Latino usage rates of television, smart phones, social networking, online video and other forms of entertainment make Latinos one of today’s most engaged and dynamic targets. The distinctive combination of relative youth, community, culture and language preference positions Hispanics to become pioneers in new media trends and further accelerate technology uptake.
Multiple platforms for television and online video viewing Due to sheer numbers, Hispanics have wielded significant influence on the media landscape, shaping programming content, dedicated channels and vehicle offerings. Hispanics access media from every platform available and often lead the general market as early adopters of emerging technologies.
Approximately 60 percent of Latino households own at least one video- and Internet-enabled cell phone, compared to 43 percent of the general market. In monthly time, Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones compared to nonHispanic Whites.
Real-time TV viewing still ranks high with the Latino market. Hispanics are less likely to use a DVR player than the average household, with only 31 percent of Hispanic households owning a DVR player versus 41 percent of the general market.
Interestingly, Hispanic DVR households are two to three times more likely to timeshift English than Spanish language programming.
Language serves as a cultural constant threading through many of the trends discussed in this report. Nielsen Universe Estimates show that 56 percent of Hispanic adults speak primarily Spanish at home, compared to 40 percent who speak primarily English. These data underscore the importance of using Spanish to reach Latinos.
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