- Posted By: Myriam Grajales-Hall
- Written by: eMarketer
Hispanics are not online in the same numbers as non-Hispanics, but those who are show heightened levels of online video and social networking activity. A joint Google and Ipsos OTX MediaCT study found that Hispanic internet users—especially Spanish-dominant and bilingual Hispanics—are more involved with video and social networks than the overall population.
Similar trends were found for social networking on various sites. Myspace, in particular, was more popular with Spanish-dominant and bilingual Hispanics. For most other sites, including Facebook, they showed roughly the same or higher usage rates than English-dominant Hispanics.
This data is noteworthy because Hispanics, especially the Spanish-dominant and foreign-born, are less likely to use the internet than other US ethnic or racial groups.
A closer look at the “digital divide” reveals a split within the Hispanic population itself, rather than between Hispanics and other ethnic groups. According to the Pew Hispanic Center, 56 percent of the US Hispanic population ages 16 and older is foreign-born. US-born (native) and English-speaking Hispanics have internet usage rates nearly indistinguishable from whites. Rates among foreign-born and Spanish-speaking Hispanics however, drop off.
Source: eMarketer, Spanish-Speaking Hispanics embrace Online Video, March 15, 2011.