Here at Terra we know that Latinos online are the most desirable target, as we are constantly bombarded with research inquiries ranging from the general to extremely specific and welcome all requests. Please visit our archive, which also contains the ability to submit your research inquiries and provide feedback (http://www.terra.com/advertise/research.htm).

As such, it is an opportune time for a midyear review spanning Jan – Jun 2010.

Chart #1:

As we have been discussing in previous Smart_Marketer_editions, the non Hispanic population has been exhibiting flat to negative growth. Again, the same pattern is clear in Chart #1, where the non Hispanic online audience has grown only 1% (e.g. flat) vs. the Latino online audience exhibiting a double digit increase of 15% Jan – Jun ’10. Of which, it is actually the Spanish Primary (+20%) and Bilinguals (+18%) that lead the growth, with the English Primary contributing 12% audience growth by language preference Jan – Jun ’10.

Chart #2

Perhaps the popularity of Latinos online as THE premium target is explained in Chart #2. Simply, top line metrics are compared across 4 segments: non Hispanic, Hispanic, Hispanic Spanish Primary & Bilingual and Hispanic English Primary by % change Jan – Jun ‘10. The column farthest right (green), exposes the difference between Hispanic Spanish Primary & Bilinguals vs. non Hispanic (purple) % change.

For example, we had already discussed the flat growth (1%) in audience among the non Hispanics online; however, the Spanish Primary/Bilingual Latinos outpace non Hispanic audience growth by an additional 36%. Similarly, practically across the board we witness the same pattern of Latinos outpacing key metrics vs. non Hispanic.

Of course, the English Primary Latinos hold their own quite nicely as well. Total Minutes (+51%), Total Visits (+51%) and Total Pages Viewed (+59%) have increased over 50% in just 6 short months spanning Jan – Jun ’10.

Terra is proud of the substantial accomplishments of Latinos online enjoying our lean forward interactive medium. We will continue to stay very busy catering to their digital media needs 24*7.

Be a Smart Marketer. Target Latinos online, clearly outpacing non Hispanics across key metrics at no contest.

By Natasha Funk

Published:  August 2010