The research firm comScore Networks just released the results of a survey of more than 50,000 U.S. Hispanic Web surfers. This study found that U.S. Hispanic Internet users outnumber the total online populations of many Spanish-speaking nations. According to the study:
The U.S. Hispanic online population, which comprises approximately one third of the total U.S. Hispanic population, is 11 percent larger than the total online population of Spain, and 4 percent larger than the total online population of Mexico, Argentina and Colombia combined.
What Does this Mean for U.S. Marketers?
These findings are just further proof that companies cannot truly reach all Americans without multilingual, multicultural marketing campaigns. Interestingly, the study does point out that not all of the online Hispanics necessarily prefer Spanish-language Web sites. According to the study:
The comScore data reveal that approximately 51 percent of U.S. online Hispanics prefer to use English as their language of choice at home, with 21 percent preferring to use Spanish and 27 percent stating an equal use of English and Spanish.
For additional survey results, click here.