The U.S. Hispanic Internet population is young, vibrant and growing — in numbers, broadband connections and time spent online. In 2009, there are nearly 23 million Hispanics online, about 51 percent of the U.S. Hispanic population, according to eMarketer estimates. Hispanics make up about 12.3 percent of the U.S. Internet population in 2009, and will increase to 13.9 percent in 2013. Like its offline counterpart, this group of Internet users is young — 63 percent are under age 35 — and mobile. Some 81 percent of Hispanics own a mobile phone, according to the Pew Internet & American Life Project, and for 25 percent of these adults, their mobile device is their primary phone. Hispanics use more phone features, including Internet access, at higher rates than other mobile subscribers.

In the “What Latinas Want” research conducted by Meredith Hispanic Ventures and Telemundo Group, 81% of respondents said they are either the main decision-maker or make decisions with their spouse. The key factors determining their success in life were education, being fluent in English as well in Spanish, and often owning a business. Latinas are optimistic and self-confident, with 66% describing themselves as “someone who can do it all,” compared with 53% of non-Hispanic women. The ethnographies in this study also revealed refrigerators and pantries packed with both Latin and mainstream products, as these women prepare some of the same foods they grew up with but add new ones. ”She’s really mixing it up with American and Hispanic recipes, in spices, side dishes and how people eat at home,” said Ms. Gaviria, VP at Meredith Hispanic Ventures. “It’s really fusion cuisine. For [companies such as] Nestle, Kraft and Unilever, that’s actionable for them.” ”She’s the chief household officer, and she’s making all the decisions, from finances to food,” said Jacqueline Hernandez, chief operating officer of Telemundo. “She has a new-found self-identity. She’s very ambitious, and wants to have more than her mother.”  (more…)

As more companies target the growing U.S. Hispanic population, Hispanic marketers are trying to extend their sales to the rest of America. Take Goya Foods, the $1 billion U.S. Hispanic-owned food company. Founded in 1936 by Spanish immigrant, now it’s taking advantage of Latin food’s popularity to win new customers. Besides TV and print ads, Goya does what the company calls “integrations” — about 20 on English-language TV and 80 on Spanish-language TV last year — placing products in popular shows that drive traffic to its’ website. Goya’s sales grew about 10% in 2008, and the company is looking for new added-value products, such as low-sodium and organically grown beans, to boost that even further. Each year Goya launches hundreds of new products knowing that some will fail.  (more..)