Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The online consumer
- The Hispanic online consumer
- Online consumption habits
- Online trends
- Accessing the internet via cell phones
- Online activities
- Websites and search engines
- Marketing strategies
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
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- Say goodbye to the digital divide
- La vida social
- The intercontinental informer
- The face of America’s future
- Limited by language
Inspire Insights
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- Trend: “Influentials”
The Online Consumer
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- Key points
- Online consumers
- Hispanics are less likely to be online
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- Figure 1: Likelihood of being online, by race/Hispanic origin, July 2009 -Sept. 2010
- The Hispanic consumer
- English-dominant more likely to be online
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- Figure 2: Likelihood of Hispanics being online, by language spoken in the home, July 2009 - Sept. 2010
- Household income plays an important role when it comes to online access
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- Figure 3: Likelihood of Hispanics being online, by household income, July 2009 - Sept. 2010
The Hispanic Online Consumer
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- Key points
- Accessing the internet
- Older adults just as likely to be online as younger adults
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- Figure 4: From where do Hispanic consumers access the internet, by age, October 2010
- Household income and language impact online access
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- Figure 5: From where do Hispanic consumers access the internet, by household income, October 2010
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- Figure 6: From where do Hispanic consumers access the internet, by language spoken in the home, October 2010
- Language of websites visited
- Spanish-dominant also visit websites in English
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- Figure 7: Language of websites visited outside of work by Hispanic consumers, by language spoken in the home, October 2010
- Older Hispanics tend to visit websites in English
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- Figure 8: Language of websites visited outside of work by Hispanic consumers, by age, October 2010
- Attitudes toward and usage of the internet
- Skype is more likely to be used by older Hispanics
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- Figure 9: Attitudes toward and usage of the internet by Hispanic consumers, by age, October 2010
- The language of websites visited does not affect online habits
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- Figure 10: Attitudes toward and usage of the internet by Hispanic consumers, by language of websites visited, October 2010
Online Consumption Habits
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- Key points
- Online purchasing behavior
- Hispanics and Blacks are the least likely to buy online
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- Figure 11: Incidence of purchasing online, by race/Hispanic origin, July 2009 -Sept. 2010
- Younger Latinas are the most likely to shop online
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- Figure 12: Hispanics’ incidence of purchasing online, by age and gender, July 2009 -Sept. 2010
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- Figure 13: Hispanics’ likelihood of purchasing online, by language spoken in the home, July 2009 - Sept. 2010
- Source of offer for internet order
- Catalogs and magazines drive online purchases
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- Figure 14: Source of offer for internet order placed in the last 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
- English-dominant are more likely to act on an offer seen in a catalog
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- Figure 15: Source of offer for internet order placed in the last 12 months by Hispanics, by language spoken in the home, July 2009 -Sept. 2010
- Types of product and service purchased online
- Hispanics demonstrate a similar purchasing behavior to that of Whites and Blacks
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- Figure 16: Types of product or service purchased online in the last 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
- Hispanic men and woman tend to purchase different types of product online
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- Figure 17: Type of product or service purchased online in the last 12 months by Hispanics, by gender, July 2009 -Sept. 2010
- English-dominant more likely to purchase apparel and footwear online
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- Figure 18: Type of product or service purchased online in the last 12 months by Hispanics, by language spoken in the home, July 2009 -Sept. 2010
- Average expenditure on internet orders
- Hispanics are not big online spenders
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- Figure 19: Average expenditure on internet orders in the last 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
- English-dominant are bigger online spenders
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- Figure 20: Average expenditure on internet orders in the last 12 months by Hispanics, by language spoken in the home, July 2009 - Sept. 2010
- Figure 21: Average expenditure on internet orders in the last 12 months by Hispanics, by household income, July 2009 -Sept. 2010
- Middle-aged Hispanic men are the biggest online spenders
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- Figure 22: Average expenditure on internet orders in the last 12 months by Hispanics, by age and gender, July 2009 -Sept. 2010
- Type of payment used for online orders
- Hispanics are unlikely to credit cards for online purchases
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- Figure 23: Type of payment used for orders placed online in the past 12 months, by race/Hispanic origin, July 2009 -Sept. 2010
- Credit or debit?
