Google Answers Logo
View Question
Q: Internet Penetration for the Hispanic Market? ( Answered,   0 Comments )
Subject: Internet Penetration for the Hispanic Market?
Category: Business and Money > Advertising and Marketing
Asked by: teacherac-ga
List Price: $50.00
Posted: 03 Nov 2005 10:19 PST
Expires: 03 Dec 2005 10:19 PST
Question ID: 588456
What is the existing internet penetration of the Hispanic Marketplace
in the United States and what is the rate of expansion? What are the
factors affecting this expansion?

Request for Question Clarification by pafalafa-ga on 04 Nov 2005 15:34 PST

There's a good deal of statistics about the Hispanic population
online, but it's not all consistent, so it's hard to relate on set of
numbers to the next.  For instance, one study says 70% of Hispanics
are online -- the same penetration rate as for whites -- but the study
is for Hispanics who could respond to an English-language survey, so
it missed the Spanish-only segment of the community.

Other stats report on both English-speaking and Spanish-only speakers combined.

Ans still others report on Hispanic internet users, without commenting
on the actual penetration rates.

Here's an example of one of the reports I've found thus far:
U.S. Spanish-Speakers: Active Online
September 29, 2005 

Let me know what you think.  The studies do cover penetration rates,
trends in growth, and some of the key factors involved.

If these sound worthwhile, I can summarize them for you as an answer
to your question.



Clarification of Question by teacherac-ga on 04 Nov 2005 18:27 PST
Sounds good! Thank you for your help.

Clarification of Question by teacherac-ga on 08 Nov 2005 17:56 PST
how long does it take to get the answer?

Request for Question Clarification by pafalafa-ga on 09 Nov 2005 04:13 PST
I've been a bit sidetracked by other work, but I hope to get back to
your question in just a few days.

Let me know if you're facing a particular deadline for the information.



Clarification of Question by teacherac-ga on 09 Nov 2005 20:47 PST
thank you for your response. I have a timeframe of 5 days if possible for you.

I really apreciate it.
Subject: Re: Internet Penetration for the Hispanic Market?
Answered By: pafalafa-ga on 12 Nov 2005 12:34 PST

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.



Digital Divisions

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):

2000-- 40%

2001-- 50%

2002-- 55%

2003-- 61%

2004-- 59%

2005-- 70%

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

White, Non-Hispanic.........70%
Black, Non-Hispanic.........57%
English-speaking Hispanic...70%


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]

[page 3]

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
teens overall.

[page 4]

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 ]
There are no comments at this time.

Important Disclaimer: Answers and comments provided on Google Answers are general information, and are not intended to substitute for informed professional medical, psychiatric, psychological, tax, legal, investment, accounting, or other professional advice. Google does not endorse, and expressly disclaims liability for any product, manufacturer, distributor, service or service provider mentioned or any opinion expressed in answers or comments. Please read carefully the Google Answers Terms of Service.

If you feel that you have found inappropriate content, please let us know by emailing us at with the question ID listed above. Thank you.
Search Google Answers for
Google Answers  

Google Home - Answers FAQ - Terms of Service - Privacy Policy