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Hispanics and Media and the Internet - USPublished by: Mintel International Group Ltd. Published: Feb. 1, 2004 - 99 Pages Table of ContentsINTRODUCTION & ABBREVIATIONS INTRODUCTION OTHER RELEVANT REPORTS DEFINITION ABBREVIATIONS & TERMS Terms Abbreviations EXECUTIVE SUMMARY HISPANICS ARE NOW THE LARGEST MINORITY GROUP IN THE U.S. U.S. HISPANICS ARE A DIVERSE GROUP ACCULTURATION HAS A LARGE INFLUENCE ON PURCHASES SPANISH-LANGUAGE MARKETING NEEDED TO REACH HISPANICS LOWER COMPUTER OWNERSHIP AND USE AMONG HISPANICS OWNERSHIP OF SOME PERIPHERALS IS RELATIVELY HIGH IMMIGRANTS SPEND MORE TIME ON THE COMPUTER HISPANICS ARE LESS LIKELY TO OWN MANY TYPES OF SOFTWARE HISPANICS ARE MORE LIKELY TO GO ONLINE MOST HISPANIC ONLINE SUBSCRIBERS SIGNED UP RECENTLY E-MAIL IS THE MOST COMMON USE OF THE INTERNET HISPANICS ARE MORE LIKELY TO USE CELL PHONES CUSTOM PHONE SERVICES APPEAL TO MANY HISPANICS THE HISPANIC POPULATION INTRODUCTION GROWTH OF THE HISPANIC POPULATION Figure 1 U.S. population by Hispanic origin, 1990-2002 Graph 1 Hispanic population by age, 2002 DIVERSITY WITHIN THE HISPANIC POPULATION MANY HISPANICS ARE IMMIGRANTS Graph 2 Median household income, by Hispanic origin, 2001 DIFFERENCES IN REGIONAL HISPANIC POPULATIONS HISPANICS HAVE LARGER THAN AVERAGE HOUSEHOLDS Graph 3 Household size, by Hispanic origin, 2002 ACCULTURATION COMPUTERS COMPUTER OWNERSHIP AND USE Figure 2 Home computer ownership and computer use at work, by Hispanic origin, 2002 Figure 3 Home computer ownership and computer use at work by Hispanics, by nativity, 2002 Figure 4 Home computer ownership and computer use at work by Hispanics, by language spoken at home, 2002 Figure 5 Home computer ownership and computer use at work by Hispanics, by heritage, 2002 Figure 6 Home computer ownership and computer use at work by Hispanics, by age of householder/respondent, 2002 Figure 7 Home computer ownership and computer use at work by Hispanics, by household income, 2002 COMPUTER PERIPHERALS AND ACCESSORIES Figure 8 Ownership of peripherals and accessories, by Hispanic origin, 2002 Graph 4 Ownership of peripherals and accessories, by Hispanic origin, 2002 Figure 9 Ownership of peripherals and accessories by Hispanics, by nativity, 2002 Figure 10 Ownership of peripherals and accessories by Hispanics, by language spoken at home, 2002 Figure 11 Ownership of peripherals and accessories by Hispanics, by heritage, 2002 Figure 12 Ownership of peripherals and accessories by Hispanics, by age of householder, 2002 Figure 13 Ownership of peripherals and accessories by Hispanics, by presence of children, 2002 Figure 14 Ownership of peripherals and accessories by Hispanics, by household income, 2002 TIME SPENT ON THE COMPUTER Figure 15 Average time spent on home computer per week, by Hispanic origin, 2002 Figure 16 Average time spent on home computer per week by Hispanics, by nativity, 2002 Figure 17 Average time spent on home computer per week by Hispanics, by language spoken at home, 2002 Figure 18 Average time spent on home computer per week by Hispanics, by heritage, 2002 Figure 19 Average time spent on home computer per week by Hispanics, by age of householder, 2002 Figure 20 Average time spent on home computer per week by Hispanics, by presence of children, 2002 Figure 21 Average time spent on home computer per week by Hispanics, by household income, 2002 SOFTWARE PROGRAMS Figure 22 Types of software programs owned at home, by Hispanic origin, 2002 Figure 23 Types of software programs owned at home by Hispanics, by nativity, 2002 Figure 24 Types of software programs owned at home by Hispanics, by language spoken at home, 2002 Figure 25 Types of software programs owned at home by Hispanics, by heritage, 2002 Figure 26 Types of software programs owned at home by Hispanics, by age of householder, 2002 Figure 27 Types of software programs owned at home by Hispanics, by presence of children, 2002 Figure 28 Types of software programs owned at home by Hispanics, by household income, 2002 THE INTERNET USE OF ONLINE SERVICES Figure 29 Use of online services, by Hispanic origin, 2002 Figure 30 Use of online services by Hispanics, by nativity, 2002 Figure 31 Use of online services by Hispanics, by language spoken at home, 2002 Figure 32 Use of online services by Hispanics, by heritage, 2002 Figure 33 Use of online services by Hispanics, by age, 2002 Figure 34 Use of online services by Hispanics, by gender, 2002 Figure 35 Use of online services by Hispanics, by household income, 2002 LENGTH OF TIME SUBSCRIBING TO ONLINE SERVICE Figure 36 Length of time subscribing to online service, by Hispanic origin, 2002 Graph 5 Length of time subscribing to online