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Posted April 21, 2004 by publisher in Cuban American Business

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By Roger Fillion | Rocky Mountain News

Hispanics are flocking to cyberspace faster than other racial and ethnic groups in the United States, a new study shows.

Internet usage among Hispanics is expected to jump 7.4 percent this year after an 8.0 percent spurt in 2003, market research firm eMarketer forecasts.

“There’s a bit more catch-up among Hispanics going online versus the rest of the population,” said eMarketer analyst David Hallerman. “Nevertheless, more and more Hispanics are going online.”

By comparison, the number of Asian Internet users is expected to rise 6.7 percent in 2004; black Web surfers are expected to increase 5.7 percent; and white Internet users are forecast to increase 4.2 percent, according to eMarketer.

New York-based eMarketer projects that 13.3 million Hispanics will be surfing the Internet by year’s end, up from 12.4 million in 2003 and 8.7 million in 2000.

The firm’s study says Hispanics will represent 7.6 percent of all U.S. Internet users this year.

Hallerman said Web-surfing Hispanics “represent a sweet spot for marketers - a desirable target with typically higher incomes and greater levels of education” than the overall population.

Hispanics make up one in every five Denver-area residents, Census Bureau estimates released last September show.

Based on Census Bureau population estimates between 2000 and 2002, Colorado’s Hispanic population grew by about 83,000 people - to about 802,000, or 18 percent of the state’s population.

Jeanie Nuanes King, owner of Denver art gallery Fresh Art, is among local Hispanics going online.

King began using the Internet “aggressively” about three years ago. Her gallery has a Web site that has reeled in customers. “I’ve actually sold some pieces” thanks to the site, she said.

King also uses the Internet to troll for artists that she might feature, and she goes online to check out what other galleries are doing.

On a personal basis, King has been using the Internet to shop for a home in Rhode Island. “We’ve been able to find more homes than through my Realtor,” she said.

Elizabeth Surez is an Internet veteran, having signed up for an America Online account in the early 1990s. Surez, founding partner of Xcelente!, a Greenwood Village marketing and advertising firm, goes online to do research and to shop for books, clothing and other items.

“It’s quite important work-wise and personally,” she said of the Internet.

The eMarketer study also showed that:

Hispanic Internet users spend more time online than Internet users in general.

Among Hispanics online, 76 percent use the Internet to communicate with family and friends; 69 percent use it to swap photos; and 66 percent use it to zap instant messages.

Hispanics also like to use the Internet for entertainment purposes, buying concert and movie tickets, watching video clips and downloading music in greater proportions than overall Internet users.

  1. Follow up post #1 added on April 21, 2004 by publisher with 3905 total posts


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