Home  › Stats › Audience/Traffic

Hispanic Online Users Adopt Broadband

  |  July 19, 2005   |  Comments

Half of Hispanic online users have home broadband, 14 percent installed it in the past six months.

The U.S. Hispanic population is adopting broadband at home. According to the third annual AOL/Roper U.S. Hispanic Cyberstudy commissioned by America Online and conducted by Roper Public Affairs, half of online Hispanics use high-speed connections at home.

Over the past six months, 14 percent of Hispanic online consumers connected their home to the Internet, compared to seven percent of the general online population. The average time spent surfing at home is higher among Hispanics, averaging 9.2 online hours per week, compared with an average 8.5 hours by the general population. There are more children under 18 in Hispanic households. Forty-seven percent of online Hispanics have children, versus 37 percent of the general online population.

Hispanic parents view the Internet as a means of advancement for their children. "They see it as an empowerment tool," said Mark Lopez, publisher of AOL Latino. "For their children to find better information and to get better educated."

Many Hispanics view the Internet as an opportunity to research and buy products and services. Sixty-three percent use the Web to research brands, 70 percent say it's as the best source for price comparison.

Many in the online Hispanic community use the Internet to find relevant information. Sixty-four percent of online Hispanics look online for local entertainment information. Health-related issues are an easy look-up for 61 percent of the group, and as many as 71 percent of online Hispanics find driving directions and maps online.

Hispanic Internet Usage, January to February, 2005
Internet Activities Hispanic
Population (%)
Population (%)
Listen to music 55 41
Download music files 37 25
Watch video clips 38 33
Instant message 59 48
Visit chat rooms 70 60
Look up local entertainment 64 54
Look up health information 61 55
Look up financial information 54 56
Product research 63 52
Age of Internet Users
18 to 34 56 34
Families with
children under 18
47 37
Source: AOL/Roper Public Affairs, 2005

The only category where the Hispanic community trails he general population is in financial activities. The differential is slight, 54 percent of Hispanics look up information about financial questions and needs; the general population brings the average up slightly to 56 percent.

"There is a tremendous opportunity for marketers to reach out to the audience overall, and the 18 to 34 segment." said Lopez. "It creates an opportunity not just on the narrowband, but also the broadband level."

A caveat expressed by those surveyed is the language barrier and lack of Spanish language content. Spanish language content is important to sixty-seven percent of Hispanic Web users. Though most rate themselves bilingual in speaking and reading both Spanish and English, the report says they pay more attention to ads in Spanish.

The AOL/Roper Public Affairs Hispanic Cyberstudy 2005 conducted a telephone survey with a random sample of 603 Hispanic home Internet/online subscribers. The survey took place between January 10 and February 14 of this year.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Early Bird Rates available through Friday, July 18. Register now and save!


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.



    • Financial Writer/Content Editor
      Financial Writer/Content Editor (The Sovereign Society) - Delray BeachDent Research, a growing financial publishing firm which provides cutting...
    • SEO Manager
      SEO Manager (Red Spot Interactive) - JupiterDue to  Red Spot Interactive's continued product and client successes, Red Spot Interactive...
    • Accountant
      Accountant (Agora Publishing) - BaltimoreAgora, Inc. an international publishing company located in the historical Mount Vernon district of Baltimore...