Exerting an ever - increasing influence on American media, music, fashion and cuisine, Hispanics are themselves in flux, retaining much of their ... Read this article
U.S. Hispanic Market
The term Hispanic refers loosely to Americans descended from immigrants from Mexico, Puerto Rico, Cuba and other Latin American countries, all of which have very different heritages, but which share the Spanish language.
The Online U.S. Hispanics Market
In a study conducted by eMarketer (2004), there will be over 16 million Hispanic Internet users in the US by 2007, which represents 8.4% of all US Net users. Hispanic Internet users spend more time online than Internet users in general. Top uses for the internet among Hispanics include;
- 76% use the Internet to communicate with family and friends
- 69% use it to swap photos
- 66% use it for instant messaging
It also reveals that Hispanics also like to use the Internet for entertainment purposes, buying concert and movie tickets, watching video clips and downloading music in greater proportions than overall Internet users.
Market Challenge
Hispanics hail from different 20 countries — each with its own cultural nuances
Varying levels of acculturation, language usage and assimilation, which can influence language preference
Acculturation levels
Acculturated: Hispanics/Latinos who adopt or borrow customs or traits from a different culture and are bilingual.
Assimilated: Those who leave their culture and customs behind for another. Assimilated Hispanics/Latinos speak only English.
Isolated: Hispanics/Latinos who have recently migrated and speak only Spanish.
More Info
New York features the greatest diversity of Hispanics/Latinos: 31% are Puerto Rican; 17% Mexican; 13% Dominican.
- 80% of the teen population in Los Angeles is Hispanic/Latino.
- Miami/Fort Lauderdale boasts the highest Hispanic/Latino median household income — $57,472— followed by Chicago and San Francisco
- Hispanics/Latinos in San Francisco have the highest level of acculturation and speak English at work most frequently.