on Internet More Affluent
Than General Population
In the 80 plus metropolitan markets surveyed regularly by The Media
Audit, 46.0 percent of adult Hispanics or 8.5 million access the Internet
regularly and 19 percent or 3.5 million are heavy users (430 minutes
per week or more) of the Internet.
Bob Jordan, president of International Demographics, notes that "Hispanic
adults (age 18 plus) who frequent the Internet are considerably more
affluent than other Hispanics and adults in the general population."
According to the survey data, 51 percent of Hispanics who accessed
the Internet at least once during the previous 30 days have a household
income of $50,000 or more. In the general adult population of the
metropolitan markets surveyed, only 44.9 percent have household incomes
of $50,000 or more. Of all Hispanics in the general adult population,
just 31.8 percent have household incomes of $50,000 or more.
"Hispanics are still lagging the general population in Internet
use, 45.9 percent versus 61.2 percent, but in affluence they are much
closer," says Jordan.
Approximately 49.0 percent of Hispanics between the ages of 18 to
54 access the Internet on a monthly basis. In the general population
approximately 69.0 percent of that same age group frequents the Internet
on a monthly basis.
"Beyond age 54 Internet use among Hispanics drops off pretty
dramatically," says Jordan, "Approximately 33.0 percent
of Hispanics between the ages of 55 to 64 use the Internet and 22.7
percent of those between the ages of 65 and 74 use the Internet"
In the general population, approximately 57.0 percent of those 55
to 64 use the Internet, and use among those 65 to 74 has increased
to almost 36.0 percent.
"The educational differences between Hispanics on the Internet
and the Hispanic population in general are dramatic," says Jordan,
"While 27 percent of all Hispanic adults in the 80 markets we
survey have less than a high school education, just 8.8 percent of
Hispanics who frequent the Internet are lacking a high school education.
Among those who are heavy users of the Internet that figure drops
further to 6.4 percent."
© CONTACTO Magazine
Published on November 18, 2004
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