Study Reveals Previously Unmeasured Characteristics Of U.S. Online Hispanic Population.

The Internet has become a global information source and meeting center for people of varied cultures and ethnicities. In commemoration of Cinco de Mayo, comScore Networks has released new statistics which reveal that the Hispanic community has emerged as one of the fastest growing segments of the Internet population.

Overall trends in online Hispanic population vs. total Internet population

comScore’s analysis reveals an exceptionally high rate of growth in the online Hispanic community. From Q1 2001 to Q1 2002, the U.S. Hispanic Internet population grew by 19%, a rate more than three times that of the non-Hispanic online population. With 14.5 million unique online users in the average month last quarter, Hispanics now comprise 11% of the Total U.S. online population, up from 9.9% in the prior year.

comScore also identified those Designated Market Areas (DMA) that lead the country in Hispanic Internet use. comScore’s analysis revealed important differences between the rankings of markets with the highest number of online users versus those with the largest number of Hispanics online.

For example, although Miami-Fort Lauderdale is the 15th largest DMA based on total Internet population, its ranking jumps twelve spots to number three based on Hispanic Web users. The Sacramento-Stockton-Modesto DMA is the number 19 market in total Web users, but jumps to number 9 based on Hispanics online. And San Diego’s 250,000 Hispanic Web users drive that market’s ranking to number 10, compared to its 26th-place ranking in total online population.

In a separate analysis of online shopping trends, comScore also noted the importance of Hispanics to e-commerce spending. While slightly fewer Hispanic Internet users made online purchases in a month (8% vs. 10% of non-Hispanic site visitors), Hispanic online buyers spent 7% more on average than non-Hispanic online buyers ($229 vs. $214 per buyer).

“It’s no secret that Hispanic Americans represent a vital segment of our population,” noted Richard Israel, comScore vice president. “But, to properly understand the importance of this rapidly growing community to the Internet requires new measurement systems that provide clear and detailed insight into its many diverse segments. comScore is pleased to be the first research company to provide such insight – for social and marketing research uses alike.”

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