Survey: Online audience growing fast among U.S. Hispanics
April 16, 2009
Hispanics in the United States are going online at an increasing rate, with the growth of the Hispanic online audience outpacing growth in the total U.S. population by 50 percent, according to a new study.
As the market for high speed internet services has expanded through broadband deployment in recent years, Hispanics are catching up to the rest of the population in their online engagement, the study from comScore revealed.
The U.S. Hispanic online population reached 20.3 million visitors in February 2009, an increase of 6 percent from the previous year, comScore reported. Hispanic internet users also accelerated their online engagement by increasing time spent online and pages viewed.
Hispanics represent 11 percent of the total U.S. online audience, butaccount for just 9 percent of total time spent online, comScore reported. The study sought to identify site categories where they spent an above average share of their online time.
Hispanic teens appear to be leading the way in expanding online engagement, as younger Hispanics grew their presence on websites featuring gaming information and other entertainment- and leisure-related activities such as internet radio, multimedia, chat rooms, instant messenger and music sites.
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