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Now we’ve added infographic snapshots to the mix—starting with two recent reports, Hispanics: Demographic Profile and Marketing Approaches and Moms: Riding the Mobile Wave. Not only are these infographics an easy way to understand how moms and Hispanics use the internet, but they also serve as excellent visuals for sales presentations and business cases.

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Today kicks off National Hispanic Heritage Month in the US, so we decided to take a look at a few of the trends and tips we’ve seen lately about Hispanic media usage and how marketers can reach them.

eMarketer estimates there are nearly 30 million Hispanic internet users in the US this year. Hispanics are underrepresented online, with less than 60% accessing the internet at least monthly, compared with 76% of non-Hispanic whites and 63.8% of blacks. And according to June 2010 data from the Associated Press and Univision, online Hispanics spend more time with English-language content on the web than with Spanish-language sites and information.

Hispanics were also significantly more likely to report spending no time using the Spanish-language internet, at 53%, vs. just 32% who said they spent no time on English-language sites.

This research falls in line with earlier studies, such as one published in 2009 by Ipsos that found 59% of Hispanic men and 51% of Hispanic women preferred English on the internet. Even 10% of respondents whose primary language was Spanish would rather go online in English, according to that study.

But attitudinal research shows that marketers must still reach out to Hispanics in Spanish. Experian Simmons found in December 2009 that more than two in five Hispanics felt Spanish-language advertising is a sign that companies respect their heritage, and nearly as many said they were more loyal toward companies that show such respect. Spanish-language ads were unsurprisingly more important to Spanish-dominent consumers than to fluent English speakers, but solid percentages of all Hispanics care when marketers make the effort to connect with them through their own language and culture.

That also means Spanish-language marketing content should not appear second best. Unfortunately, however, that is increasingly the case.

As eMarketer senior analyst Lisa Phillips wrote in May, “many of the Spanish-version sites are lagging behind their English counterparts. According to AOL’s Hispanic Cyberstudy, one-quarter of Hispanic Internet users say they could not do all the same things on a Spanish-language site that they could do on the corresponding English-language site.”

Bottom line:

If you are going to offer online content in Spanish, make sure it is as robust as your English-language site. Hispanic internet users are checking out both, making comparisons—and commenting to their online friends and families. Your brand’s image could be tarnished by the very effort you think is helping to reach a wider audience.

Three Op-Ed pieces in Sunday’s New York Times were devoted to ICANN’s recent move to allow URLs without Latin characters—a change that each writer agreed would not effect the global virtual village very much. In the US, Latin characters are the norm since English is spoken by about 80% of the population, age 5 and older, according to the US Census Bureau. Within the remaining 20%, Spanish is the dominant language, spoken by about 12% of the population.

While the addition of non-latin characters probably won’t signal any fundamental shift in how most US consumers view the Web, the move by ICANN did get me thinking, however, about the 29 million Hispanic Internet users in the US—and whether US marketers were doing enough to connect with them via Spanish-language sites. For now, the answer appears to be no. Here’s why.

Many marketers have Spanish-language Websites that mirror or complement their brand’s English-language one. According to comScore, about 19% of Hispanic Internet users use Spanish as their primary language, and most visitors are able to choose which version (English or Spanish) of the site they’d like to read.

The problem is many of the Spanish-version sites are lagging behind their English counterparts. According to AOL’s Hispanic Cyberstudy, one-quarter of Hispanic Internet users say they could not do all the same things on a Spanish-language site that they could do on the corresponding English-language site. And 23% agreed that the English-language sites were better or more comprehensive. A small 8.8% felt they got better deals on English-language sites, too.

Realize that it isn’t just Spanish-dominant Internet users who visit Spanish-language sites. The same AOL Cyberstudy found that bicultural and English-dominant Internet users spent time on Spanish-language sites every week, while Spanish-dominant users also went to English-lanaguage sites.

If brands are going to connect online with one of the country’s fastest growing demographics, they are going to have to create equally engaging experiences in both English and Spanish. Those who do will find their efforts rewarded by more positive word of mouth and higher brand loyalty. Half-hearted efforts will reap fewer rewards.