StarMedia survey shows Latino ‘Net use increase

Survey finds Internet use on the rise among Latinos

MIAMI — In LatAm Internet portal Starmedia’s second annual users survey, 63% of Latino respondents reported watching less television because of time online, versus just 40% a year ago.

More than 22,500 users participated in the survey, which was conducted in December and January by the Laredo Group in English, Spanish and Portuguese. On average, survey respondents spend 10.4 hours online per week, up from 8.2 hours in 1998.

But even though users spurn other media for the ‘Net, 10% said they have access to the Internet via a television and 67% re-ported they are interested in using TV as an Internet platform.

And the use of the Internet for entertainment has grown dramatically in the region over the past 12 months, be it downloading music or watching videos, said Adriana Kampfner, senior vice president of global sales and strategy.

“I think it has to do with the increased speeds at which people can access the Internet,” she said.

Downloading music was among the top five online activities, though it wasn’t even mentioned a year ago, she said.

U.S. Hispanics, who were just 2% of respondents but represent 10% of StarMedia’s user base, spent more time online versus Latin Americans, at 11.7 hours per week. They expressed a strong preference for Spanish-lingo content and advertising, StarMe-dia said.

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