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The growth of online use by Hispanics has surpassed the general market by a factor of 6.5, according to Terra Networks, citing data from comScore Media Metrix. The U.S. Hispanic online audience increased by 13 percent between Dec. 2005 and Dec. 2006, while the general market increased just 2 percent within that same time period.
U.S. Hispanics have also surpassed the general market in terms of time spent online per day. Hispanics spent an average of 88.1 minutes online per day, while the online general market spent 81.7 minutes per day during Dec. 06.
Interestingly, the language preference among U.S. Hispanics has hardly changed over the past year, despite the fact that there has been much speculation that Spanish language usage will decrease over time. Gender and age breakdowns have also remained primarily the same in the past year, with Hispanic users trending younger than the general market.
The 2- to 17-years-old audience segment has decreased by 4.4 percent, however.
Terra Networks predicts that the growth of U.S. Hispanics online in 2007 will outpace 2006. The report predicts that more and more media executives will find success at niche sites.
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