SPANISH-SPEAKERS BECOMING MORE ENGAGED ONLINE — 77% of Spanish-Speakers Use the Internet at least Once a Day –

Here is still more thought provoking research

The Spanish-speaking community is increasingly using the Internet for a variety of commercial activities, according to independent research conducted by Feedback Research (www.feedbackresearch.com), a division of Claria Corporation (www.claria.com).

Feedback Research surveyed a random sampling of Claria’s tens of millions of anonymous users to gain insight into how Spanish-speaking consumers use the Internet for their shopping and personal needs. The survey included a sample of online consumers who lived in the US, spoke Spanish at home and/or used Spanish media regularly.

New To The Internet Spanish-Speakers - Already Highly Involved
Results indicate that Spanish-speakers are highly engaged in a variety of online activities:

• * 79% of Spanish-speakers have been using the Internet for 5 years or less.
  • Spanish-speakers were more likely than Non-Spanish-speaking respondents to have used the Internet for less than 2 years (46% Spanish vs. 17% Non-Spanish)

Entertainment and Social Activities Boost Involvement Online

• Like other Internet users, e-mail was the most popular Internet activity among Spanish- speakers (75%).
  • Spanish-speaking respondents were more likely than Non-Spanish-speaking respondents to read news/current events (70% Spanish vs. 51% Non-Spanish), chat/IM with others (49% Spanish vs. 24% Non-Spanish), look up sports scores/news (43% Spanish vs. 24% Non-Spanish), watch/listen to video/audio files (38% Spanish vs. 24% Non-Spanish), and download music (29% Spanish vs. 21% Non-Spanish).
  • Like other Internet users, the popular commercial activities that Spanish-speakers conducted online included researching or buying travel arrangements (48%), researching new cars (37%), and researching or buying consumer electronics (33%)

Online Shopping Increase Predicted

• More than half (54%) of Spanish-speaking respondents had purchased something online.
  • Spanish-speaking respondents were more likely than non-Spanish-speaking respondents to believe that their use of the Internet for shopping and/or purchasing products and services would increase over the next year (45% Spanish vs. 36% Non-Spanish).

Good Prices Drive Online Purchases

• 69% of Spanish-speakers chose the site they purchased from because of good prices/rates while 58% chose the site because of secure credit card transactions.
  • Spanish-speaking respondents were more likely than Non-Spanish-speakers to choose the site they purchased from because of availability of promotions/deals (39% Spanish vs. 29% Non-Spanish).

Credit Cards Preferred Method of Online Payment

• 60% of Spanish-speaking respondents preferred using a credit card for online payment.
  • Spanish-speaking respondents were more likely than Non-Spanish-speaking respondents to use debit cards (43% Spanish vs. 35% Non-Spanish) and personal checks (19% Spanish vs. 13% Non-Spanish) when buying products online.

Spanish Language Sites Preferred When Shopping Online
Many Spanish-speakers choose to shop at Spanish language sites.

• 69% of Spanish-speakers who shop online preferred Spanish language sites when shopping or gathering information about products/services online.
• 49% of Spanish-speaking respondents who shop online stated that they were more likely to buy from a Spanish language site when shopping online.

Store Manufacturer Sites Popular Among Spanish-Speakers

• 62% of Spanish-speakers who shop online indicated that they go to specific store manufacturer sites for their online shopping while 59% indicated they go to search engines.
  • Spanish-speaking respondents were more likely than Non-Spanish-speaking respondents to go to portal sites for online shopping (53% Spanish vs. 35% Non-Spanish).

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