Home  › Stats › Audience/Traffic

Hispanic Web Users More Likely to Visit World Cup Content

  |  June 25, 2010   |  Comments

According to Hitwise, three segments of the U.S. Hispanic population were more likely to visit World Cup-related content than the overall online population.

Hispanic Web users topped the list of audience segments who visited World Cup coverage sites. According to Hitwise, three segments of the U.S. Hispanic population - many families living in urban and suburban areas - were more likely to visit World Cup-related content and sites than the overall online population.

The measurement firm found that in the four weeks ending June 16, 14 percent of all visits to World Cup content online was driven by three Hispanic demographic segments - as categorized by household segmentation system Mosaic.

Nearly 7 percent of visits came from the Latino Nuevo segment, which is described as young Hispanic families living in dense urban areas of Texas, New Mexico, Arizona, and parts of California. The group is comprised of lower-income households, half of which earn less than $25,000.

Nuevo Hispanic Families generated around 5 percent of visits to World Cup coverage online, according to Hitwise. The segment is comprised of young families, many of whom have children and are bilingual, and around 20 percent of whom do not speak English.

The Aspiring Hispania segment - a group featuring married couples, many with dual-incomes and children - accounted for around 2 percent of visits to World Cup content online.

Hitwise measured a custom group of websites dedicated to World Cup coverage, including Yahoo World Cup 2010, the official FIFA site, and Univision Futbol. The company reported that Yahoo's World Cup site attracted the most visits for the week ending June 19, grabbing more than one-third of visits, or around 37 percent.

Top U.S. Online Video Content Properties by Videos Viewed January 2010
Mosaic USA segment % of Visits to World Cup Sites
Latino Nuevo 6.61%
Nuevo Hispanic Families 4.95%
Aspiring Hispania 2.21%
Upscale Suburbanites 1.78%
Major University Towns 0.27%
Source: Hitwise, 2010

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...