Univision Online Inc. announced a study Thursday pointing to a strong
correlation between the purchase behavior of Univision.com users and ads on its Web
The Univision Communications Inc. online subsidiary said the 'Hispanic
Internet Users Study' -- which it commissioned and which Nielsen Media Research
conducted -- showed that the Internet is effective as an advertising medium
among Spanish-language and bilingual households, according to Univision Online
president Javier Saralegui.
In particular, the company said, Univision.com users were 27 percent more
likely than non-Internet users to purchase products in the packaged-goods
categories advertised on that Web site, such as toothpaste, soft drinks and
In addition, the report indicated that the Web site's users were eight times
more likely to buy computer products advertised on Univision.com.
Univision Online said, its visitors were on average 58 percent more aware of the
brands advertised on its Web site than non-Internet users