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Hispanics Less Likely to Respond to Internet Banner Advertising
 While Hispanics are more likely to switch to and use the high-speed Internet than other consumer users of broadband, they are less likely to click on Web advertisements, according to a study by Arbitron/Edison Media Research.
The study focused on Internet broadcast consumers — known as “Streamies” and considered the ultra-core users of the Internet. Streamies, research has found, are more eager to try new products and services than other Internet users.
According to the study, Hispanics showed the highest percentage growth in their use of broadband, but they are less likely to respond to traditional Internet advertising than Streamie users overall.
Other findings of the study:
- Hispanics say they are more likely to switch to broadband within the next year than other population groups surveyed — 22.1% versus 20.5% for African-Americans and 16.1% for whites and others.
- Among Internet users, Hispanics also are the most likely to be Streamies. The study found that 59.9% of Hispanic respondents considered themselves regular or daily Streamies versus 55.2% of broadband users overall; 27.9% were “monthly Streamies” versus 26.2% overall; and 17.0% were “weekly Streamies” versus 15.4% overall.
- However, Hispanics are less likely to click on banner advertising — 11.8% versus 19.4% overall; or any Web site advertising — 5.4% versus 9.0% overall — than other broadband users.
- Hispanics also are more likely to listen to radio stations over the Internet than other groups: 38.1% of Hispanics reported listening to the radio online versus 32.7% for African-American respondents and 35.9% for whites/others.
- The study also found that 41.3% of Hispanics said they were watching less television, compared to 37.1% of African-Americans and 37.3% of whites/others.
- A higher percentage of Hispanics than Internet users overall also reported that they had an Internet connection and a television in the same room (53.4% for Hispanics versus 50.4% overall users).
The Arbitron/Edison Media Research report can be found at www.arbitron.com/ad_agencies/hispanicI12.htm.
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