There is no doubt Hispanics are online. And for most of them, the Internet is about connecting with their friends and family and keeping in touch with the latest happenings in their world. However, advertisers have fallen short in actively targeting this portion of the population, in particular with search marketing. Marketers are missing a golden opportunity because Hispanic online users are prime candidates for responding to a search marketing campaign.

According to eMarketer, 52% of U.S. Hispanics are online, representing about 23 million in 2008. And that number will only grow. The U.S. Hispanic population is the most rapidly increasing demographic group in the United States and ranks as the number one minority group. In some cities and states, this minority group has even become the majority. The same may someday be true for Hispanic users online. It is estimated that number of Hispanic Internet users will surge between now and 2012 and surpass 29 million.

And they aren’t novice users. Half of the U.S Hispanic online population has been using the Internet for more than three years. This demographic knows eBay, knows Google and can surf the web with the best of them. With 27% of those 23 million Internet users going online everyday, there are plenty of opportunities for marketers to reach out and connect with this group.

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