Numbers reflect that immigration-related issues were top of mind among U.S. Hispanic internet users in March.
Spring 2006 has seen the issue of illegal immigration once again brought to the forefront of American debate. With border control and job outsourcing ranking high among many Americans' political concerns, it was perhaps inevitable that America's porous borders would become a hotly contested issue in an election year. About 15 million U.S. Hispanics are currently online, and their recent website visitation habits suggest they are turning to the web as a resource as they engage in activism.
- 15.4 million U.S. Hispanics accessed the internet in March, marking a nine percent increase versus a year ago. By comparison, the total U.S. online population increased four percent over the same time frame.
- The top growing category during the past year among Hispanics was Classifieds, which experienced a 51-percent jump in traffic to 3.1 million visitors. This category also grew the fastest among total internet users.
- U.S. Hispanics also increased their visitation to categories related to the immigration issue. Traffic to online radio sites -- many of which feature related news reports -- saw a 40 percent increase to 3.5 million visitors in March. The Politics category has also seen a traffic surge, reaching 460,000 visitors (up 33 percent).
- Additionally, U.S. Hispanics showed greater interest in travel-related web content-- perhaps as they planned to travel to immigration protests and rallies. Traffic to Hotels/Resorts sites jumped 32 percent to 2.5 million visitors, while Map sites increased by the same percentage to 5.6 million visitors.
- Hispanics online skewed toward those between the ages of 18 and 44. Specifically, Hispanics 18 to 34 were 66 percent more likely than the average American internet user to go online, while Hispanics 35 to 44 were 32 percent more likely than average to do so.
| Top Growing Categories Among U.S. Hispanics March 2006 vs. March 2005 Total U.S. - Home, Work and University Locations | ||||||||||||||||||||||||||||||||||||||||||||||||||||
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| Source: comScore Media Metrix | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Demographic Profile of U.S. Hispanics - Indexed to Total U.S. Population Percent Composition of Unique Visitors and Composition Index March 2006 Total U.S. - Home, Work, and University Locations | |||||||||||||||||||||||||||
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| Source: comScore Media Metrix |
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