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Importance of Hispanics Online
American marketers have been reminded of the importance of the Hispanic community by information from the US Census Bureau this week, confirming that Hispanics are the nation's largest minority group. Meanwhile research by comScore suggests that there are more Hispanics online in the US than in any other country.
Statistics from comScore also suggest that the US Hispanic Internet population is among the fastest growing demographic groups on the Web.
US Hispanic Internet Population Total and by Language Preference, May 2003
Source: comScore Media Metrix Hispanic Services
| Group | Internet Users
('000) | % Change
vs. Oct.02 | | Total U.S. Internet Population | 145,576 | 2% | | Total U.S. Hispanic Internet Population | 12,568 | 6% | | - English Preferred | 6,538 | 7% | | - Spanish Preferred | 2,581 | 4% | | - Bilingual | 3,449 | 4% |
According to Richard Israel, vice president of comScore Hispanic Marketing Solutions, 'comScore research has shown that the US Hispanic Internet population is larger than the total online population of the world's largest Spanish-speaking countries, including Spain, Mexico, Argentina and Colombia'.
US Hispanics account for approximately $4.2 billion in online spending, according to Mr Israel - 6 percent of the total $73.2 billion spent by US consumers in the full year 2002. 'The numbers clearly underscore the importance of tailoring information to this group. Office Depot, Ford Motor Company, Kraft Foods and JetBlue Airways are key examples of marketers that have developed Spanish-language Web content to effectively reach and influence these consumers'.
Spending figures are based on online consumer spending at US sites excluding auctions and large corporate purchases, from comScore Networks Full Year 2002
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