Hispanics and Media and the Internet - US - February 2004

Contents

INTRODUCTION & ABBREVIATIONS

INTRODUCTION

OTHER RELEVANT REPORTS

DEFINITION

ABBREVIATIONS & TERMS

• Terms
• Abbreviations

EXECUTIVE SUMMARY

HISPANICS ARE NOW THE LARGEST MINORITY GROUP IN THE U.S.

U.S. HISPANICS ARE A DIVERSE GROUP

ACCULTURATION HAS A LARGE INFLUENCE ON PURCHASES

SPANISH-LANGUAGE MARKETING NEEDED TO REACH HISPANICS

LOWER COMPUTER OWNERSHIP AND USE AMONG HISPANICS

OWNERSHIP OF SOME PERIPHERALS IS RELATIVELY HIGH

IMMIGRANTS SPEND MORE TIME ON THE COMPUTER

HISPANICS ARE LESS LIKELY TO OWN MANY TYPES OF SOFTWARE

HISPANICS ARE MORE LIKELY TO GO ONLINE

MOST HISPANIC ONLINE SUBSCRIBERS SIGNED UP RECENTLY

E-MAIL IS THE MOST COMMON USE OF THE INTERNET

HISPANICS ARE MORE LIKELY TO USE CELL PHONES

CUSTOM PHONE SERVICES APPEAL TO MANY HISPANICS

THE HISPANIC POPULATION

INTRODUCTION

GROWTH OF THE HISPANIC POPULATION

• Figure 1 U.S. population by Hispanic origin, 1990-2002
• Graph 1 Hispanic population by age, 2002

DIVERSITY WITHIN THE HISPANIC POPULATION

MANY HISPANICS ARE IMMIGRANTS

• Graph 2 Median household income, by Hispanic origin, 2001

DIFFERENCES IN REGIONAL HISPANIC POPULATIONS

HISPANICS HAVE LARGER THAN AVERAGE HOUSEHOLDS

• Graph 3 Household size, by Hispanic origin, 2002

ACCULTURATION

COMPUTERS

COMPUTER OWNERSHIP AND USE

• Figure 2 Home computer ownership and computer use at work, by Hispanic origin, 2002
• Figure 3 Home computer ownership and computer use at work by Hispanics, by nativity, 2002
• Figure 4 Home computer ownership and computer use at work by Hispanics, by language spoken at home, 2002
• Figure 5 Home computer ownership and computer use at work by Hispanics, by heritage, 2002
• Figure 6 Home computer ownership and computer use at work by Hispanics, by age of householder/respondent, 2002
• Figure 7 Home computer ownership and computer use at work by Hispanics, by household income, 2002

COMPUTER PERIPHERALS AND ACCESSORIES

• Figure 8 Ownership of peripherals and accessories, by Hispanic origin, 2002
• Graph 4 Ownership of peripherals and accessories, by Hispanic origin, 2002
• Figure 9 Ownership of peripherals and accessories by Hispanics, by nativity, 2002
• Figure 10 Ownership of peripherals and accessories by Hispanics, by language spoken at home, 2002
• Figure 11 Ownership of peripherals and accessories by Hispanics, by heritage, 2002
• Figure 12 Ownership of peripherals and accessories by Hispanics, by age of householder, 2002
• Figure 13 Ownership of peripherals and accessories by Hispanics, by presence of children, 2002
• Figure 14 Ownership of peripherals and accessories by Hispanics, by household income, 2002

TIME SPENT ON THE COMPUTER

• Figure 15 Average time spent on home computer per week, by Hispanic origin, 2002
• Figure 16 Average time spent on home computer per week by Hispanics, by nativity, 2002
• Figure 17 Average time spent on home computer per week by Hispanics, by language spoken at home, 2002
• Figure 18 Average time spent on home computer per week by Hispanics, by heritage, 2002
• Figure 19 Average time spent on home computer per week by Hispanics, by age of householder, 2002
• Figure 20 Average time spent on home computer per week by Hispanics, by presence of children, 2002
• Figure 21 Average time spent on home computer per week by Hispanics, by household income, 2002

