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Hispanics' News Consumption - US - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Media

No. of Pages : N/A

Hispanics enjoy following the news. However, since Hispanics’ lives tend to orbit around content consumption and the competitive landscape is becoming increasingly fragmented due to the internet, news providers need to find ways to stand out and appeal to Hispanic consumers. Gaining and maintaining their trust is key.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Television tops, but the internet is reshaping the way Hispanics consume news
Figure 1: Where Hispanics get the news, January 2017
For local news, Spanish-dominant Hispanics rely on Spanish-language networks
Figure 2: Channels used for local news consumption – Past seven days, by language spoken at home and Hispanic origin, October 2015-November 2016
The opportunities
Customizing the news
Figure 3: Types of news Hispanics consume, January 2017
Enabling conversations
Figure 4: Hispanics’ relationship with the news, January 2017
Protecting the earned trust of news sources
Figure 5: Hispanics’ preferred news characteristics – Top mentions, January 2017
Developing trust regardless of news source
Figure 6: Hispanics’ perception of social media news reliability, January 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Hispanics gravitate toward television and social media to get news
Some trends setting the stage for Hispanics’ news consumption include:
Some factors setting the stage for Hispanics’ news consumption include:

WHERE HISPANICS GET THE NEWS
Television is the main source of news
Figure 7: Where Hispanics get the news, January 2017
Younger Hispanics use social networks to get the news
Figure 8: Where Hispanics get the news, by age, February 2017
With education, Hispanics become more sophisticated news gatherers
Figure 9: Where Hispanics get the news, by education level, January 2017

MARKET PERSPECTIVE
Hispanic households own a wide variety of content-oriented devices
Figure 10: Hispanic household device ownership, March 2016
Hispanics are online
Figure 11: Internet usage, by Hispanic origin and language spoken at home, October 2010-November 2011 and October 2015-November 2016
Figure 12: Hispanics’ internet usage, by age, October 2015-November 2016
Hispanics show high participation in social media
Figure 13: Hispanics’ use of social networking sites – Daily, March 2016
Birds of a feather flock together
Figure 14: Share of Hispanic Millennials who spend time with people who speak Spanish or English and Spanish, by level of acculturation, December 2014

MARKET FACTORS
The Hispanic market is young and bicultural
Figure 15: Population by Hispanic origin and generation share, 2017
Hispanics are bilingual
Figure 16: Language Hispanics speak at home, by age, October 2015-November 2016
More-affluent Hispanics tend to be more sophisticated news consumers
Median household income for Hispanics significantly below national median
Figure 17: Median household income, by race and Hispanic origin of householder, 2015
Figure 18: Household income distribution, by race and Hispanic origin of householder, 2015

KEY PLAYERS – WHAT YOU NEED TO KNOW
Univision and Telemundo connect with Spanish-dominant Hispanics
Online is threatening print
Bicultural Hispanics are becoming increasingly elusive
Looking forward . . . mobile and news reliability

WHAT’S WORKING?
The connection with Latin America
Figure 19: Hispanics’ attitudes toward Hispanic countries and American news, by language spoken at home, October 2015-November 2016
Spanish-language networks lead in local news viewership
Figure 20: Channels used for local news consumption – Past seven days, by Hispanic origin, October 2015-November 2016
Figure 21: Channels Hispanics use for local news consumption – Past seven days, by age, October 2015-November 2016
Figure 22: Channels Hispanics use for local news consumption – Past seven days, by Hispanic origin and by language spoken at home, October 2015-November 2016
Telemundo and Univision local news are equivalents
Figure 23: Share of local news consumption among Hispanic Telemundo and Univision local news viewers – Past seven days, October 2015-November 2016
Younger Hispanics not engaging with cable news channels
Figure 24: News consumption on cable news channels – Past seven days, by Hispanic origin, October 2015-November 2016
Figure 25: Hispanics’ news consumption on cable news channels – Past seven days, by age, October 2015-November 2016
Figure 26: Local news consumption – Past seven days, by Hispanic origin and by language spoken at home, October 2015-November 2016

