The majority of Hispanics (52%) primarily use English when reading about news and current events, watching videos, and keeping up with friends online, 26% do so bilingually, and 22% do so using Spanish, according to comScore.
Overall, online Hispanics are:
• English-dominant (55%). The vast majority of this group (83%) was born in the U.S., and 87% have lived in the U.S. for more than 20 years. They predominantly speak English at home and with friends. Their average age is 32.2 years. The vast majority (97%) prefers to surf the Web in English.
• Bicultural (26%). A slight majority of this group (56%) was born in the U.S., and 88% have lived in the U.S. for five or more years. They speak both English and Spanish at home and with friends. Their average age is 29.8 years. A majority (61%) prefers to surf the Web in English; 33% have no language preference.
• Spanish-dominant (19%). A quarter of this group (25%) was born in Mexico, though 74% have lived in the U.S. for more than 20 years. They predominantly speak Spanish at home and with friends. Their average age is 29.6 years. A majority (59%) prefers to surf the Web in Spanish, 21% prefer English, and 19% have no preference.
Young Hispanics are more likely to frequently go online than watch TV, whereas older Hispanics favor TV over the Internet. Hispanics are more likely than non-Hispanics to use the Internet to inform their purchase decisions.
Source: “Conectados!: Understanding The U.S. Hispanic Online Consumer,” comScore, Josh Chasin, Chief Research Officer, 5 Penn Plaza, 2nd Fl., New York, NY 10001; 212-497-1718; jchasin@comscore.com; www.comscore.com. Price: Call for information.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.