SOFTWARE PROGRAMS

• Figure 22 Types of software programs owned at home, by Hispanic origin, 2002
• Figure 23 Types of software programs owned at home by Hispanics, by nativity, 2002
• Figure 24 Types of software programs owned at home by Hispanics, by language spoken at home, 2002
• Figure 25 Types of software programs owned at home by Hispanics, by heritage, 2002
• Figure 26 Types of software programs owned at home by Hispanics, by age of householder, 2002
• Figure 27 Types of software programs owned at home by Hispanics, by presence of children, 2002
• Figure 28 Types of software programs owned at home by Hispanics, by household income, 2002

THE INTERNET

USE OF ONLINE SERVICES

• Figure 29 Use of online services, by Hispanic origin, 2002
• Figure 30 Use of online services by Hispanics, by nativity, 2002
• Figure 31 Use of online services by Hispanics, by language spoken at home, 2002
• Figure 32 Use of online services by Hispanics, by heritage, 2002
• Figure 33 Use of online services by Hispanics, by age, 2002
• Figure 34 Use of online services by Hispanics, by gender, 2002
• Figure 35 Use of online services by Hispanics, by household income, 2002

LENGTH OF TIME SUBSCRIBING TO ONLINE SERVICE

• Figure 36 Length of time subscribing to online service, by Hispanic origin, 2002
• Graph 5 Length of time subscribing to online services, by Hispanic origin, 2002
• Figure 37 Length of time subscribing to online service by Hispanics, by nativity, 2002
• Figure 38 Length of time subscribing to online service by Hispanics, by language spoken at home, 2002
• Figure 39 Length of time subscribing to online service by Hispanics, by heritage, 2002
• Figure 40 Length of time subscribing to online service by Hispanics, by age, 2002
• Figure 41 Length of time subscribing to online service by Hispanics, by gender, 2002
• Figure 42 Length of time subscribing to online service by Hispanics, by household income, 2002

PURPOSE OF INTERNET USE

• Figure 43 Purpose of Internet use, by Hispanic origin, 2002
• Graph 6 Purpose of Internet use (selected categories), by Hispanic origin, 2002
• Figure 44 Purpose of Internet use by Hispanics, by nativity, 2002
• Figure 45 Purpose of Internet use by Hispanics, by language spoken at home, 2002
• Figure 46 Purpose of Internet use by Hispanics, by heritage, 2002
• Figure 47 Purpose of Internet use by Hispanics, by age, 2002
• Figure 48 Purpose of Internet use by Hispanics, by gender, 2002
• Figure 49 Purpose of Internet use by Hispanics, by household income, 2002

TELEPHONES

TELEPHONE EQUIPMENT

• Figure 50 Types of telephone equipment owned, by Hispanic origin, 2002
• Graph 7 Purpose of Internet use (selected categories), by Hispanic origin, 2002
• Figure 51 Types of telephone equipment owned by Hispanics, by nativity, 2002
• Figure 52 Types of telephone equipment owned by Hispanics, by language spoken at home, 2002
• Figure 53 Types of telephone equipment owned by Hispanics, by heritage, 2002
• Figure 54 Types of telephone equipment owned by Hispanics, by age of householder/respondent, 2002
• Figure 55 Types of telephone equipment owned by Hispanics, by presence of children, 2002
• Figure 56 Types of telephone equipment owned by Hispanics, by household income, 2002

TELEPHONE SERVICES

• Figure 57 Use of custom telephone services, by Hispanic origin, 2002
• Graph 8 Purpose of Internet use (selected categories), by Hispanic origin, 2002
• Figure 58 Use of custom telephone services by Hispanics, by nativity, 2002
• Figure 59 Use of custom telephone services by Hispanics, by language spoken at home, 2002
• Figure 60 Use of custom telephone services by Hispanics, by heritage, 2002
• Figure 61 Use of custom telephone services by Hispanics, by age of householder, 2002
• Figure 62 Use of custom telephone services by Hispanics, by presence of children, 2002
• Figure 63 Use of custom telephone services by Hispanics, by household income, 2002

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

• Sampling & Weighting
• Presentation & Definition
• Further Analysis

TRADE RESEARCH

• Informal trade research
• Formal trade research

DESK & INTERNET RESEARCH

SOURCES

DEFINITIONS

FORECASTS

APPENDIX: WHAT IS Mintel?

Mintel PUBLICATIONS

Mintel Services

• Product retrieval
• Retail audits
• Tailored research
• Global New Products Database

RESEARCH SUPPORT/CONSULTANCY/MIC

• The Mintel Information Centre (MiC)
• PR Research