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12.5 million U.S. Hispanics are online, but spend relatively little time on retail sites, says Jupiter. To reach them, marketers should consider going where Hispanics spend more time online: entertainment sites.
An estimated 12.5 million users strong, according to comScore Media Metrix, Hispanics are the largest minority group online in the U.S. But because they tend to spend less time on retail sites than other groups do, marketers that want to reach Hispanics online should reach out from where Hispanics do spend time on the web: at entertainment sites, concludes Jupiter Research in a recent report.
Jupiter compared the time spent online engaged in five key activities by U.S. ethnic groups including Caucasians, African-Americans, Asians and Hispanics. Hispanic Internet users were further subdivided as to their preference for viewing online content in Spanish, English, or both languages. The five activity categories were entertainment, retail, business/finance, travel and general news.
Across all groups, the average time per month spent in retail activity online was 126 minutes. Asians averaged 136 minutes, Caucasians 128 and African Americans 106 minutes. Hispanics across all language preferences – Spanish, English and both languages -- spent less time on online retail than all other groups; respectively, 68 minutes, 116 minutes, and 94 minutes.
However, Hispanics spent the highest proportion of their time online engaged in entertainment activities relative to other categories of online activity. Those that preferred Spanish spent an average 134 minutes per month on entertainment sites, while those that preferred English spent 110 minutes and those that use both languages spent an average 109 minutes. That compares to the 99-minute average spent on online entertainment across all ethnic groups, the 133 minutes by African-Americans, 93 minutes by Caucasians and 135 minutes by Asians.
According to Jupiter, top entertainment sites visited by Hispanics include AOL Proprietary Music, Launch and Univision.com.