eMarketer Report – "Hispanic Americans Online: A Fragmented Population"
November 7th, 2007
Posted by Danny Allen
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eMarketer has a new report out called Hispanic Americans Online: A Fragmented Population. It is 31 pages of information, figures, and charts describing the Hispanic market and the online habits of US Hispanics (and it isn't cheap).
The figures in the report showing the number of Hispanics online, in both absolute numbers and relative to the general market, are low compared to other data that has come out recently. As with all statistics and figures, take them for what they're worth – general indicators of a market. But for marketers, with regard to Hispanics online, the importance isn't the exact size of the
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market, but that the market exists and should be reached out to.
Some of the more interesting data from the report:
• The Hispanic market online is fragmented, not one large homogenous market. One approach won't reach all online Hispanics.
• 89% of Hispanic college graduates are online.
• Although the proportion of US Hispanics that are first generation is dropping, it is dropping very slowly, going from 40.8% in 1990 to 34.0% in 2020.
• Internet usage among Hispanics increases greatly with household income. 39% for households with less than $30,000 annual income. Over 70% for households with greater than $30,000 annual income.
That's all the figures I'll pass along for now. That's a good sample of some interesting information, and eMarketer has to make their money.
