The Internet Has Become a Part of the Hispanic Family.

According to the third annual AOL/Roper Hispanic Cyberstudy, U.S. Hispanics with Internet access at home are rapidly adopting broadband, with half of online Hispanics going online over high-speed connections at home. That's on par to the share of the general online population with broadband at home, and comes despite the fact that Hispanics are relatively newer to the Internet, the survey found.

In addition, the detailed survey found that Hispanic online consumers have quickly made the Internet part of their everyday lives.

• • They go online at home an average of 9.2 hours a week, compared with 8.5 hours for the general online population and
• • They now heavily rely on the Internet to learn more about products, to share opinions, and to improve their lives.
• • 70% now view the Internet as the best source for comparing prices, making it the most powerful information medium for influencing online Hispanics throughout the purchase decision process.

Online Hispanic consumers are younger and heavier users of the most cutting edge features of the Internet as compared to the general online population.

• • 56% of Hispanics online are between the ages of 18 to 34 vs. 34% for the general online population.
• • They use the Internet far more frequently than the general online population to listen to music (55% vs. 41%),
• • Download music files (37% vs. 25%),
• • For instant messaging (59% vs. 48%).

Source: comScore Media Metrix (US Only) May 2006

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