April 26, 2004, 12:00 AM

Better keep an eye on the Hispanic market, Nielsen/NetRatings says

Hispanics are the fastest growing online population and online Hispanics are younger than the Internet population in general, reports new research from Nielsen/NetRatings.

Kurt Peters

Executive Editor

Hispanics are the fastest growing online population and online Hispanics are younger than the Internet population in general, reports new research from Nielsen/NetRatings.

There are 12.6 million Hispanics online today, up 43% in the last six months, Nielsen/NetRatings says.

Only 5% of Hispanic Internet users are 55 and over, as compared to 21% of the general online population. Due to their relative youth, the report says, online Hispanics are more likely to purchase event tickets, movies, music and computer software than the general online audience.

Household incomes for Hispanics online, though, are lower than the general Internet population. 44% of the Hispanic online population has household incomes of less than $50,000 annually vs. 37% of the general online population.

Spanish-language portals enjoyed significant ad impression growth among a number of industries over the past year, Nielsen/NetRatings says. Ad impressions for the entertainment providers grew 856% in the past year; business-to-business services, 451%; retail goods and services, 451%; automotive, 431%; and web media, 207%

 

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