Latinos and the Internet
Yesterday, I read at a news site that Latinos are less likely to use the internet, and I was shocked to read the statistics of Latinos who use the web. Here’s a comparative summary of stats between Latinos, whites, and blacks adults who report using in the internet in the U.S.:
60% AFRICAN AMERICANS
32% LATINOS WHOSE DOMINANT LANGUAGE IS SPANISH
The web usage study continues to explain that education, one’s birth place, income and age play important roles in internet use in the Latino community. Here’s the breakdown:
EDUCATION & LATINO WEB USE
89% College graduates use the web
70% High school graduates
31 % non-high school graduates
BIRTH PLACE & LATINO WEB USE
76% U.S.-born Latinos are more likely to use the web
43% Latinos born outside the United States
*Oh no! I won’t find my Brazilian spring break hottie. I guess I have to stick to plan B: hire a private investigator.
INCOME & LATINO WEB USE
88% U.S. Latinos earning more than $50,000/year
39% Latinos earning less than $30,000/year
*Yay! My dead-beat ex won’t stalk me on AIM.
AGE & LATINO WEB USE
67% Latinos ages of 18 and 29
61% Latinos ages 30 to 41.
However, those percentages are much lower than white and African American demographics.
*It looks I won’t Abuelita on MySpace.
What do these percents mean–besides being an evil reminder of your hated Stats class? Simply put, lower formal education levels and limited English abilities are the major reasons for the low percentage of Latino web usage, compared to other demographics.
Despite these grim statistics, there is still hope for Latinos and the world wide web. Latino web usage has significantly increased. Pew Internet Project’s Broadband Adoption Report 2006 notes the following:
- an increase from 28% in 2005 to 41% in 2006 among Latino internet users
- 42% of the group have also done at least one of the following online: shared something they created themselves like a story or video, created their own Web page, worked on others’ Web pages, or created a blog.
As a result of this increase, many companies are targeting closer to home as they make their sites more Latino-friendly. For example, Discovery Kids in Español has recently launched the new experiential online component and host, Doki, which will complement on-air programming with cool activities, such as interactive games, video, art activities, and downloadables. Quepasa Corporation, which owns Quepasa.com, has acquired Corazones.com, a leading online dating site in Latin America. Now the 300,000 members of Corazones are part of Quepasa, which currently has 500,000 members. Voy and Joost have partnered together in one of the biggest Latino marketing plans by bringing Latino programming to Latino viewers and those interested in Latino culture through:
- VOY Filmmaker Showcase, which features the best Latino-created and Latino featured short films, music videos and commercials
- the Latino culture magazine LatinEyes
- the Hollywood-focused Latino-centered VOY
- Hola America!, a news magazine which depicts significant Latinos in the U.S.
- LowLos, a weekly show dedicated to Lowriders and the Lowriding culture
- (IN)Pulse, A VOY original , a weekly hosted show on all things entertainment with a Latino twist.
- Digital Trends: U.S. Latinos Less Likely to Use Internet <http://news.digitaltrends.com/article12488.html>
- Hispanic Trending: Latinos Online <http://juantornoe.blogs.com/hispanictrending/2007/03/latinos_online.html>
- Hispanic Trending: You Say Goodbye, I Say Hola <http://juantornoe.blogs.com/hispanictrending/2007/02/you_say_goodbye.html>