News - Noticias

RESTON, Va., March 17, 2003 - comScore Networks, the standard in Internet behavioral measurement, today released the first detailed analysis of the online U.S. Hispanic population based on data obtained from the comScore Media Metrix panel of more than 50,000 U.S. Hispanic Internet users.

In January 2003, there were 12.4 million Hispanic Internet users age 2 and older resident in the U.S. that accessed the Internet from either home, work or at a university. Based on these data, the U.S. Hispanic online population, which comprises approximately one third of the total U.S. Hispanic population, is 11 percent larger than the total online population of Spain, and 4 percent larger than the total online population of Mexico, Argentina and Colombia combined.

The comScore estimates are based on a scientifically selected and representative sample of 50,000 U.S. online users who reported themselves as Hispanics* and who were recruited in both Spanish and English to be members of the comScore panel. These individuals have given comScore explicit permission to continuously monitor their Internet behavior using comScore's patent-pending technology. The comScore data are statistically projected to represent the U.S. Hispanic online population.

Hispanic Internet users' online usage intensity, as measured by time spent and pages viewed online, is comparable to that of the total Internet population.

Sharp Demographic Contrasts Revealed in Hispanic Online Population
comScore also highlighted a number of striking differences among Hispanic Web users when compared to the general Internet population. For example, compared to the total Internet population, U.S. Hispanics are a much younger group: 60 percent of the Hispanic online population is 34 years of age or younger, versus 50 percent for the total online population. It follows that those over age 55 are particularly underrepresented in the Hispanic Internet population compared to the total U.S. Internet population.

U.S. Hispanic Web users are also much more likely to live in larger households. For example, 39 percent of U.S. Hispanic online households contain five or more persons compared to only 18 percent for all online households. And in sharp contrast, only 2 percent of U.S. Hispanic surfers were in single-member households, versus 10 percent for the total online population.

While comScore's analysis discovered that U.S. Hispanic online users tend to have a lower household income than general U.S. users, compared to the total U.S. Hispanic population, Hispanic Internet users tend to live in higher income households.

Extraordinary Reach Among Top Spanish-Language Sites
Although the fast-growing Hispanic market has clearly attracted the attention of leading marketers, previously there has been no accurate view of how broadly those marketers would need to stretch online marketing spending to reach a critical mass of those Hispanics who prefer to speak Spanish at home.

The comScore data reveal that approximately 51 percent of U.S. online Hispanics prefer to use English as their language of choice at home, with 21 percent preferring to use Spanish and 27 percent stating an equal use of English and Spanish.

In an analysis of the unduplicated reach of top Web sites within the Spanish-preferred online Hispanic population, comScore data revealed that the top ten Spanish language properties, in total, reach more than 91 percent of Spanish-preferred users in one month.

"This new knowledge of the online Hispanic consumer provides compelling evidence of the opportunity inherent in reaching this prized group," noted Richard L. Israel, comScore Networks vice president of Hispanic Marketing Solutions. "Since Hispanic Web users tend to be younger and live in larger households, they are likely to be more comfortable with technology and exercise influence over other family members for purchases and other key decisions. And importantly, they can be efficiently reached through leading Web sites."

Hispanic Consumer Research Supported By Industry Leaders
comScore Media Metrix Hispanic Services are trusted by industry leaders such as Terra Networks, Yahoo! en español, AOL, The Bravo Group, Bromley/Tapestry (SMG), La Opinión, Media 8 Digital Marketing, Communitá, Inc., StarMedia, Kraft, and the Association of Hispanic Advertising Agencies (AHAA).

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* The universe of U.S. resident Hispanics within the new comScore Media Metrix Hispanic Services database is based exclusively on an individual's self-reported definition, adhering to procedures established and followed by the U.S. Census Bureau.
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About comScore Media Metrix
comScore Media Metrix, a division of comScore Networks, provides industry-leading Internet audience measurement services that report - with unmatched accuracy - details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings - long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers - while drawing upon comScore's advanced technologies to address important new industry requirements. All comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.

About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior. This capability is based on a representative cross-section of more than 1.5 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and other transaction behavior, including offline purchasing. Through its patent-pending technology, comScore measures what matters across the entire spectrum of surfing and buying behavior. This deep knowledge of customers and competitors helps clients design more powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as Microsoft, Kraft, The New York Times Company, Best Buy, Verizon, Nestlé, Wells Fargo & Company, GlaxoSmithKline, and Orbitz. For more information, please visit www.comscore.com.

Contact:
Graham Mudd
comScore Networks
(312) 775-6539
press@comscore.com

Police Commisioner Clark talks to the Hispanic community

On May 1st., Commissioner Clark came to Spanish Town to talk to the Upper Fells Point community. Among the more than fifty people who attended the town hall style meeting, there were Lieutenent Colonel Zenaib Rabold and Major Longo, Southeastern District Commander. Assorted assistants, officers, detectives, and communications specialists acompanied the Comissioner who gave us the impression of beign a strong man with strong convictions and great public relations skills. Other attendees were pastors Santos and Nuñez, Angelo Solera, Gil De Jesús who moderated the meeting, Jeanne Velez, and many others. From the Mayor's office, besides Jose Ruiz, Tony White, Director of the Ofice of Neighborhood Communications and Lorena Beltrán, who, as usual did her extremely competent job of simultaneously translating from the English to Spanish and viceversa, seemingly effortlessly.

A Major, five lieutenants, twenty sergeants and approximately 175 officers staff the Southeastern District. Fourteen response units provide basic patrol coverage around the clock, assisted by Operations, neighborhood Services and other specialized units. These specialized units also engage in vice, drug, traffic and other areas of specialized enforcement to combat crime and to improve the quality of life in the District.

Commissioner Clark was well received and many questions were asked. He answered knowingly, despite the fact he has been in Baltimore for just a few months and gave an impression of caring and of understanding people's concerns. Where Norris had an air of aloofness and superiority, Clark seems a man of the people, unassuming and approachable. We got a good impresion of him. Commissioner Clark promised us an in depth interview. We wil take him at his word after a few months of summer give us a better knowledge of the man.

The Mayor's Hispanic Liaison Office, headed by Jose Ruiz organized the meeting which was cosponsored by the Baltimore Hispanic Chamber of Commerce.