Hispanics more likely to download digital content

Hispanic Internet users downloading digital content at high rates
Phoenix Business Journal March 19, 2009

Hispanics are more likely than average to download digital content and adopt broadband, and Phoenix is the top U.S. market for Hispanic Internet use, according to a survey conducted by Scarborough Research.

The survey found Hispanic Internet users were 21 percent more likely to download digital content than the average user, and that 42 percent of those users had downloaded some digital content within the past 30 days.

Hispanics also are adopting broadband, with 68 percent of those Internet users having high-speed Internet connections. That number is up from 13 percent in 2002, about on par with national averages.

“Increased high-speed Internet access among Hispanics is opening the door for online businesses to establish brand loyalty with this consumer group,” said Gary Meo, senior vice president of digital media services at Scarborough. “Offering Hispanics new and creative ways to interact with a brand online -- particularly via downloaded digital content -- could go a long way in successfully marketing to the Hispanic adult.”

Phoenix was the strongest market surveyed for Hispanics downloading digital content, with more than 60 percent downloading some content in the past month. Other markets, such as Miami, have high penetrations of Hispanics with broadband connections.