• Ethnic groups spend more time online than average population
Source: comScore 2008 and Ofcom 2007
• Ethnic population is younger than the average population
Meaning this group will provide strong purchasing power during the years to come.
Source: SCB and Eurostat
• No competition means no clutter
Low degree of competition but plenty of ad space to show off your brand.
• 55.8% of US ethnic groups shop online
An increase with 11.7% during 5 years and closer to 36% make 5 or more purchases online per year.
Source: The Media Audit 2008
• Yes, they are on Facebook and MySpace too
A 2008 study showed that US ethnic groups scored higher in usage of Facebook and MySpace than the
average population. 71% of online US Hispanics, for instance, use social networking sites. Social media is a
very succesful way of targeting multicultural groups online.
Source: Captura Group 2008 and comScore Media Metrix 2007
• Tech savvy
24% of US Iphone owners are Hispanic.
Source: Nielsen Online 2008
• Online video usage is huge
70% of online Hispanics watch video at least once a month and Youtubeʼs most watched TV shows are
telenovelas (Spanish soap operas).
Source: Ipsos 2008 and Ad Age 2009
