2008 Terra comScore Hispanic Digital Study Provides New Insights Into The Diverse...

2008 Terra comScore Hispanic Digital Study Provides New Insights Into The Diverse Hispanic Online Community

First of its Kind Comprehensive Research Will Help Marketers Target Their Online Communication Efforts with In-Depth Information about Offline and Online Behavior such as Media Usage, Language Preference, Activities, Online Engagement Segmentation, Heritage and Much More


MIAMI, May 5 /PRNewswire-HISPANIC PR WIRE/ — Terra, the largest original digital content producer for U.S. Hispanics, released today the top line results of a new research study conducted by comScore for Terra, revealing important information about the diverse Hispanic digital market. The study was conducted between January 31 and February 28 of 2008 and a total of 3,513 consumers 12+ completed the survey, making it the most comprehensive to date with 1.65% margin of error.

“We are committed to helping our clients and marketers better understand the fast growing, fast changing Hispanic online market. This study provides key information that will allow them to target specific segments and thus improve their return on online advertising investment,” said Fernando Rodríguez CEO of Terra Networks U.S.A.

Online Hispanics embrace technology. Internet usage outpaces television.

In general, online Hispanics, independent of their language preferences and acculturation levels, are heavily engaged in technology with 66% reporting that they keep up with the latest developments and influence family members and friends in their purchase decisions for new technology. Internet usage now outpaces television with 56% reporting to spend at least one hour per day online vs. 50% that reported spending one hour per day watching television. 72% have computers and televisions in the same room and 75% of these multi-task use the Internet and television together always or very frequently. Of the multi-taskers, 44% send e-mail or instant messages about the show they are watching and 40% report researching for products advertised on television, while 35% go to the website about the show being watched.

94% of online Hispanics own a cell phone and use it as their primary line. 93% use the voice mail feature and 86% report sending text messages. 6 in 10 online Hispanics own four or more electronic devices with 68% of these owning a Palm Pilot or Blackberry and 12% owning a portable PC.

Offline Activities

Online Hispanics are actively engaged in their community with

40% saying they have voted in an election, 34% saying they attend church regularly, 24% have participated in fundraising efforts and 13% have participated in environmental causes.

Dinning Out, shopping and movies top the list of preferred leisure activities by Online Hispanics with 55% percent saying they have participated in these at least 10 times in the last six months and 86% reporting to have participated at least 5 times.

— 77% Went out to dinner

— 76% Went to the movies

— 73% Went shopping

— 44% Cooked

— 43% Visited a bar or a club

— 39% Went to a concert

— 33% Played the lottery

— 32% Went/belong to a gym or health club

— 27% Went dancing or to a dance club

When asked about technology and entertainment 73% regularly rent movies, 69% bought CD’s, 68% purchased a movie, 40% downloaded music and 35% a ring tone.

Online Engagement Segments

The study also breaks new ground in helping understand online Hispanics by dividing them according to online engagement segments (OES), ethnic pride and language usage and providing specific data about the New York, Miami, Los Angeles, Houston and Chicago markets. The results indicate that Heavy OES tend to be male, young and live in large cities. They tend to speak Spanish at home, be foreign born and report a high level of ethnic pride. Medium OES respondents are also skewed towards the younger age groups, but have an even gender split. They are more likely to live in Los Angeles or New York vs. Miami, were born in the US, and speak a mix of English and Spanish at home. Light OES respondents are skewed female and are the oldest of the three segments with a median age of 33 years. Compared with the other two groups, they are more likely to speak English exclusively at home, to live outside the five urban Hispanic markets, and have the lowest level of Hispanic pride. They also report the lowest median household income levels.

The study further reveals strong ethnic pride and conservative family values with 84% saying they respect their elders, 73% saying they are very family oriented and 40% saying that religion plays a big role in their families.

“Terra commissioned comScore to conduct data mining and segmentations with respect to the engagement, language preference, and cultural identity of the US online Latino population. The study revealed previously unknown correlations involving relationships between Latino identity and Internet use. Neither one of us knew what would emerge, but the results speak for themselves,” added Josh Chasin, Chief Research Officer for comScore.


— Survey responses were collected online in English and Spanish by comScore. A total of 3,513 surveys were completed between January 31 and February 28, 2008.

— The margin of error for a sample of this size is +/- 1.65 percentage points (19 times out of 20).

— All participants reside in the USA, are aged 12+ years, and are Hispanic.

— The sample was designed to be nationally representative, yet ensuring the ability to focus on 5 specific DMAs: New York, Los Angeles, Miami, Chicago, and Houston.

About Terra

Terra is the largest original digital content producer for U.S. Hispanics. Its portal Terra.com includes 29 channels in Spanish featuring News, Music, Entertainment, Sports and Terra TV, as well as community areas, blogs and services, reaching the broadest audience in the U.S. Hispanic market according to comScore Media Metrix and Nielsen/Net Ratings. Terra is part of Terra Networks S.A., a leading global Internet group operating portals in the U.S., Latin America and Spain and the #1 Internet access provider in Latin America and Spain.

2008 Terra comScore Hispanic Digital Study Provides New Insights Into The Diverse Hispanic Online Community