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Table of Contents
Executive Summary
- US Hispanic Internet Users, 2006-2011 (millions and % of total Internet
users)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers-Hispanic Internet Users
- Select Demographic Characteristics of US Adults Who Use the Internet, 2006
(% of respondents in each group)
The Fragmented Hispanic Market
- US Hispanic and Non-Hispanic Population, July 1, 2006
- US Hispanic and Total Population, 2005, 2010 & 2015 (millions and % of
total population)
- Far from a Single Market
- Country or Region of Origin of US Hispanic Adults, 2006 (% of
respondents)
- First Generation, Second Generation or More?
- US Hispanic Adults, by Generation, 2006 (% of respondents)
- US Hispanic Population, by Generation, 1990, 2000, 2010 & 2020 (% of
total)
- Youthful Population
- Median Age of US Hispanic Population and Total US Population, by Gender,
2006
- Children* As a Percent of US Hispanic Population and Total US
Population, 2006
- US Hispanic Adults, by Race, Age and Income, 2007
- Spanish, English or Both
- English vs. Spanish Language Proficiency of US Hispanic Adults, 2006 (%
of respondents)
- Primary Language Spoken in Household of US Hispanic Adult Consumers,
September 2006 (% of respondents)
- Varying Acculturation Levels
- Acculturation Characteristics of US Hispanic Consumers, March-April 2007
Internet Usage
- US Hispanic Internet Users, by Country or Region of Origin, 2006 (% of
respondents in each group)
- Total Market
- US Internet Users, by Race/Ethnicity*, 2006-2011 (millions)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of population ages
3+ in each group)
- US Hispanic TV Viewers and Penetration, 1992-1993 & 2005-2006 (millions
and % of total population)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of total Internet
users)
- US Hispanic and Total Internet Users, August 2006 & August 2007
(thousands and % increase vs. prior year)
- US Hispanic Internet Users and Penetration, August 2006, December 2006 &
August 2007 (thousands and % of total Internet users)
- US Internet Users, by Hispanic Origin, July 2007
- Usage by Age
- US Internet Users, by Race/Ethnicity, March-April 2007 (% of respondents
in each group)
- US Hispanic Adult Internet Users* and Penetration, 2002, 2004 & 2006
(millions and % of total Hispanic adult population)
- US Hispanic Adult Consumers Who Own* a Personal Computer, September 2006
(% of respondents)
- US Personal Computer Households and Penetration, 2005-2011 (millions and
% of total households)
- Leading Reasons for Not Using the Internet according to US Hispanic
Non-Internet Users, 2006 (% of respondents)
- US Hispanic Consumers Who Have or Plan to Purchase a Computer*, by
Acculturation Level, March-April 2007 (% of respondents in each group)
- US Computer and Internet Users, by Race/Ethnicity, 2005-2007 (% of
respondents in each group)
- US Hispanic Internet Users, by Age, August 2007 (thousands and % of
total Hispanic Internet users)
- US Internet Users, by Age, July 2007 (thousands and % of total (1))
- US Internet Users, by Age and Race/Ethnicity, 2006 (% of respondents in
each group)
- Gender, Education and Income
- US Hispanic Internet Users, by Gender, August 2007 (thousands and % of
total Hispanic Internet users)
- US Hispanic Adult Internet Users, by Gender, August 2007 (thousands and
% of total Hispanic adult Internet users)
- US Internet Penetration, by Race/Ethnicity and Education, 2006 (% of
population in each group)
- US Internet Penetration, by Household Income, February-March 2007 (% of
respondents in each group)
- US Hispanic Adult Internet Users, by Household Income, 2006 (% of
respondents)
- Broadband Usage
- Home Internet Access Methods of US Internet Users, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- US Non-Hispanic White and Hispanic Home Internet Users Who Have a
Broadband Connection, 2006 (% of respondents in each group)
- Frequency of Use
- Frequency of Internet Use among US Consumers, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- Frequency of Internet or E-Mail Use by US Hispanic Adult Consumers,
September 2006 (% of respondents)
- Frequency of Internet Use among US Hispanic Consumers, by Gender,
March-April 2007 (% of respondents in each group)
Online Activities
- Online Activities of US Hispanic Adult Internet Users, 2005 & 2006 (% of
respondents)
- Online Activities that US Internet Users Engage in Daily or Almost Daily,
by Race/Ethnicity, March 2006 (% of respondents)
- US Internet Users Who Watch Videos Online, by Race/Ethnicity, March-April
2007 (% of respondents in each group)
- Online Social Networking and Communications Activities of US Internet
Users, by Race/Ethnicity, March-April 2007 (% of respondents in each group)
- Top 10 Web Sites among US Hispanic vs. Total US Internet Users, Ranked by
Unique Visitors, August 2007 (thousands and % of reach for each group)
- Online Social Networking Activities of US Hispanic Adult Internet Users,
July 2006 (% of respondents)
- Leading Search Engines Used Most Often by US Hispanic and Total Adult
Internet Users, July 2007 (% of respondents in each group)
- Leading Topics Regularly Searched for Online by US Hispanic and Total
Adult Internet Users, July 2007 (% of respondents in each group)
- Online Information-Gathering Activities of US Internet Users, by
Race/Ethnicity, March-April 2007 (% of respondents in each group)
- Online Financial Activities of US Internet Users, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- Online Shopping Activities of US Internet Users, by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- US Hispanic Adult Internet Users Who Believe the Internet Is the Best
Source to Make Final Purchase Decisions on Brands or Products, 2004 & 2006 (%
of respondents)
- US Hispanic Adult Internet Users Who Use the Internet to Learn about
Brands or Products, 2004 & 2006 (% of respondents)
- US Hispanic Adult Internet Users Who Use the Internet to Compare Product
Prices, 2004 & 2006 (% of respondents)
Spanish or English?
