Think online Hispanics, think gizmos

When we think of heavy technology users, we tend to imagine young white males. Perhaps instead we should be thinking of Hispanics. A new study from Terra Networks USA, the Miami-based digital content producer aimed at Hispanics, finds that the online Hispanic population is highly engaged with new technology, often moreso than with traditional media. Fifty-six percent of respondents said they spend at least an hour per day online compared with 50 percent for TV. Ninety-four percent of online Hispanics own cell phones, and 86 percent text-message. Sixty percent own at least four new media electronic devices, including 68 percent with a Palm Pilot or Blackberry. Interestingly, the most heavily engaged online Hispanics tend to be young males who speak Spanish at home and were born abroad, while the lightest internet users are more likely to speak English at home and have the lowest level of Hispanic pride. Fernando Rodriguez, CEO of Terra Networks USA, talks to Media Life about Hispanics’ usage of TV versus internet, how Latinos’ online time compares with the rest of the U.S. population, and what this demographic does when it’s not online. “*

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