HISPANICS ONLINE: MYTHS AND FACTS

MYTH #1: Hispanics aren't online.

FACTS:

•- Over 20 million of US Hispanics are online today (nearly 50% of US Hispanic population).

•- There are more than 100 million Spanish-speaking Internet users online worldwide.

•- Major advertisers will spend $132 million in online advertising targeting Hispanics in 2007 (up 32% from last year).

MYTH #2: Hispanics are a niche market.

FACTS:

•- Hispanics represent a large, underserved population for online marketers.

•- The Hispanic population in the US is projected to grow 188% during 2000-2050.

•- The buying power of US Hispanics will reach $1 trillion in 2008.

MYTH #3: The demographics of Hispanics aren't attractive to mainstream advertisers.

FACTS:

•- In 2006, 63% of US Hispanics were under 35 years old (compared to 45% of non-Hispanic population).

•- In 2006, Hispanics' time spent online grew by 34%; total page views by 49%.

•- 60% of Hispanics have broadband access (up from 24% in 2000 and 36% in 2002).

•- Online Hispanics are more likely to earn more, own a home and be more educated than their offline counterparts.

MYTH #4: To reach Hispanics, all you have to do is translate an ad into Spanish and advertise on one of the large Spanish-language sites.

FACTS:

•- While 65% of U.S. Hispanics say they get more info about a product when it's advertised in Spanish, the Spanish language is not the sole defining characteristic of Hispanics - only 1/3 of population has a Spanish-dominant language preference.

•- The Hispanic online market is large and complex and a one-size-fits-all marketing approach does not deliver optimal results.

•- There is a tremendous "long tail" opportunity with hundreds of smaller, high-quality publishers that reach millions of Hispanic consumers every day.

Sources: AOL/Roper ASW Hispanic Cyberstudy 2006; Comscore Media Metrix, Forrester Research; Nielsen; Consorte Media