- US Hispanic Adult Internet Users, by Language Preference, 2006 (% of
respondents)
- US Hispanic Internet Users, by Language Preference, August 2007 (thousands
and % of total Hispanic Internet users)
- Attitudes of US Hispanic Adult Internet Users toward Spanish-Language Web
Sites, Q1 2007 (% of respondents)
- Demographic Profile of US Hispanic Adult Internet Users, by Web Site
Language Preference, Q1 2007
- Time Spent per Week Using the Internet* among US Adult Internet Users, by
Race/Ethnicity, March 2007 (hours)
- Time Spent per Week Watching Television among US Adult Internet Users, by
Race/Ethnicity and Language, March 2007 (hours)
Acculturation and Internet Use
- US Hispanic Internet Users, by Acculturation Level, March-April 2007 (% of
respondents in each group)
- Number of Years Online among US Hispanic Adult Internet Users*, by
Acculturation Level, July 2006 (% of respondents in each group)
- Frequency of Internet Use among US Hispanic Consumers, by Acculturation
Level, March-April 2007 (% of respondents in each group)
- US Hispanic Adult Internet Users* with Household Broadband, by
Acculturation Level, July 2006 (% of respondents in each group)
- English vs. Spanish-Language Online Content Preference of US Hispanic
Adult Internet Users*, by Acculturation Level, July 2006 (% of respondents in
each group)
- Select Online Communication and Social Media Activities of US Hispanic
Adult Internet Users*, by Acculturation Level, July 2006 (% of respondents in
each group)
- Acculturation in the Marketing Mix
Attitudes Toward Advertising
- US Consumers' Level of Agreement with the Statement "I Enjoy Looking at or
Listening to Advertising," by Race/Ethnicity, March-April 2007 (% of
respondents in each group)
- US Hispanic Consumers' Level of Agreement with the Statement "I Enjoy
Looking at or Listening to Advertising," by Gender, March-April 2007 (% of
respondents in each group)
- US Consumers' Level of Agreement with the Statement "Very Little of the
Marketing and Advertising I See Has Relevance to Me," by Race/Ethnicity,
March-April 2007 (% of respondents in each group)
- US Hispanic Consumers' Level of Agreement with the Statement "Very Little
of the Marketing and Advertising I See Has Relevance to Me," by Gender,
March-April 2007 (% of respondents in each group)
Hispanic Ad Spending
- All Media
- US Hispanic Advertising Spending, by Media, 2006 (millions and % of
total)
- US Hispanic Advertising Spending, by Media, 2005 & 2006 (millions and %
change vs. prior year)
- US Advertising Spending, by Media, 2006-2009 (% of total)
- US Hispanic TV and Print Ad Spending, by Category, 2006 (thousands)
- Top 25 Advertisers in Hispanic Media, Ranked by US Media Spending, 2006
(millions and % increase/decrease vs. prior year)
- Industries that Will Increase Hispanic Advertising Spending Most in the
Next Five Years according to US Hispanic Advertising Agencies, 2006 (% of
respondents)
- Online
- Top 10 Hispanic Web Sites, Ranked by Online Advertising Spending, 2006
(thousands)
- Top 10 US Hispanic Web Sites, Ranked by Number of Brands/Campaigns
Advertised, July 2006-June 2007 (total brands/campaigns, % market share and
% increase vs. prior year)
- Industry Categories Advertising on US Hispanic Web Sites, by Number of
Brands/Campaigns Advertised, July 2006-June 2007 (total brands/campaigns, %
market share and % increase/decrease vs. prior year)
- Top 10 Advertisers on Hispanic Web Sites, Ranked by Online Advertising
Spending, 2006 (thousands)
Conclusion
Related Information and Links
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