The Hispanic Market and The internet Industry

The Hispanic Market and The internet Industry

• 78% of Latinos who are English-dominant and 76% of Bilingual Latinos use the Internet, compared with 32% of Spanish-Dominant Hispanic adults.
• 76% of U.S, Born Latinos go online, compared with 43% of those born outside the U.S. Some of this is related to language, but analysis shows that being born outside of the 50 States is an independent factor that is associated with a decreased likelihood of going online.
• 80% of Second-Generation Latinos, the sons and daughters of immigrants, go online, as do 71% of Third-Generation Latinos.
• 89% of Latinos who have a College Degree, 70% of Latinos who completed High School, and 31% of Latinos who did not complete high school go online.
• Mexicans are the largest national origin group in the U.S. Latino population and are among the least likely groups to go online: 52% of Latinos of Mexican descent use the internet. Even when age, income, language, generation, or nativity is held constant, being Mexican is associated with a decreased likelihood of going online.

(Source: US Census 2009, Hispanic MarketPrimer, Strategy Research corporations)