Who's online: consumers

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In a long-awaited move, a Hispanic online-measurement service with a panel of 50,000 Hispanics will start providing data by year's end. ComScore Networks' comScore Media Metrix Hispanic Services is backed by Hispanic portals and shops like Terra Networks, Yahoo! en Espanol, America Online, WPP Group's Bravo Group, La Opini¢n newspaper and digital agency Media 8.

"Our data's going to help momentum swing toward more dollars coming the way of the Hispanic market," said Richard Israel, comScore'sVP-Hispanic Marketing Solutions. Until March, Mr. Israel was at Nielsen/Net Ratings, which was expected to start a Hispanic online panel but kept postponing plans.

The panel will be representative of consumers who are bilingual, English or Spanish-dominant, or speak only English or Spanish. Panelists' online activity will be tracked, providing data on online buying, Web sites visited, time spent on the Internet and which language is used.

"Spanish language-based data collection will allow marketers to develop a clear picture of Hispanic consumers' product purchasing, lifestyles, media behavior and online characteristics," said Jorge Consuegra, general manager of Yahoo! en Espanol.

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