The Hispanic Market Internet Digital Media - A ComScore study just released by Terra reveals confirms the high levels of Latino engagement in digital media, and identifies three distinct Hispanic segments. The study was conducted between January 31 and February 28, 2008, and surveyed over 3,500 Latinos.
Among the more interesting findings was that online Hispanics are spending more time online than watching TV. The study reports that 56% of participants spend an hour or more online per day, compared with 50% who said they spend an hour or more of each day watching TV. The study found that online Hispanics are generally enthusiastic adopters of technology, who demonstrate high rates of cell phone ownership (94%) and text messaging (86%). A full 60% of respondents own four or more electronic devices; of these respondents, almost 70% own Palm Pilots or Blackberry phones.
The Hispanic Market Internet Digital Media - A ComScore study just released by Terra reveals confirms the high levels of Latino engagement in digital media, and identifies three distinct Hispanic segments. The study was conducted between January 31 and February 28, 2008, and surveyed over 3,500 Latinos.