WHAT’S CHALLENGING?
Print is being replaced by online
Figure 27: Hispanics’ perception of change time spent reading print as a result of the internet, October 2011-November 2012 and October 2015-November 2016
Targeting bicultural Hispanics

WHAT’S NEXT?
Increased reliance on mobile devices to consume news
Figure 28: Hispanics’ reliance on cell phones to keep up with news – Past seven days, October 2011-November 2012 and October 2015-November 2016
Social media platforms trying to combat fake news

THE CONSUMER – WHAT YOU NEED TO KNOW
US and local news are Hispanics’ main focus
Hispanics follow the news for two reasons
Hispanics rate news organizations positively
Hispanics trust their preferred news sources
Half of Hispanics are hesitant about trusting social media news
Language preference and Latin American relevance go hand in hand

TYPES OF NEWS HISPANICS CONSUME
Hispanics want to be aware of news that can impact them directly
Figure 29: Types of news Hispanics consume, January 2017
US and local news reach 80% of Hispanics
Figure 30: TURF analysis – Types of news, January 2017
Figure 31: TURF analysis – Types of news – detailed table, January 2017
More-educated Hispanics consume more types of news
Figure 32: Types of news Hispanics consume – Count of types, January 2017
Figure 33: Types of news Hispanics consume, by education level, January 2017
Figure 34: Types of news Hispanics consume, by level of acculturation, January 2017
News types Hispanics consume reveal traditional gender roles
Figure 35: Types of news Hispanics consume, by gender and age, January 2017

HOW HISPANICS RELATE TO THE NEWS
Hispanics like variety
Figure 36: Hispanics’ relationship with the news, January 2017
More-acculturated Hispanics are less-engaged in social media
Figure 37: Social media and the news, by level of acculturation, January 2017
The news can spark conversations
Figure 38: Social media and the news, by level of education, January 2017

HISPANICS’ OPINIONS OF THE NEWS
Hispanics give news organizations high ratings
Figure 39: Hispanics’ opinions of the news, January 2017
Hispanics open to news beyond domestic news
Figure 40: Hispanics’ opinions of the news, by level of acculturation, January 2017

HISPANICS’ PREFERRED NEWS CHARACTERISTICS
Trustworthiness is key to cultivating a Hispanic following
A note on news that shares one’s point-of-view
Figure 41: Hispanics’ preferred news characteristics, January 2017
Figure 42: Hispanics’ preferred news characteristics, by age, January 2017
The relative importance of different news characteristics differs by level of acculturation
Figure 43: Hispanics’ preferred news characteristics – Selected characteristic, by level of acculturation, January 2017

HISPANICS’ PERCEPTION OF NEWS’ RELIABILITY
Hispanics claim to know where to find reliable news
Figure 44: Hispanics’ knowledge of where to find reliable news, January 2017
Figure 45: Hispanics’ knowledge of where to find reliable news, by key demographics, January 2017
Hispanics split about trusting social media news
Figure 46: Hispanics’ perception of social media news reliability, January 2017
Figure 47: Hispanics’ perception of social media news reliability, by key demographics, January 2017

HISPANICS’ PERCEPTION OF BIAS IN THE NEWS
The majority of Hispanics feel most news organizations are biased
Figure 48: Hispanics’ perception of bias in the news, January 2017
Figure 49: Hispanics’ perception of bias in the news, by key demographics, January 2017
Half of Hispanics not in favor of personal opinion pieces in the news
Figure 50: Hispanics’ preference of personal opinion pieces in the news, January 2017
Figure 51: Hispanics’ preference of personal opinion pieces in the news, by key demographics, January 2017

LANGUAGE PREFERENCE IN THE NEWS
Drastic differences by level of acculturation in language preference
Figure 52: Hispanics’ attitudes toward language and Latin America in the news, January 2017
Figure 53: Hispanics’ language preference in the news, by key demographics, January 2017
Figure 54: Relevance of Latin American news, by key demographics, January 2017

APPENDIX – DATA SOURCES AND TERMS
Consumer survey data
Terms
A note on acculturation
TURF methodology

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