AOL/Roper U.S. Hispanic Cyberstudy Says……
— reported by Hispanic Ad
U.S. Hispanics with Internet access at home are rapidly adopting broadband, with half of online Hispanics going online over high-speed connections at home, according to the third annual AOL/Roper U.S. Hispanic Cyberstudy. That’s on par to the share of the general online population with broadband at home, and comes despite the fact that Hispanics are relatively newer to the Internet, the survey found.
In addition, the detailed survey found that Hispanic online consumers have quickly made the Internet part of their everyday lives. They go online at home an average of 9.2 hours a week, for example, compared with 8.5 hours for the general online population and they now heavily rely on the Internet to learn more about products, to share opinions, and to improve their lives. In fact, 70% now view the Internet as the best source for comparing prices, making it the most powerful information medium for influencing online Hispanics throughout the purchase decision process.
Online Hispanic consumers are younger and heavier users of the most cutting edge features of the Internet as compared to the general online population. 56% of Hispanics online are between the ages of 18 to 34 vs. 34% for the general online population. The survey found they use the Internet far more frequently than the general online population to listen to music (55% vs. 41%), download music files (37% vs. 25%), and for instant messaging (59% vs. 48%).
The survey also indicates that 47% of online Hispanics have children under the age of 18 at home vs. 37% for the general online population and that they are far more upbeat about the ability of the Internet to improve the lives of their children.
So, what does this mean? What else is included in the report? Read the article, it has a lot of info on usage trends and needs for online services. Definitely worth a read.
More media coverage on the report includes:
Hispanic Internet Use, Shopping Propensity Soaring
In general, Hispanics noted that they would spend more time online, and pay more attention to ads, if the content were in Spanish.
Meanwhile, AdAge reports that 56 percent of U.S. Hispanics polled said “I love to shop,” compared with 39 percent of the general population, according to People en Espanol’s fourth annual Hispanic Opinion Tracker (HOT), to be released this week. Survey participants said they spent on average $1,992 on clothing and accessories in the last 12 months, compared with $1,153 for general market consumers.