(Multichannel News) _ The Hispanic population that goes online is young, less than 35 years old, and prefers English content, according to research being cited by Si TV. The “Young Latinos Online” research, done by ComScore, found that more than half the Hispanic population online, 52%, has a preference for English-language content. Only 22% prefer Spanish, while 27% list “both” languages as their preference. Of the 18.1 million Hispanics online, the majority are under 35, according to ComScore. Entertainment, conversational media [user-generated content] and social-networking sites are the most popular with Hispanics, at a greater propensity than the general market, ComScore found. For example, 73% of online Hispanics visited conversational media/user-generated content sites compared with 67% of the general market. And 71% of online Hispanics went to social-networking sites, compared with 65% of the general market, according to ComScore. In addition, 41% of online Hispanics visited blogs, compared with 37% of the general market. The ComScore research also found that the buying habits of Hispanics are influenced by the Internet. Si TV and BP.US ComScore will be doing a special luncheon presentation tomorrow, Thursday, in Manhattan for the advertising community detailing the findings regarding young Hispanics online.

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