Hispanics spend considerably more time using mobile devices and watching online video than members of other ethnic groups, according to a new report from Nielsen. That represents a specific opportunity for digital media, especially since Nielsen also said Latinos have a buying power of $1 trillion in 2010 that is projected to grow 50 percent to $1.5 trillion in 2015.
Specifically, the researchers determined that Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones than non-Hispanic whites. (See the chart below.) Hispanic mobile users send or receive an average of 941 text messages a month, more than any other ethnic group, and make 13 phone calls per day, 40 percent more than the average U.S. mobile user.
Other distinct patterns emerge due to language, culture, and ownership dynamics, according to State of the Hispanic Consumer.
This group totals about 52 million people with a median age of 28, in a total U.S. market where the median age is 37. Between 2000 and 2011, Hispanics accounted for more than half of the U.S. population increase, the study said, and will contribute an even greater share of population growth over the next five years.
“Borderless social networking, unprecedented exchange of goods, technology as a facilitator for cultural exchange, retro acculturation, and new culture generation combine to enable Hispanic culture in the U.S. to be sustainable,” the report concluded.”
Nielsen blog – Hispanics in U.S. Highly Active on Mobile and Social
Nielsen – State of the Hispanic Consumer