New Research Shows 10% of Hispanic Web Users Use Spanish Sites
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Snide’s Remarks: For years our sales teams have been trying to sell advertising here on The Auto Channel, with some success but not in proportion to our audience size and importance to the marketplace.
It has been frustrating because the automakers ad agencies seem to find money to advertise on Hispanic automotive web sites...but rarely have budget for targeted heavy duty enthusiast sites like ours. This may sound like wining (well maybe it is), but we had a feeling there was a lot of bull being thrown and a lot being bought and paid for concerning the importance of reaching the Hispanic American audience on Spanish language web sites.
We always said it was bull and now research has confirmed our anecdotal data…below you will find the latest ethnic use research and a link to a story we did back in 2003 about Honda buying Spanish language web sites.
Let me know what you think; msnide@theautochannel.com
Honda and Spanish Language Web Sites Story
Thursday, July 7, 2005
Some Americans Look to Ethnic Websites
A new study of media use by members of various ethnic groups in the US, reported recently by eMarketer, finds heavy usage of targeted Web sites, and surprisingly low Internet usage by some groups, Hispanics in particular. The study, by Bendixen & Associates and sponsored by New California Media, found that 45% of all African American, Hispanic, Asian American, Native American and Arab American adults said they prefer ethnic television, radio and newspapers over mainstream media.
The poll, co-sponsored by the Center for American Progress and the Leadership Conference on Civil Rights Education Fund, found that online usage showed similar preferences. Two groups, Arab and Asian Americans, were more likely to visit ethnic sites than mainstream sites.
The survey of 1,895 adults, conducted in 10 languages, found low Internet usage among a number of groups. Of the Hispanic adults in the survey, more than three-quarters said they did not use the Internet. More than half of Native and African Americans said they were not online.
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Primary Web Site Preference in the US, 2005 (% of respondents) |
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Ethnic Web Sites |
Mainstream Websites |
Do Not Use Internet |
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Arab Americans |
45% |
31% |
24% |
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Asian Americans |
35 |
32 |
33 |
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African Americans |
17 |
32 |
51 |
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Native-Americans |
16 |
30 |
54 |
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Hispanics |
10 |
14 |
76 |
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Source: Bendixen & Associates, May 2005 |
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Read more about ethnic web experience here at eMarketer.