Study Probes Online Power of Hispanic Consumers

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Not so long ago, a report on Hispanic Americans’ Internet usage would likely have been focusing on a “digital divide,” with Hispanic and other minorities lagging far behind the general population in online access and activity. The title of a Scarborough Research report released today, “The Power of the Hispanic Consumer Online,” gives a quick hint at how times have changed. The report finds Hispanic Internet users to be “avid downloaders of digital content,” thanks in part to a broadband adoption rate mirroring that of the nation’s overall online population.

Scarborough says 54 percent of Hispanic adults are online, vs.

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