Televisa Publishing & Digital Online Study.

Televisa Publishing + Digital (TPD) and BIGresearch announce the results of its digital study with Esmas.com and its other digital properties. The primary objective of this study was to analyze its user habits and interaction with the site, while providing updated demographic and consumer behavior as a result of the site’s redesign.

Respondents were recruited from all channel sites within Esmas as well as email blasts that were sent to Esmas users. Surveys were anonymous, self-administered and free of interviewer bias. The results and analysis included 1,325 completed responses between September 2008 and February 2009.

The study confirmed that content is the number one reason that motivates Esmas users to be on the site. This in turn leads to a higher than average time spent on the site and engagement. Esmas users are loyal, as almost two thirds visit the site at least once a day and spend on average 32 minutes on the site. Esmas users navigate the entire site, as all channels ranging from women to autos are visited, with news and entertainment being the most visited channels.

“Through our SIMM studies, we have found that Hispanics are hungry for online content, more so than Non-Hispanics,” said Phil Rist, EVP, Strategy of BIGresearch. “So it is no surprise that Esmas users are loyal and engaged, especially since Esmas is a content based site.”

Esmas also delivers an attractive audience for advertisers. Advertising on Esmas influences over half of its users to make purchasing decisions, with electronics and apparel being the top categories. Esmas users spend a large amount of money on a number of different categories making them powerful consumers. Travel and technology are the top categories Esmas users spend the most money on. Other consumer categories measured in the study that were important for Esmas users were autos, fashion, and beauty.

“Through Esmas’s content, advertisers are able to capitalize on this audience by having a direct impact on users’ purchasing behavior, “ said Mariana Toledo, Marketing and Research Manager of Televisa Publishing + Digital. “Content produces affinity which produces influence, and bottom line leads to influence in purchasing decisions.”

The study confirmed that Esmas users are opinion leaders and influential. In fact, 96% give advice to others about products or services they have purchased. Demographically, the gender is split as 55% are males and 45% are females, with the average age being 34. More than half are married and more than half have attended college or more, making them a highly educated audience.