Tuesday, May 20, 2008

Hispanic-Americans Are Heaviest Media Users

In February 2008 the average Hispanic-American over the age of 11 spent more time online than watching television, according to the Terra Networks-sponsored "Hispanic Syndicated Study," conducted by comScore Media Metrix.

"In general, online Hispanics—independent of their language preferences and acculturation levels—are heavily engaged in technology," wrote the report's authors.

Every day, more than half (56%) of Hispanic-Americans surveyed said they spent at least an hour online, which was slightly more than the 50% who spent an hour or more watching TV.

On a weekly basis, Terra reported that more Hispanic-American Internet users spent 13 or more hours online (30%) than watched TV for the same amount of time (23%).

Hispanic-Americans ages 12 to 34 were on the Internet more than those 35 and older, who tended to spend more time watching TV than online.

Three-quarters of respondents multitasked, saying they always or very frequently used the Internet and TV together. Of those, 44% e-mailed or instant messaged about the shows they were watching and 40% researched products being advertised on TV. More than one-third went to the Web site for the show being watched.

The Terra study results agree with other studies of Hispanic-American media consumption. A Burson-Marsteller study conducted by MSI International revealed influential online Hispanic-American adults consumed more media across the board than the general population of influential Internet users. Hispanic-American influentials also spent an average of about five hours more online per week than online influentials in general.

The trend has held true in recent years. Hispanic-Americans consumed more media than the general population in a Yahoo! Telemundo study conducted by Experian Simmons in November through December 2006.

Although Hispanic-American Internet usage is greater than that of the general US population, the group is still under-represented online, especially in broadband access. Only American Indians and Alaska Natives have a smaller proportion of households with broadband access, according to the US Census Bureau.

[for the full article with graphs and stats click here]

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