March 20, 2009, 12:00 AM

Hispanics lead the way in digital downloads

42% of Hispanic Internet users have downloaded digital content during the past 30 days compared to 35% of the total Internet population, says a new report from Scarborough Research.

Although the adoption of broadband Internet access by Hispanic households is lower than broadband adoption by the U.S. population in general-68% vs. 71%-Hispanics are 21% more likely than the rest of the population to download digital media, says a new survey from consumer and media research firm Scarborough Research.

42% of Hispanic Internet users have downloaded digital content-podcasts, video games, music, other audio clips, television programs, or other video-during the past 30 days compared to 35% of the total Internet population. Music is the top download category for both Hispanics and all Internet users-32% of Hispanic users have downloaded music in the past 30 days vs. 24% of all web users.

Scarborough also reports that the majority-54%-of Hispanics are now online. In comparison, 75% of all U.S. households are online, reports Nielsen Online.

“Increased high-speed Internet access among Hispanics is opening the door for online businesses to establish brand loyalty with this consumer group,” said Gary Meo, senior vice president of digital media services, Scarborough Research, a joint venture between Arbitron Inc. and The Nielsen Co. “Offering Hispanics new and creative ways to interact with a brand online – particularly via downloaded digital content – could go a long way in successfully marketing to the Hispanic adult.”

By market, Scarborough found:

  • Miami is the top Hispanic market for broadband penetration; 76% of Hispanic Internet users in Miami have broadband at home.
  • El Paso, Dallas, Fresno, CA, and Harlingen, TX, are the markets in which Hispanic residents are least likely to have a broadband connection.
  • Phoenix is the leading local market for Hispanics who download digital content; 60% of Phoenix’s Hispanic Internet users downloaded digital content during the past month.
  • El Paso, Miami and Dallas are the markets where Hispanic Internet users are least likely to download digital content.

 

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