A new report by the Interactive Advertising Bureau (IAB) shows Hispanics embracing online and mobile media in a number of areas.
One of the key factors in this is the finding that Hispanics are more likely to own a wireless laptop (46%) than a desktop computer(40%), and are heavier adopters of smartphones and tablets. (The report breaks smartphones and tablets by OS, and Hispanic ownership levels are higher than the general population's in every breakdown). The most popular mobile uses were text messaging (56%), viewing email (42%), and taking a picture or video (39%).
As for traditional media use, compared to the general US population, Hispanics are -
- more likely to at least occasionally watch video or TV online (64% v. 56%)
- more likely to subscribe to a paid online video service (55% v. 43%)
- watch videos on a mobile device (47% v, 35%)
- regularly get news on a mobile device (27% v. 19%)
- regularly watch videos or TV on a mobile device (16% v. 11%)
- regularly watch sports on a mobile device (15% v. 11%)
“Hispanic consumers are living their lives on the go and lean on their mobile devices accordingly,” said Pam Goodfellow, consumer insights director at BIGinsight. “Brand leaders would be well-served to recognize the economic power of the Hispanic community and harness their appetite for goods, services and online content -- especially via mobile devices.”Hispanics are the fastest growing segment of the US population, and one that appears ready and willing to embrace digital and mobile medias. There would seem to be opportunities there for content producers and packagers to exploit.
The report draws on two recent consumer samples conducted by BIGinsight - a general sample of almost 25,000 consumers (including Hispanics) and a separate representative sample of 4325 U.S. Hispanics.
Sources - IAB: Hispanic Audience Active Online, On Mobile, OnlineMediaDaily
Hispanic Consumers & Digital Media, IAB & BIGinsight