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Demographics and Growth of Hispanic
Internet Usage in the United States
Internet Usage and Projected Future Usage Report

APRIL 27, 2006

New report, Hispanic Youth Online: Language and Culture Define Usage.

The Hispanic youth market is one of the toughest of all consumer demographic groups to understand. Hispanic people in the US share a common language but come from many different countries. Some are first-generation immigrants, others are the children of immigrants and still others have grandparents or great-grandparents who were born in the US.

Some speak only Spanish; others don't know the language. Still others use Spanish in some environments, English in others, or a mixture of the two called Spanglish. Many Hispanic youth live in two worlds: one dominated by the culture and traditions of their family history, and the other full with iPods, MySpaces, mobile phones and hip-hop music of the general USA youth culture.

There were 15.7 million Hispanic Internet users in the US in 2005, according to eMarketer. This total will rise to 16.7 million in 2006 and by 25%, to reach nearly 21 million, by 2010. This means that by 2010 the number of Hispanic Internet users will approach the number of African-American users.

In addition, the US Hispanic population is young, particularly online. In 2005, there were 9.1 million estimated Hispanic Internet users under the age of 35 and this estimate will rise to 12.1 million in 2010, according to research company eMarketer. The Hispanic youth explosion will continue and by 2010, one-third of all Hispanic people in the US will be under 18.

In many respects, the Hispanic youth market looks and feels like the greater youth market. Blogging, mobile phones, social networking, music and entertainment are all popular activities. Surveys show that Hispanic youth use the Internet more than older Hispanic Americans, and it is also likely that the Internet impacts more on their lives.

For Hispanic youth, there's an added dimension that sets them apart from the general market: Their cultural heritage and their language choices make for multiple identities, both online and off. Today, the media message to young Hispanic Americans is,
"You don't have to speak Spanish to feel Hispanic."

They hold their heritage in high regard and make an effort to preserve it regardless of how much Spanish they speak.

Visit the Internet Stats Blog. More statistics figures and updates become available all the time.

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