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Foreign-born Hispanics are important consumers The online Hispanic population is highly engaged with new technology, often more so than with traditional media. A new study from Terra Networks USA finds that 56 percent of respondents said they spend at least an hour per day online compared with 50 percent for TV. Interestingly, the most heavily engaged online Hispanics tend to be young males who speak Spanish at home and were born abroad. The lightest Internet users are more likely to speak English at home and have the lowest level of Hispanic pride. Online Latinos spend about 10 percent more time online than the general U.S. online population. Interestingly, the strong Latino heritage group is the one more engaged in online activities. They are more likely to own electronic devices, and so they could be a more advanced consumer. There’s a skew toward being younger, male and less likely than the other groups to speak English at home. Source: Vasquez, Diego. “Think online Hispanics, think gizmos,” Media Life Magazine, May 13, 2008, www.medialifemagazine.com
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