Expect significant growth in this sector, eMarketer says - Published July 2, 2009 on AdWeek

NEW YORK.- The U.S. Hispanic Internet population is young, vibrant and growing -- in numbers, broadband connections and time spent online.

In 2009, there are nearly 23 million Hispanics online, about 51 percent of the U.S. Hispanic population, according to eMarketer estimates. Hispanics make up about 12.3 percent of the U.S. Internet population in 2009, and will increase to 13.9 percent in 2013.

Like its offline counterpart, this group of Internet users is young -- 63 percent are under age 35 -- and mobile. Some 81 percent of Hispanics own a mobile phone, according to the Pew Internet & American Life Project, and for 25 percent of these adults, their mobile device is their primary phone. Hispanics use more phone features, including Internet access, at higher rates than other mobile subscribers.

By Levi Shapiro

Cuban-American mommy-to-be Gloria Dobal “loved everything” about online pregnancy site Baby Center. However, she had difficulty sharing the experience with family members who prefer Spanish. “My mother is from Cuba and I wanted her to enjoy this with me,” she said. After two days, Gloria switched to Baby Center En Espanol (www.babycenterenespanol.com) and its mobile version. Although the sector is still nascent, some brands and agencies are beginning to target Hispanics with mobile tools and campaigns.