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|
|Nuevo Hispanic Families||4.95%|
|Major University Towns||0.27%|
|Source: Hitwise, 2010|
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT