A Year In Review: U.S. Hispanic Internet Usage.

comScore Media Metrix released a detailed review of U.S. Hispanic Internet usage over the past year. The analysis, which examines key growth metrics, language preferences and top properties, found that U.S. Hispanics have become far more engaged and active Internet users since September 2002.

Since their launch more than one year ago in October 2002, comScore Media Metrix Hispanic measurement services have become the clear standard in Hispanic audience measurement. Today, more than 90 percent of the Hispanic marketers, publishers and advertising agencies that purchase Hispanic online ratings services choose comScore Media Metrix.

comScore Media Metrix Hispanic measurement services are based on a continuous measurement of the Web-wide buying and surfing behavior of a representative panel of 50,000 U.S. Hispanic Internet users, spanning all key markets and language preferences. In adherence to U.S. Census Bureau convention, comScore classifies each panelist based upon his or her self- defined ethnicity. The comScore sample — more than ten times larger than that of any competitor — represents the only database that is able to measure the online behavior of U.S. Hispanics with the accuracy and granularity required by media planners who desire to target online Hispanics as a key component of their overall marketing plan.

U.S. Hispanic Internet Engagement Grows Strongly

A year-over-year analysis of usage intensity among the 12.5 million Hispanics online in the U.S. found that both the amount of time spent online and the number of Web pages viewed by the average U.S. Hispanic user has increased dramatically. Specifically, Hispanic Internet users spent an average of 26.5 hours online in September 2003, up 24 percent versus 21.4 hours in October 2002. Growth in content consumption was even more dramatic, with the average U.S. Hispanic user visiting 2,791 pages in September, an increase of 30 percent versus last year.

“These trends indicate that the Internet is playing an increasingly important role in Hispanics’ lives,” said Richard Israel, vice president of comScore Hispanic Solutions. “Many are developing online preferences and loyalties that will last well into the future. As with any major dislocation in consumer behavior, it’s the nimble marketer that will benefit. Smart marketers seeking to engage Hispanics are already identifying the destinations and content with which these consumers are most engaged.”

Half of U.S. Hispanic Internet Users are Fluent Spanish Speakers Recruitment for the comScore Media Metrix Hispanic panel is conducted in both Spanish and English. This approach helps ensure accurate representation of the five key language segments that comprise the U.S. Hispanic population, namely:

— Spanish Only
— Spanish Dominant
— Bilingual
— English Dominant
— English Only

Following industry convention, comScore reports the first two segments as “Spanish Preferred” and the final two segments as “English Preferred.”

comScore Media Metrix data indicate that 52 percent of the 12.5 million U.S. Hispanics who use the Internet prefer to speak English, but 49 percent either prefer Spanish or use Spanish and English equally. So while English content can and does reach large numbers of Hispanics, to fully reach U.S. online Hispanics, marketers must also provide relevant Spanish language content.

Category Focus: Online Banking Grows by 25 Percent Among Hispanics

The country’s major consumer banking and lending institutions were among the earliest investors in Spanish language content and online marketing to the Hispanic population. An analysis of visitation to major online banking sites among Hispanic Internet users reveals this investment has paid dividends. The Banking category enjoyed a 25 percent increase in U.S. Hispanic visitors in the past year, compared to a 10 percent increase among general market Internet users. In fact, among the five largest Banking category properties, four sites experienced more than double the increase seen in the general market. Each of these companies feature Spanish-language content. Not only has the number of U.S. Hispanic visitors to bank sites increased, but so too have users’ engagement levels. Overall, comScore found a 47 percent increase in page views by Hispanic visitors at Banking category sites compared to a still-impressive 26 percent increase in the general market. Bank of America drew 51 percent more Hispanic visitors versus last year, and recorded a remarkable 68 percent increase in page views.

“Previous comScore research has demonstrated the enormous value of the Internet to financial services companies, which can sharply reduce churn rates among account holders by moving them to an online relationship,” continued Mr. Israel. “Spanish-language content can boost an online bank’s credibility and increase consumers’ comfort, ultimately creating a competitive advantage in customer acquisition and retention.”

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For more information at http://www.comscore.com .