Wednesday, March 12, 2008

Hispanics Online

Okay. Yes. I've taken a few weeks off from the grind. It's been nice. But, back to work.

Instead of diving back into Korzenny's book, I wanted to spend this blog highlighting some resources made available to me from my membership in the Association of Hispanic Advertising Agencies (AHAA). Perhaps I'll spend my next post discussing the AHAA. However, given the wealth of material that came, I wanted to spend this post highlighting some insight into the online activities of Hispanic market contained in Hispanic Fact Pack 2007 which is a supplement to AdvertisingAge.

First, let's take a look at (you can click on all of these graphs to enlarge):

What's interesting here is that Hispanic web users are indeed more affluent, education and acculturated. As compared to offline Hispanic demographics, online Hispanics are younger, make more money and are more likely to have a college degree. Online Hispanics are also more likely to be the 2nd generation of their family in the US and less likely to be Spanish-dominant.

Next, I wanted to share this breakdown of online activities:

What's interesting here is that online Hispanics roughly mirror that of US non-Hispanics but this graph does show uniqueness in the Hispanic market and opportunity. For instance, Hispanics, as compared to US non-Hispanics, listen to more internet radio, watch more internet video, download more music and video, use IM more frequently and use social networking sites more often. What this data says to me is that the Hispanic market online is highly adept at using technology to communicate with others and entertain.

Lastly, what networks and what sites do the Hispanic market frequent?

A lot can be taken from this data but I immediately thought of the data in the context of Microsoft's pursuit of Yahoo. I could write a ton about Microsoft, Yahoo and Google. However, let's just look at what Microsoft has to gain from Yahoo in terms of reaching the Hispanic market. As you can see, regardless of language preference, Yahoo attracts more of the Hispanic market as compared to Google and Google attracts more than MSN. Should Microsoft acquire Yahoo, they would effectively dominate Google in the Hispanic market. I wonder if this - the Hispanic market - is a consideration of Microsoft's pursuit of Yahoo.

1 comment:

Mary said...

Great post.The Hispanic population generally spends an average of 26-30 hours a week listening to the radio – 13% more than the rest of the population. Additionally, printandradio offer Hispanic Advertising, Hispanic Radio Advertising and Hispanic Print Ads.