The Hispanic Online Market is Exploding

Totaling more than 45 million individuals, Hispanics are the largest minority in the United States and have reached a critical mass online. As the fastest growing segment of the online population, the Hispanic online market has emerged as one of the most attractive and lucrative customer segments on the Internet. Online Hispanics are young, affluent, and responsive to targeted online experiences that appeal to their language needs and cultural predispositions. The US Hispanic market online represents an attractive opportunity for companies looking to grow market share and increase revenue.

At nearly 20 million individuals in 2008, the US Hispanic online market continues to grow at explosive levels and remains a relatively untapped segment of both the online population as well as the aggregate Hispanic market. The Internet has become central in the lives of millions of Hispanics and has emerged as a viable medium for companies to connect with this lucrative segment of the US population in a cost-effective, quantifiable, and interactive manner.

The Hispanic online market has:

• Achieved critical mass: 20 million in June, 2008¹
• Sustained strong growth: More than 3.5 million new Hispanic users came online between June 2007 and June 2008, representing 21% growth vs. 6% general market growth during the same period
• Been classified as an “upscale, mass market”: Online Hispanics are more affluent, more educated, and more acculturated than the aggregate Hispanic population²

Online Hispanics are:

• In their main household formation years: 56% are between 18 – 34 years old²
• Affluent and have buying potential: 60% earn more than $40,000 and 68% have credit cards²
• Leading the digital revolution: More likely to have websites, blogs and be active on social networks³
• Accessing the Internet for education, empowerment, communication and entertainment: A valuable Hispanic online user experience must deliver on these primary user needs
• Bilingual: Online Hispanics are using the Internet in both English and Spanish, a bilingual, culturally relevant approach is critical in reaching them⁴

¹ ComScore Media Metrix
² 2005 AOL/Roper Hispanic Cyberstudy
³ Florida State University Center for Hispanic Marketing Communication, Dr. Felipe Korzenny
⁴ Forrester Research