Electronic Retailer - May 2011 - 18

EMARKETER RESEARCH

U.S. Hispanic Trends
Hispanics are not online in the same numbers as non-Hispanics, but those who are show heightened levels of online video and social networking activity. A joint Google and Ipsos OTX MediaCT study found that Hispanic internet users – especially Spanishdominant and bilingual Hispanics – are more involved with video and social networks than the overall population.

U.S. Internet Users by Race/Ethnicity (% of respondents in each group)
TV spending has rebounded and will continue to grow.
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White Black Hispanic
The higher usage levels of Spanish-speaking Hispanics flow down to many online video sites.
Source: Washington Post, Kaiser Family Foundation and Harvard School of Public Health, “Race and Recession Survey,” Feb. 22, 2011.

87% 80% 72%
Ages 18+; includes using the internet or email at least occasionally.

Online Video Sites Visited by U.S. Hispanic and Non-Hispanic Online Video Viewers, by Language Dominance, October 2010 (% of respondents in each group)
Hispanic Spanishdominant
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Englishdominant 94% 40% 28% 21% 10% 3% 9%

Bilingual

Total

NonHispanic Total

YouTube Hulu Yahoo! Video MSN AOL Video Batanga Other
Ages 18+

92% 19% 38% 26% 9% 6% 8%

94% 31% 40% 26% 12% 7% 8%

94% 33% 33% 23% 10% 5% 8%

94% 39% 29% 21% 9% 2% 7%

Source: Google, “U.S. Hispanics December 2010,” conducted by Ipsos OTX, MediaCT, Dec. 1, 2010.

Social Network Sites Visited by U.S. Hispanic and Non-Hispanic Internet Users, by Language Dominance, October 2010 (% of respondents in each group)
Hispanic Spanishdominant Facebook Myspace Twitter LinkedIn Classmates.com MiGente.com Other Do not use
Ages 18+ Source: Google, “U.S, Hispanics December 2010,” conducted by Ipsos OTX, MediaCT, Dec. 1, 2010. Hispanics, especially the Spanish-dominant and foreign-born, are less likely to use the internet than other U.S. ethnic or racial groups; however, Myspace was more popular with Spanish-dominant speakers and bilingual Hispanics, while Facebook and other sites showed roughly the same or higher usage rates than English-dominant Hispanics.

Englishdominant 79% 32% 23% 10% 9% 2% 5% 15%

Bilingual

Total

NonHispanic Total

80% 41% 23% 5% 5% 7% 9% 11%

82% 40% 27% 9% 8% 6% 9% 12%

80% 37% 24% 8% 8% 5% 7% 13%

77% 25% 20% 13% 10% 2% 5% 17%

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electronicRETAILER | May 2011



Electronic Retailer - May 2011

Table of Contents for the Digital Edition of Electronic Retailer - May 2011

Electronic Retailer - May 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Legislative Primer for the ERA 2011 Government Affairs Fly-In
Guest Viewpoint: Government, Industry and the People... Working Tirelessly Together – to Shoot Themselves in the Foot!
The Motive Behind Motivational
Guest Viewpoint: Protecting Your Brand – Logistics Behind the Buy Button
Penetrating the U.S. Hispanic Market
Guest Viewpoint: A New “Perspectiva”
DRTV
Teleservices
Legal
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classified Directory
Electronic Retailer - May 2011 - Electronic Retailer - May 2011
Electronic Retailer - May 2011 - Cover2
Electronic Retailer - May 2011 - 3
Electronic Retailer - May 2011 - Contents
Electronic Retailer - May 2011 - 5
Electronic Retailer - May 2011 - 6
Electronic Retailer - May 2011 - Calendar of Events
Electronic Retailer - May 2011 - Your Association, Your Bottom Line
Electronic Retailer - May 2011 - 9
Electronic Retailer - May 2011 - Industry Reports
Electronic Retailer - May 2011 - 11
Electronic Retailer - May 2011 - 12
Electronic Retailer - May 2011 - 13
Electronic Retailer - May 2011 - FTC Forum
Electronic Retailer - May 2011 - 15
Electronic Retailer - May 2011 - eMarketer Research
Electronic Retailer - May 2011 - 17
Electronic Retailer - May 2011 - 18
Electronic Retailer - May 2011 - 19
Electronic Retailer - May 2011 - IMS Retail Rankings
Electronic Retailer - May 2011 - 21
Electronic Retailer - May 2011 - 22
Electronic Retailer - May 2011 - 23
Electronic Retailer - May 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - May 2011 - 25
Electronic Retailer - May 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - May 2011 - 27
Electronic Retailer - May 2011 - Legislative Primer for the ERA 2011 Government Affairs Fly-In
Electronic Retailer - May 2011 - 29
Electronic Retailer - May 2011 - 30
Electronic Retailer - May 2011 - 31
Electronic Retailer - May 2011 - Guest Viewpoint: Government, Industry and the People... Working Tirelessly Together – to Shoot Themselves in the Foot!
Electronic Retailer - May 2011 - 33
Electronic Retailer - May 2011 - The Motive Behind Motivational
Electronic Retailer - May 2011 - 35
Electronic Retailer - May 2011 - 36
Electronic Retailer - May 2011 - 37
Electronic Retailer - May 2011 - 38
Electronic Retailer - May 2011 - 39
Electronic Retailer - May 2011 - 40
Electronic Retailer - May 2011 - 41
Electronic Retailer - May 2011 - Guest Viewpoint: Protecting Your Brand – Logistics Behind the Buy Button
Electronic Retailer - May 2011 - 43
Electronic Retailer - May 2011 - Penetrating the U.S. Hispanic Market
Electronic Retailer - May 2011 - 45
Electronic Retailer - May 2011 - 46
Electronic Retailer - May 2011 - 47
Electronic Retailer - May 2011 - 48
Electronic Retailer - May 2011 - 49
Electronic Retailer - May 2011 - 50
Electronic Retailer - May 2011 - 51
Electronic Retailer - May 2011 - Guest Viewpoint: A New “Perspectiva”
Electronic Retailer - May 2011 - 53
Electronic Retailer - May 2011 - DRTV
Electronic Retailer - May 2011 - 55
Electronic Retailer - May 2011 - Teleservices
Electronic Retailer - May 2011 - 57
Electronic Retailer - May 2011 - Legal
Electronic Retailer - May 2011 - 59
Electronic Retailer - May 2011 - Member Spotlight
Electronic Retailer - May 2011 - 61
Electronic Retailer - May 2011 - Bulletin Board
Electronic Retailer - May 2011 - Advertiser Index
Electronic Retailer - May 2011 - Classified Directory
Electronic Retailer - May 2011 - 65
Electronic Retailer - May 2011 - 66
Electronic Retailer - May 2011 - Cover3
Electronic Retailer - May 2011 - Cover4
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