eMarketer Report on Hispanic Youth Online Shows Upward Growth Trends

NEW YORK, NY -- (MARKET WIRE) -- 04/13/06 -- The number of Hispanic
Internet users is growing at a steady pace, fueled mainly by Hispanic
youth.



eMarketer's new report "Hispanic Youth Online: Language and Culture
Define Usage" estimates that there were 15.7 million Hispanic Internet
users in the US in 2005, rising to 16.7 million in 2006. The number of
users is expected to grow 33% over the next five years, reaching 20.9
million in 2010.



The Hispanic online population is overwhelmingly young: 58% are under
35, according to eMarketer.



"In many respects, the Hispanic youth online market feels like the
greater youth market," said Debra Aho Williamson, eMarketer senior
analyst and author of the report. "But there's an added dimension that
sets them apart. Their cultural heritage and language choices make for
multiple identities, online and offline. Marketers need to remember
those things in order to effectively reach this exciting demographic
group."



One of the key debates is regarding language choice. While Hispanic
youth often prefer to speak in English and consume English-language
media, they still value the Spanish language and desire relevant
Spanish-language content online.



"There is and will continue to be demand for Spanish-language sites,"
said Ms. Williamson. "But the onus will be on them to stay relevant
and offer material and experiences that Hispanic youth cannot get
elsewhere."



eMarketer's "Hispanic Youth Online: Language and Culture Define Usage"
report answers these key questions:





-- How many Hispanic Americans are online?

-- How does the young age of the Hispanic population impact online

attitudes and activities?

-- What language should be used: Spanish, English or both?

-- What factors will drive growth in Hispanic online ad spending this

year?

-- And many more...





Click to eMarketer.com for more information on eMarketer's "Hispanic
Youth Online: Language and Culture Define Usage" report.



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