• Mediaweek, Monday, April 17, 2006 12 PM

E-marketers who ignore the Hispanic market do so at their own peril, according to new research. A report from Web researcher eMarketer revealed that by the end of this decade, the number of Hispanics going online will exceed 20 million users. The report said marketers targeting younger consumers should pay particular attention because 58 percent of Hispanic Web users are under 35 and that they possess significant buying power and language diversity. "In many respects, the Hispanic youth online market feels like the greater youth market," said eMarketer analyst Debra Aho Williamson, who authored the report. "But there's an added dimension that sets them apart. Their cultural heritage and language choices make for multiple identities, online and offline. Marketers need to remember those things in order to effectively reach this exciting demographic group." The group shifts easily and frequently between Spanish-language content and English-language content, Aho said, adding "There is and will continue to be demand for Spanish-language sites. But the onus will be on them to stay relevant and offer material and experiences that Hispanic youth cannot get elsewhere."

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