September 1, 2009, 12:00 AM

Hispanic consumers reach critical mass online

Internet use is growing more rapidly among Hispanics than for the population as a whole, and downloading content is especially popular.

Hispanics are embracing the Internet. The 13% increase in U.S. Hispanic adults using the web outpaced the 8% growth among all U.S. adults from 2004 to 2008, Scarborough Research says in a recent report, "The Power of the Hispanic Consumer Online." "Hispanics have reached a critical mass online—more than half, 54%, use the Internet," the market research and analysis firm says. Many Hispanics have broadband Internet access, and Hispanics are more likely to download content than Internet adults as a whole. The report also notes that average annual spending by Hispanic Internet purchasers is highest in New York, followed by San Francisco and Phoenix.

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