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- Figure 24: Type of payment used for orders placed online in the past 12 months by Hispanics, by language spoken in the home, July 2009 -Sept. 2010
Online Trends
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- Key points
- Online ads, social networking, and video games
- Hispanics of both genders seek product information, but are cool to advertising messages
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- Figure 25: Attitudes toward and use of online ads, social networking, and video games, by age and gender, October 2010
- English-dominant Hispanics use the internet to learn about products
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- Figure 26: Attitudes toward and use of online ads, social networking, and video games, by language spoken in the home, October 2010
Accessing the Internet via Cell Phones
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- Key points
- Attitudes toward accessing the internet via cell phone
- Latinas are surfing from their cell phone
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- Figure 27: Hispanics’ attitudes toward using cell phone to access the internet, by gender, October 2010
- Younger Hispanics are highly engaged in social media
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- Figure 28: Hispanics’ attitudes toward using cell phone to access the internet, by age, October 2010
- Spanish-dominant are more likely to connect to the internet through a mobile device
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- Figure 29: Hispanics’ attitudes toward using cell phone to access the internet, by language in which survey was taken, October 2010
Online Activities
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- Key points
- Online activities of consumers
- Hispanics use the internet to be entertained
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- Figure 30: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009 - Sept. 2010
- The Hispanic online consumer
- Latinas are the most active email users
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- Figure 31: Online activities, sites visited/used in the last 30 days, by age and gender, July 2009 -Sept. 2010
- Bilingual Hispanics are the most active internet users
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- Figure 32: Online activities, sites visited/used in the last 30 days, by language spoken in the home, July 2009 - Sept. 2010
Websites and Search Engines
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- Key points
- Sites and search engines
- Hispanics prefer streamed video and audio downloads
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- Figure 33: Websites and search engines used in the last 30 days, by race/Hispanic origin, July 2009 -Sept. 2010
- The Hispanic consumer
- Latinas are more active than Hispanic men with social media
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- Figure 34: Websites and search engines used in the last 30 days, by gender, July 2009 -Sept. 2010
- Spanish-dominant online users love YouTube and Hotmail
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- Figure 35: Websites and search engines used in the last 30 days, by language spoken in the home, July 2009 -Sept. 2010
- Spanish-language sites and search engines
- Spanish-dominant internet users are attracted to portals
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- Figure 36: Spanish-language websites and search engines used in the last 30 days, by language spoken in the home, July 2009 -Sept. 2010
Marketing Strategies
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- Key points
- Television
- Ads targeting the Hispanic consumer
- Hotels.com
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- Figure 37: Hotels.com, be smart, TV ad, January 2011
- Figure 38: Hotels.com, welcome rewards, TV ad, June 2009
- GobiernoUSA.gov
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- Figure 39: Gobiernousa.gov, TV ad, July 2010
- Cablevision
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- Figure 40: Cablevision, TV ad, September 2008
- Verizon
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- Figure 41: Verizon, Droid can, TV ad, August 2010
- Figure 42: Verizon, Get fired up, TV ad, January 2011
- Online
- Volkswagen of America
- Todobebé
- Pampers
- Pepsi Yo Sumo
- Time Warner Cable
- AT&T
- McDonald’s
- ESPN Deportes
Cluster Analysis
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- Limited Access
- Demographics
- Characteristics
- Opportunities
- Actively Online
- Demographics
- Characteristics
- Opportunities
- Public Averse
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 43: Hispanic online clusters, November 2010
- Figure 44: How Hispanics access the internet, by Hispanic online clusters, November 2010
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- Figure 45: Attitudes toward and usage of the internet, by Hispanic online clusters, November 2010
- Figure 46: Online purchasing behavior, by Hispanic online clusters, November 2010
- Demographic tables
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- Figure 47: Hispanic online clusters, by gender, November 2010
- Figure 48: Hispanic online clusters, by age, November 2010
- Figure 49: Hispanic online clusters, by household income, November 2010
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- Figure 50: Hispanic online clusters, by language in which survey was taken, November 2010
- Figure 51: Hispanic online clusters, by language primarily spoken in the home, November 2010
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- Figure 52: Hispanic online clusters, by household internet access, November 2010
- Cluster methodology:
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 53: Population, by race/Hispanic origin, 1970-2020
- Figure 54: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 55: Population, by race and Hispanic origin, 2005-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 56: U.S. Hispanic population, by age, 2005-15
- Figure 57: Total U.S. population, by age, 2005-15
- The Hispanic and total U.S. population by gender
- Women
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- Figure 58: Hispanic women, by age, 2005-15
- Figure 59: Total U.S. female population, by age, 2005-15
- Men
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- Figure 60: Hispanic men, by age, 2005-15
- Figure 61: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
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- Figure 62: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 63: Median household income, by race and Hispanic origin of householder, 2008
- Hispanic income levels by state
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- Figure 64: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
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- Figure 65: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 66: Households, by number of persons in the household—Hispanics vs. all households, 2009
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- Figure 67: Households with children, by race/Hispanic origin of householder, 2009
- Figure 68: Hispanic households, by presence and ages of children, 2009
- Generations
- Hispanics by generation
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- Figure 69: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 70: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- Hispanics by country of origin/heritage
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- Figure 71: Hispanic population, by country of origin/ancestry, 2006-08
- Figure 72: Graph: Hispanics, by country of origin/heritage, 2006-08
- Hispanics by geographic concentration
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- Figure 73: Hispanic population, by region, by country of origin/ancestry, 2006-08
- Figure 74: Graph: Hispanic population, by region, 2006-08
- Figure 75: Hispanic population in top five states, by country of origin, 2006-08
- States with greatest Hispanic population growth
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- Figure 76: Hispanic population, states with greatest percentage increase, 2000 and 2006
- Key Hispanic metropolitan areas
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- Figure 77: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 78: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- Retro-acculturation
Appendix—Trade Associations
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