According to comScore, the Hispanic online population is now 11 percent of the total American market and in the last year has significantly outpaced the rest of the market. Hispanic users, tending to be younger, have gravitated to community and entertainment sites.
Despite the gains, which exceed the group’s population growth, Hispanics are still underrepresented online. In July 2007, Hispanics, as the largest minority group, accounted for 15.1 percent of the United States population.
A Scarborough Research report from March corroborated the findings, suggesting that in part because of the group’s high percentage of 18-to-34-year-olds, Hispanic adults are 21 percent more likely to download media content online than American adults in general, and use advanced features on cellphones at higher rates. Even compared with overall youth demographics, “there’s more of a skew” toward community and entertainment sites among Hispanics.
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