• by Jack Loechner , Staff Writer @mp_research, February 5, 2002

According to the Roslow Hispanic Internet Usage Study, conducted in fall 2001 and just released, Terra.com leads all other Spanish-language sites in brand loyalty. The study showed that 66 percent of U.S. Hispanics aware of Terra.com chose to visit it and used it within the last 30 days, a percentage surpassing all of its competitors.

The U.S. Hispanic user:
- Is, on average, approximately 30-years-old
- Roughly half are bilingual
- Half are Spanish-dominant
- An average of 78 percent of those users have computers at home
- The percentage of men and women using the Net is nearly equal, at 52 and 48 percent respectively
- They are using Spanish for more than half (55%) of their on-line hours
- 35 million Hispanics represent 13 percent of the U.S. population and spend 64 percent of their TV time watching Spanish-language channels
- Hispanics are spending 55 percent of their time using the Internet in Spanish instead of English
- The incidence of Internet use by Hispanics, 16 years and older, has reached the 50 percent mark

The average Hispanic user is visiting the web 6.6 times per week and spending 58 minutes on-line per session. Common reasons for going on-line include for research purposes, reading news, listening to music, education related searches and lastly, many go on-line to chat.

Find out more here.