I am trying to learn as much as I can about my niche market, the Latino community in Fairfield County.

Trying to find some statistics to better reach my market I found some interesting information that confirms what is becoming my focus: my future clients will find me in the Internet as well as doing grocery shopping.

 

Yahoo Telemundo conducted by a study among around 2,600 18-55 year old web-connected Hispanics who consume Hispanic media, using in-home interviews and 24 families in three markets who were asked to compile media usage diaries.

The results showed that Latinos compared to other groups in North America spend 50 percent more time with media overall and log a total of 51 hours of total daily activities in a 24 hour period:

• 14 of those hours spent with technology – compared with eight hours for the general online population
• 13.5 hours are spent with media, compared with 9 hours for the average web user
• Own a cell phone: 90 percent versus 79 percent overall
• Own a video game console: 66 percent vs. 52 percent
• Text Messaging: 66 percent versus 38 percent.

“They are using all these media simultaneously. The internet has really become central to their lives. The television is on all the time in the background, but the internet is a critical part of their daily lives,” Michele Madansky, VP of global market research at Yahoo. Hispanic internet users often view Spanish-language television programs while reviewing English language internet content, creating both an opportunity and a challenge for advertisers, Madansky said. Source: Mediaweek