Hispanics rush to get online with cell phones

New Mintel report shows online Hispanics adopting new Internet technologies fastest

March 25, 2009

CHICAGO--(BUSINESS WIRE)--As Internet technology spins ahead, US Hispanics are clamoring to stay on top of the latest and greatest in online communication. A new report from market research firm Mintel shows that online Hispanic adults are quickly surpassing other demographic groups in acquiring new online communication skills.

Mintel’s exclusive consumer survey found Hispanics who use the Internet devote nearly three times as much time weekly to browsing websites on their cell phones (1.1 hours versus 0.4 hours for non-Hispanics). Additionally, online Hispanics spend nearly twice as much time using social networking websites or chatting via instant messaging (5 hours versus 3.5 hours).

“As technology prices drop and the number of bilingual Hispanics in the US grows, we see more Hispanic adults relying on the Internet for day-to-day communication and learning,” comments Leylha Ahuile, Multicultural Expert at Mintel. “US Hispanics who get online via their cell phones provide a great opportunity for marketers who want to reach them in a personal, direct way.”

Mintel’s survey found that online Hispanics are more likely to have profiles on social networking websites than non-Hispanics. Nearly half (48%) own such a profile, versus 43% of Black Americans and 31% of Whites. This trend is driven by youth: online Hispanics aged 18-34 visit social networking websites 3.6 times a week on average, versus just 1.3 times per week for over-35s. Mintel’s Leylha Ahuile notes that young Hispanics have a considerable presence online, as over a third of all Internet-using Hispanics were age 24 or younger in 2006.

Mintel also found:

•Online Hispanics adopt new media technology, like web TV, quicker than non-Hispanics
•Hispanics that use the Internet spend more time listening to Internet radio and downloading music than non-Hispanics
•Online Hispanics devote more time weekly to Internet browsing than non-Hispanics
About Mintel

Mintel is a leading global supplier of consumer, product and media intelligence. For more than 35 years, Mintel has provided insight into key worldwide trends, offering unique data that directly impacts client success. With offices in Chicago, London, Belfast, Sydney, Shanghai and Tokyo, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com.

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Mintel International
Joanna Peot
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jpeot@mintel.com
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