U.S. Hispanics, though relatively new to the Internet, are beginning to recognize the value it brings to their family and are quickly making its tools and features part of their daily lives, according to the second annual America Online(R)/RoperASW U.S. Hispanic Cyberstudy.
According to the survey, which was conducted among at-home Internet users, 20% of these Hispanics have been online at home less than six months, compared with just 6% of the general at-home online population. A full 42% of Hispanic online consumers have had an Internet connection at home for less than two years, compared with just 15% of the general at home online population.
In addition, the survey found that Hispanics who have shopped online spent an average $480 in the past three months, compared with $577 for the general online population. Today, 43% of online Hispanics say they regularly or occasionally shop online, and 52% say being able to shop online was a reason they got an Internet connection at home.
Almost half of online Hispanic consumers who speak at least some Spanish (45%) also wish that more Web advertising were in Spanish, the survey found. One in three says they pay more attention to advertisements when they are in Spanish. And nearly one in four (23%) say that advertising in Spanish makes them more likely to buy a given product (versus only 10% who say it makes them less likely to buy).
The survey polled 615 Hispanics aged 18+ with online access at home using bilingual Spanish/English speaking interviewers from Dec, 22, 2003 to Jan.19.
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