Monday, March 14, 2011

eMarketer: Spanish-Speaking Hispanics Embrace Online Video

The FINANCIAL -- Hispanics are not online in the same numbers as non-Hispanics, but those who are show heightened levels of online video and social networking activity. A joint Google and Ipsos OTX MediaCT study found that Hispanic internet users—especially Spanish-dominant and bilingual Hispanics—are more involved with video and social networks than the overall population.

In the study, 64% of Hispanic internet users visited a video site in the past month, compared with 50% of the general population. And Spanish-speaking Hispanics were even further ahead: The biggest lift in online video site usage was among bilinguals and those who preferred Spanish, 66% of whom used video sites. Among English-dominant Hispanics, the proportion was 61%.

The higher usage levels of Spanish-speaking Hispanics flow down to many online video sites. With the exception of Hulu, Spanish-dominant and bilingual Hispanics were about as likely, or more so, than English-dominant Hispanics to have visited various video sites in the month before the survey.

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