as a % of total and Hispanic households)

E. Access By Education,Age & Region

• Internet Users in the US,by Race/Ethnicity and Education,March & May 2002 (as a % of respondents)
• White,African-American and Hispanic Internet Users in the US,by Region,2002 (as a % of total users)
• Hispanics in New York and Los Angeles with Internet Access,2002 (as a % of respondents)

V Internet Usage,Activities & Attitudes

• Time Spent Online and Page Views by US Hispanic Internet Users,October 2002 vs.September 2003 78
• Internet Usage among US Hispanics vs.All Internet Users,by Average Pages & Minutes per Usage Day,June 2003 78
• Time Spent Online per Week by Hispanic Internet Users and All Internet Users in the US,by Access Location,2002 (in hours) 79
• Internet Usage among Hispanics in the US,by Language Used at Home,January 2003 (in minutes and pages viewed per usage day) 79
• Time Spent Online by Hispanic and Non-Hispanic Internet Users in the US,2002 (in hours per week) 80
• Time Spent Online at Home by Hispanic and Non-Hispanic Internet Users in the US,2002 (in hours per week) 80

A. Online Activities

• Online Activities of Hispanic Internet Users in the US,2002 (as a % of respondents)
• Online Entertainment Usage by Hispanic Internet Users vs.All Internet Users in the US,2002 (as a % of respondents)
• Music Downloaders in the US,by Race/Ethnicity,2000-2004 (as a % of respondents)
• Media Source Relied on the Most for Product and Service Information by Hispanics in the US,2002 (as a % of respondents)
• Online Financial Accounts Used by US Baby Boomers,by Race/Ethnicity,2003 (as a % of respondents)
• Media Source Relied on the Most for News by Hispanics in the US,by Topic,2002 (as a % of respondents)
• Frequency with Which US Baby Boomers Go Online for Financial News,by Race/Ethnicity,2003 (as a % of respondents)
• Financial Services Tasks Performed Online by US Baby Boomers,by Race/Ethnicity,2003 (as a % of respondents)

E-Commerce

• Internet Purchases in the Prior 30 Days by Total Households vs.Hispanic Households,Q4 2003 (as a % of total and Hispanic households and as mean spending)
• Average Amount Spent Online by Hispanic Internet Users and All Internet Users in the US,2002 (in dollars)
• US Hispanic Adults Who Made Internet Purchases,by Frequency per Year,2002 (as a % of respondents)
• B2C E-Commerce Activities of Hispanic Adult Internet Users in the US,2002 (as a % of respondents)
• Popular Items Purchased Online by Hispanic Internet Users and All Internet Users in the US,2002 (as a % of online shoppers)
• Preferred Methods US Consumers Use to Contact Companies about Customer Service Issues,by Ethnicity/Race,October 2003 (as a % of respondents)

Web Site Visitors

• Top Web Site Properties Visited by US Hispanic Internet Users,September 2003 (in thousands of unique visitors)
• Top Five Banking Sites among US Hispanic Internet Users,by Unique Visitors and Page Views,September 2003 (as a % increase vs.prior year)
• Top Spanish-Language Web Sites among US Hispanic Internet Users,September 2003 (in thousands of unique visitors and % reach)
• Top Three Automotive Web Sites among Hispanic Internet Users,by Preference for Speaking Spanish At Home,February 2003 (unique visitors in thousands)
• Top 10 Automotive Web Sites among Hispanic Internet Users in the US,February 2003 (in thousands of unique visitors and as a % of auto manufacturer and total Internet visitors)
• Top 10 Travel Sites among Hispanic Internet Users in the US,June 2003 vs.May 2003 (in thousands of unique visitors and % change)

B. Hispanic Attitudes About the Internet

• Features US Online Households Cite as Important for Internet Content Sites,by Race/Ethnicity,Q2 2003 (as a % of respondents)
• Features US Online Households Cite as Important for Internet Content Sites,by Race/Ethnicity,Q2 2003 (as a % of respondents)
• US Hispanics' Evaluation of Advertising for Its Service and Utility,by Media,2002 (rated from 1 to 5)
• US Hispanics' Evaluation of Advertising for Its Category Content,by Media,2002 (rated from 1 to 5)
• Importance of the Internet as a Source of Entertainment among Hispanic and Non-Hispanic Internet Users,2002 (as a % of respondents)
• Importance of the Internet as a Source of Information among Hispanic and Non-Hispanic Internet Users,2002 (as a % of respondents)
• Hispanic and Non-Hispanic Internet Users in the US Who Are Extremely Concerned with Privacy and Credit Card Information When Buying Online,2002 (as a % of respondents ages 16+)
• Hispanic and Non-Hispanic Internet Users Who Believe that the Information on the Internet Is Reliable and Accurate,2002 (as a % of respondents)

VI Advertising & Marketing to US Hispanics

• Revenues for the Leading Hispanic Portals in the US,2001 & 2002 (in millions and % change)

A. Ad Spending

• Advertising Spending in the US Hispanic Market,by Media,2002 (in millions)
• Leading US Hispanic Designated Market Areas (DMAs) Ranked by Gross Media Spending,by Media,2002 (in millions)
• Advertising Revenues of Spanish-Language Daily Newspapers in the US,1970-2002 (in millions)
• Circulation of Spanish-Language Daily Newspapers in the US,1970-2002 (in thousands)
• Hispanic Market Advertising Spending in the US,by Media,2001-2004 (in millions)
• Hispanic Market Advertising Spending in the US,by Media,2002-2004 (as a % increase/decrease vs.prior year)
• Hispanic Market Advertising Spending in the US,by Media,2001-2004 (as a % of market share)
• Advertising Spending Growth in the US,by Media,Q3 2003 (as a % increase/decrease vs.Q3 2002)
• US Advertising Spending,by Measured Media,2003 (in millions and as a % increase/decrease vs.prior year)
• Comparison of Ad Spending Budgets for Measured Media,by Medium,First Half 2002 vs.First Half 2003 (as a % of total budgets)
• US Spanish-Language Network TV Spending,2002-2003 (in millions,as a % increase vs.prior year and as a % of total measured media spending)
• US Advertising Spending Projections,by Media,2004 (as a % increase vs.prior year)

Top Ad Categories & Advertisers

• Most Active US Advertising Categories in Hispanic Media,August 2003 (in millions)
• US Advertising Spending in Hispanic Media for the Top 10 Advertisers,August 2003 (in millions)
• Number of Active Advertisers on All US Spanish-Language Web Sites,Q3 2002 vs. Q3 2003
• Top 10 Advertisers in US Hispanic Magazines,by Spending,2003

B. Hispanic Ad Agencies

• Gross Billings at the Top 25 US Hispanic Ad Agencies,2002 & 2003 (in millions)
• Top 25 US Hispanic Ad Agencies,by Gross Billings,2002 & 2003 (in millions and % increase/decrease vs.prior year)
• Top 25 US Hispanic Ad Agencies,by Gross Billings,2002 & 2003 (in millions and % increase/decrease vs.prior year)
• Top 25 US Hispanic Ad Agencies' Expenditures,by Medium,2003 (in millions and as a % of total billings)
• Top 25 US Hispanic Ad Agencies' Expenditures,by Service,2003 (in millions and as a % of total billings)
• Top 25 US Hispanic Ad Agencies' Media Buys,by Language,2001-2003 (as a % in Spanish)

VII Views & Implications

A. The eMarketer View

B. Implications for Your Business

• For Marketers
• For Web Publishers

C. Related Information & Links

• Related Links
• Related Charts
• Suggested Key Words for eStat Database

Index of Charts