Thanks for your patience on this. I hope you'll agree that the
information here was worth the wait.
There are a number of useful sources of information on Hispanic
penetration and use of the internet. As I mentioned earlier, they are
not all totally consistent with one another, but taken all together,
they give a picture of a rapidly emerging Hispanic presence on the
internet, in terms of overall penetration rates, rate of growth, and
I've listed the major sources of information below.
I believe these should fully answer your question. However, please
don't rate this answer until you have everything you need. If there's
anything more I can do for you, just post a Request for Clarification,
and I'm at your service.
PEW INTERNET & AMERICAN LIFE PROJECT
The graph on page 6, "Internet Access, 2000-2005", shows the following
penetration rates for "English-speaking Latinos" (numbers below are
approximate, as read off the graph):
The graph also shows that Latinos had lagged behind Whites during much
of this period, but that the 2005 rates are virtually identical for
Whites and Latinos.
The same organization has summarized their latest demographics, here:
Demographics of Internet Users
Here is the % of each group who use the internet
Lastly, for Pew, they provide a large, downloadable spreadsheet of
demographic changes over time regarding internet usage:
This data provides ethnic and racial trends over time for the percent
of population who have a computer, go online, or use the internet to
shop, for email, for research, and so on.
The ClickZ Network (that I linked to in my Nov. 4 comment) is a good
source of demographic information. In addition to the article on
"U.S. Spanish-Speakers: Active Online" that I cited above, you should
also have a look at:
Hispanic Online Users Adopt Broadband
July 19, 2005
The article details how Hispanic users of the internet are much more
active in some areas than the overall online population, particularly
when it comes to music, video and instant messaging/chats.
The article also takes not of some other trends, such as:
"The average time spent surfing at home is higher among Hispanics,
averaging 9.2 online hours per week, compared with an average 8.5
hours by the general population. There are more children under 18 in
Hispanic households. Forty-seven percent of online Hispanics have
children, versus 37 percent of the general online population..."
AOL Pursues Hispanics With Spanish-Language Campaign
June 14, 2004
The number of Hispanics online jumped 12 percent between January, 2003
and May, 2004, to 13.8 million users, according to comScore Media
Metrix. AOL is the top ISP for U.S. Hispanics, according to comScore.
Some other useful articles on this topic are:
Among Spanish Speakers, Interest in E-Commerce
October 25, 2005
Hispanic Americans represent an attractive demographic for online
sellers, as they are more likely to be in a prime age group for active
consumers (18-35 years-old) and have families with younger children,
according to a study by Roper Public Affairs for AOL. Fully 56% of
Hispanic Internet users are between the ages of 18 and 34, compared to
34% of all Internet users, and 47% of Hispanic Internet users are in
families with children under 18. Roper also found that Hispanics are
increasingly enthusiastic about researching and buying products
online. (Two-fifths of the respondents in the Roper study rated
themselves as "English-dominant," or better at reading English than
[This is a very good overview report of Hispanic demographics, in
general, and their growing use of the internet]
The Hispanic Consumer Market is Enormous
and is Growing Torrentially
Moreover, the Hispanic population is much younger than
the overall American population and therefore much more
likely to embrace the Internet. For instance:
? 35% of all Hispanics are under the age of 18 and 32%
are between 18 and 35 years old. Hispanic Trends reports
that the median age of this market is 25.
? One in five teens in the U.S. is of Hispanic descent.
Between 1993 and 2001, the Hispanic teen population
grew 30% while the non-Hispanic population grew
8%, according to Nielsen Media Research.
? By 2020, the Hispanic teen population is expected to
grow 62% compared to 10% growth in the number of
Hispanics are Embracing the Internet
Our research indicates that 13 million Hispanics
in the U.S. are currently online and eMarketer predicts
there will be over 16 million Hispanic Internet users in the
U.S. by 2007. Already, there are more Hispanics online in
the U.S. than the entire online population of Spain, Mexico,
Argentina and Chile. Also, according to an AOL/Roper
Again, I trust that fully meets your needs, but if there's anything
else I can do for you, just let me know.
search strategy -- visited bookmarked sites for internet demographics,
and also conducted a Google search for [ internet demographics
(hispanic OR latinos) 2004 OR 2005 ]