According to web researcher Nielsen/NetRatings, “Hispanics represent the fastest growing ethnicity on the web”. Some analysts have previously characterized Hispanics as slow adopters of online services; new survey data indicates a dramatic change.
While Caucasian web users remain 90% of the marketplace, Hispanic web users in the US are growing faster than previously thought. Nielsen/NetRatings reports that “nearly 7.6 million Hispanics accessed the Internet in June, a 13% jump over last year when 6.7 million did so.”
What this means to marketers is the opening of a new channel of communication with a very large demographic group. This in turn will require new marketing messages that will appeal to the Hispanic audience.
John Bradley Jackson
CSUF Center for Entrepreneurship