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Be a Smart Marketer – Hispanics Seek Health Information Online |
Summertime - at least in the northern hemisphere, high temperatures and allergy season are in full bloom. To begin a brief inquiry into Hispanics’ penchant for online health content, recognition is paid to a related, key milestone accomplishment for Hispanics overall. It is already well established that Hispanics are the largest ethnicity in the United States, representing 15% of the total population in 2006 to 44.8 million strong, and expected to hold this title well into the foreseeable future. 1 The Hispanic percentage composition of the total population is met virtually online, as well. According to a recent Harris Poll, Hispanics account for 13% of the total US online population. 2 Therefore, Hispanics now account for 15% of the U.S. population, and 13% of the U.S. online population proving that their online adoption is trending in line with their population growth. Clearly, the digital divide had been bridged. US Hispanics are accessing the Internet at home, work, libraries, schools, cafes, mobile phones and wi-fi hot spots.
And the Internet is the #1 medium of choice as the best source of health information for US Hispanics in 2005 as seen below.
Chart#1:
The Internet medium, in particular, provides distinct benefits for meeting certain health related needs. The Internet’s perpetual 24*7 availability is an easy reach for investigating health topics, participating in online communities, or for price comparisons before online purchases. Many times it is much easier and faster to rely on the vast online resources available, just a click away, for non-critical health questions, than paging a physician late at night.
Also, by now it is relatively easy to find online communities focused on health and specific health conditions. Burst! Media in Chart #2, below, actually shows the POV of online communities with 47% of US Internet users mentioning condition-specific web site/chat/forums as their top choice for health information.
Chart# 2:
Again, Hispanics leverage the advantages of the Internet to actively partake in health related activities. Of the 16.5 million strong US Hispanic online populations during June 2006: 34.4% have visited content within the health category, 23% have visited content within the health-information sub category, and 7% have visited content within the pharmacy subcategory. 3
Chart#3:
Demographic Profile of Hispanics Consuming Online Health Content Versus Total US Hispanic Online Population, June 2006. 4
Regarding Chart #3, it is very interesting to see that the larger the household, the greater % composition unique visitors metric for health related online activities. For example, 37.7% of US Hispanics online have a household size consisting of 5 or more members. Correspondingly, this HH size mutually exclusive segment has the highest % composition in terms of unique visitor metric across the board: 37.4% - Health category, 36.4% - Health Information sub category, 39.4% - Pharmacy sub category.Also according to Chart #3, Hispanics online who are parents (54%) are more active regarding online health than those without children: 55.9% - Health, 55.2% Health-Information sub category, 53.4% Pharmacy sub category % composition unique visitors, Children: Yes.
Hispanics, in particular, tend to have larger households than the overall population. During June 2006, 37.7% of Hispanics online claim 5 or more members within their household. In comparison, 21.5% of the total US online population represents a household size of 5 or more individuals during the same time period. 5
1. Synovate. US Diversity Markets Report 2006. pg. 21.
2. Over Three-Quarters of US Adults – An Estimated 172 Million – Now Go Online. The Harris Poll #41. May 24, 2006. <harrisinteractive.com>
3. comScore Media Metrix. US Hispanic Service. Demographic Report. Health Category, Health-Information Sub Category, Pharmacy Sub Category. June 2006.
4. comScore Media Metrix. US Hispanic Service. Demographic Report. Total Internet, Health Category, Health-Information Sub Category, Pharmacy Sub Category. June 2006.
5. comScore Media Metrix. US Hispanic Service and General Market Service. Demographic Report. June 2006.
| Hispanic Health Related Conditions |
The next obvious question is what ails the Hispanic population to cause the need for seeking health research and solutions? The New York Times ran a series of articles early this spring on diabetes highlighting the unfortunate statistic that 1 in 2 Latinos are likely to develop diabetes during their lifetime. Also, Hispanics are less likely to become afflicted with cancer or die from it than non Hispanic whites, yet they have higher rates of cancer of the stomach, cervix and liver. 6
Hispanics online report having the following conditions:
- Allergies (have cond/self) – 24.3%,
- Eye care: vision correction by glasses (have cond/self) – 21.6%,
- Weight problem (25 lbs or more overweight) (have cond/self) – 17.7%,
- Back/joint pain (have cond/self) – 13.7%,
- Depression (have cond/self) – 13.1%,
- Acid Reflux/GERD (have cond/self) – 11.3%,
- Heartburn or indigestion (have cond/self) – 10.4% ,
- Anxiety (have cond/self) – 10%,
- Asthma (have cond/self) – 9.1%,
- High cholesterol (have cond/self) – 9.1%,
- High blood pressure/hypertension (have cond/self) – 9.1%. 7
And as with all families, although the individual may not be afflicted, other household members may fall prey to certain ailments. For example, 16.8% of Hispanics online have another household member with allergies. 8
6. Hispanic Cancer Profile Lowering In Many Respects. American Cancer Society. Aug. 2003. <cancer.org>
7. comScore Media Metrix. AiM Audience Profile Report. Custom Target: Yes (hisp/span origin/descent). % Reach. Winter 2006.
8. comScore Media Metrix. AiM Audience Profile Report. Custom Target: Yes (hisp/span origin/descent). % Reach. Winter 2006.
| Drill down: Terra’s Health Channel Audience |
A recent Dynamic Logic channel profile survey of Terra users who utilize our in-depth Salud (Health) channel, reveals that:
- 78% use the Internet for information on medical conditions and/or medication
- 92% of Terra users feel that the Internet is an excellent tool which gives them the freedom to search for information about medical conditions that affect them or a family member
- 86% would ask a doctor about medication they’ve learned about on the Internet
- 79% seek Spanish language content about health related topics on the Internet
- Types of medical information Terra users seek online:
- 43% obesity
- 38% depression
- 25% blood pressure
- 24% diabetes, cancer
- 21% HIV/AIDS
- 20% migraines, sexually transmitted diseases
The overall online population relies on the web for a variety of health related issues, from specific illnesses, nutrition, and diet.
Chart# 4:
Be a Smart Marketer. Hispanics online now represent virtually the same % composition as Hispanics in the total population, and are actively seeking health content online. Reach out to them with your health and wellness messages.
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