the online spanish - speaking market

The online Spanish-speaking market is growing. Organizations like Nielsen Net Ratings and Nua Internet Surveys estimate the online Spanish-speaking population today is at approximately 50 million people—around 20%.

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The online Spanish-speaking population will grow at double-digit rates annually for the next five years. Recent surveys commented that content-rich Spanish language sites were a huge potential growth area. Over the next decade, we believe the Internet growth in Latin America will transform the global Internet economy among Spanish-speaking peoples of the world, and the Hispanic market in the US.

United States Online Spanish-Speaking Market

The average Hispanic Internet user is male, 32 years old, and has an average annual income of $51,600. Around half of the Hispanic American Internet users are Spanish-dominant (Spanish is the primary language used in their homes). Around 74% connect to the Internet every day and 78% access the Web from home. Close to one-third has shopped online. According to a survey made in 2001, the average respondent made six online purchases during the year, and spent a total of $547; while 62% of the respondents made at least one online purchase. (Sources: Terra Lycos, 2001; Research and Research Inc., Pew Internet & American Life)

According to the US Census Bureau, Internet use among the 35 million Hispanic Americans who represent 13% of the US population jumped from 38% in 1999 to 55% in 2001. (Use among all US ethnic groups is skyrocketing due to falling computer prices and skill requirements.) The Hispanics are currently spending 55% of their online time in Spanish—the same percent of time that they have traditionally spent listening to the radio and watching television in Spanish. As with the other media, their preference in Internet content is for US-related information, rather than content from their home countries.

Around 60% of Latin Americans are less than 30 years old, which "promises a fast adoption of new technologies." (eWorld Research)

Online sales from company to consumer in Latin America will reach 8,300 million dollars by the year 2005, amount to which Brazil will contribute 4,200 million and Mexico 1,500 million. (International Data Corporation, October, 2000)

In Latin America, Internet usage has increased more than 325 percent since 1997. (IDC Latin America's "Internet and Ecommerce Strategies")

Latin American Online Spanish-Speaking Market

The Latin American Internet user base has the fastest growth rate in the world, posting a 67% increase in 2001 alone. The greatest recruitment occurred at the residential level, where homes connected to the network increased from 4.8 to 7.7 million due to falling telephone rates and increased broadband access. (Source: International Data Corporation)

Internet users in Latin America are expected to increase to 162 million in 2005. Portuguese-speaking Brazil is the country that has the highest number of users, going from 7.8 million to 55.9 million in 2005. Mexico is in second place, with an increase from 6.7 million to 31.97 million. Argentina and Chile are in third and fourth place. (Economist Intelligence Unit, 2001)

Mexico's population is estimated at about 100 million, and the latest estimates show 6.7 million people online. (Source: Nielsen Net Ratings, April, 2001). According to a survey conducted by The Mexican Association for the Advertising and Commercial Internet Industry, out of the 2,183 Mexicans surveyed, 6% had bought something on the Internet in the last 90 days, and 55% of these said they would probably make another purchase in the next 12 months.

Business users on the Web are three times more likely to purchase when addressed in their native language. (HispanAmerica Response Marketing)

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