services, by Hispanic origin, 2002 Figure 37 Length of time subscribing to online service by Hispanics, by nativity, 2002 Figure 38 Length of time subscribing to online service by Hispanics, by language spoken at home, 2002 Figure 39 Length of time subscribing to online service by Hispanics, by heritage, 2002 Figure 40 Length of time subscribing to online service by Hispanics, by age, 2002 Figure 41 Length of time subscribing to online service by Hispanics, by gender, 2002 Figure 42 Length of time subscribing to online service by Hispanics, by household income, 2002 PURPOSE OF INTERNET USE Figure 43 Purpose of Internet use, by Hispanic origin, 2002 Graph 6 Purpose of Internet use (selected categories), by Hispanic origin, 2002 Figure 44 Purpose of Internet use by Hispanics, by nativity, 2002 Figure 45 Purpose of Internet use by Hispanics, by language spoken at home, 2002 Figure 46 Purpose of Internet use by Hispanics, by heritage, 2002 Figure 47 Purpose of Internet use by Hispanics, by age, 2002 Figure 48 Purpose of Internet use by Hispanics, by gender, 2002 Figure 49 Purpose of Internet use by Hispanics, by household income, 2002 TELEPHONES TELEPHONE EQUIPMENT Figure 50 Types of telephone equipment owned, by Hispanic origin, 2002 Graph 7 Purpose of Internet use (selected categories), by Hispanic origin, 2002 Figure 51 Types of telephone equipment owned by Hispanics, by nativity, 2002 Figure 52 Types of telephone equipment owned by Hispanics, by language spoken at home, 2002 Figure 53 Types of telephone equipment owned by Hispanics, by heritage, 2002 Figure 54 Types of telephone equipment owned by Hispanics, by age of householder/respondent, 2002 Figure 55 Types of telephone equipment owned by Hispanics, by presence of children, 2002 Figure 56 Types of telephone equipment owned by Hispanics, by household income, 2002 TELEPHONE SERVICES Figure 57 Use of custom telephone services, by Hispanic origin, 2002 Graph 8 Purpose of Internet use (selected categories), by Hispanic origin, 2002 Figure 58 Use of custom telephone services by Hispanics, by nativity, 2002 Figure 59 Use of custom telephone services by Hispanics, by language spoken at home, 2002 Figure 60 Use of custom telephone services by Hispanics, by heritage, 2002 Figure 61 Use of custom telephone services by Hispanics, by age of householder, 2002 Figure 62 Use of custom telephone services by Hispanics, by presence of children, 2002 Figure 63 Use of custom telephone services by Hispanics, by household income, 2002 APPENDIX: RESEARCH METHODOLOGY CONSUMER RESEARCH Sampling & Weighting Presentation & Definition Further Analysis TRADE RESEARCH Informal trade research Formal trade research DESK & INTERNET RESEARCH SOURCES DEFINITIONS FORECASTS APPENDIX: WHAT IS Mintel? Mintel PUBLICATIONS Mintel Services Product retrieval Retail audits Tailored research Global New Products Database RESEARCH SUPPORT/CONSULTANCY/MIC The Mintel Information Centre (MiC) PR Research AbstractHispanics are now the largest minority group in the U.S. Many businesses are discovering that this segment of the population is an important part of the customer base, and since it is growing at a rapid rate, it will be even more important in the future. But for many companies, the Hispanic population is not well understood, making it difficult to market to them.Examining the use of computers, the Internet, and telephones by Hispanics, each section of this report compares Hispanics with the overall population. The most-relevant differences within the Hispanic population are examined, such as nativity, heritage, language spoken at home, age, gender, and household income. Also included is a summary of key demographic characteristics of U.S. Hispanics. Computers, the Internet and telephones are to some varying degrees related elements of the evolving U.S. society, culture, and commerce. Having a telephone line is still the primary means of accessing the Internet (and generally the least expensive) and is also important in itself, not only as means of communicating with family and friends, but as part of employment and commerce. The role of the Internet and computers in U.S. society is still evolving, but it is increasingly clear that it is becoming central in many ways. To the degree that the Hispanic population still lags behind other segments of society in their use and ownership of these technologies, it is likely that they will have more difficulty taking advantage of their benefits and may not be able to fully engage in many activities, including some forms of commerce, or have access to important information. The report is divided into three parts and includes the following:
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