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Hispanics Content Consumption and Sharing - US - August 2016

Published By :

Mintel

Published Date : Aug 2016

Category :

Lifestyle

No. of Pages : N/A

In addition to broadcast television, the internet provides Hispanics with countless options for consuming and sharing content. Hispanic households own a variety of devices, which allows them to have more control over what, when, and where they watch content; larger devices may be used with family; mobile devices grant Hispanics the opportunity of having some “me” time. For brands to insert their own messages and stand out in this context requires creativity and - most importantly - relevance.

Table of Content

Table of Content

What you need to know
Definition

Executive Summary

The issues
Hispanics can’t imagine a life without content
Figure 1: Frequency of Hispanics’ activities related to content consumption and sharing - Daily, March 2016
Social media engagement invites sharing
Figure 2: Characteristics of Hispanics who share/don’t share content daily, March 2016
The internet reshaped how Hispanics spend their leisure time
Figure 3: Hispanics’ attitudes toward content and the internet, March 2016
The opportunities
Shareable content must be mobile-friendly
Figure 4: Hispanics’ attitudes toward devices for content consumption, by Hispanics who share content daily versus Hispanics who don’t, March 2016
Looking South for inspiration
Figure 5: Importance of Hispanic or Latin American news and sports – Any agree, February 2015-March 2016
Spreading messages
Figure 6: Hispanics’ engagement with ads – Opportunities, by Hispanics who share content daily versus Hispanics who don’t, March 2016
What it means

The Market – What You Need to Know

Hispanics are online
Hispanics use social media
Hispanics live in larger households
Hispanics are young and bicultural
Hispanics are value-oriented consumers

Market Perspective

With few exceptions, Hispanics are online
Figure 7: Internet usage, by Hispanic origin and language spoken at home, February 2010-March 2011 and February 2015-March 2016
Young Hispanics are almost universally online
Figure 8: Hispanics’ internet usage, by age, February 2015-March 2016
Hispanics show high participation in social media
Figure 9: Hispanics’ use of social networking sites – Daily, March 2016

Market Factors

Larger household sizes may influence dynamic around content consumption and sharing
Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
The Hispanic market is young and bicultural
Figure 11: Population by Hispanic origin and generation share, 2016
Hispanics more restricted financially
Median household income for Hispanics significantly below national median
Figure 12: Median household income, by race and Hispanic origin of householder, 2014
Figure 13: Household income distribution, by race and Hispanic origin of householder, 2014

Key Players – What You Need to Know

What’s working?
Defining and knowing your target
Making your case
What’s challenging?
Producing actual content
Criticism is always hard
What’s next?
The message is what matters

What’s Working?

Communicating value and content
Figure 14: Type of satellite programming at Hispanic households, by language spoken at home, February 2015-March 2016
Increasing visibility through partnerships
Netflix and Univision
Figure 15: Hispanics’ use of netflix.com – Past seven days, by language spoken at home, February 2015-March 2016
Netflix and Dish Latino
Figure 16: Dish Latino direct mail, March 2016 - April 2016

What’s Struggling?

Creating engaging and relevant content
Figure 17: Attitudes toward following brands on social media – Any agree, by age, February 2015-March 2016
Handling negative comments

What’s Next?

More content marketing
Alternative realities

The Consumer – What You Need to Know

Hispanics consume content in a variety of ways
Sharing and social media engagement go hand in hand
Availability of devices
Unacculturated and bicultural Hispanics spend 2/3rds of their time online
When choosing content, Hispanics weigh tradition with curiosity
Latin America is relevant
The internet is fun, but generates some doubts
Social media sites are clearly positioned

Content Consumption and Sharing

Live TV and online video grabs most of the attention
Social networking sites encourage sharing
Figure 18: Frequency of Hispanics’ activities related to content consumption and sharing, March 2016
Online videos are part of younger Hispanics’ lives
Figure 19: Frequency of Hispanics’ activities related to content consumption and sharing - Daily, by age and gender, March 2016
Engagement with multiple devices for content increases with HH income
Figure 20: Frequency of Hispanics’ activities related to content consumption and sharing - Daily, by household income, March 2016

Who Shares Content and Who Doesn’t

Hispanics more inclined to share
Figure 21: Attitudes toward social media sharing – Any agree, by language spoken at home and Hispanic origin, February 2015-March 2016
It’s all about engagement
Figure 22: Profile of Hispanics who share content daily, March 2016
Older Hispanics less likely to share
Figure 23: Profile of Hispanics who don’t share content daily, March 2016

Household Device Ownership

Hispanic households own a wide variety of content-oriented devices
Figure 24: Hispanic household device ownership, March 2016
Fixed devices limit flexibility among older Hispanics
Figure 25: Hispanic household device ownership, by age, March 2016
More income allows acquiring more devices
Figure 26: Hispanic household device ownership, by household income, March 2016

Share of Time Watching TV and Videos by Device

TV leads, but…
Figure 27: Watching TV and videos share of devices by time, March 2016
Older Hispanics gravitate toward TV; younger Hispanics also using smartphones
Figure 28: Watching TV and videos share of devices by time, by gender and age, March 2016
Acculturated Hispanics more hesitant to change
Figure 29: Watching TV and videos share of devices by time, by level of acculturation, March 2016
Hispanics who share content spend more time online and on mobile
Figure 30: Watching TV and videos share of devices by time, by Hispanics who share content daily versus Hispanics who don’t, March 2016

Attitudes toward Devices

Mobile devices can offer an escape
Figure 31: Hispanics’ attitudes toward devices for content consumption, March 2016
Figure 32: Hispanics’ attitudes toward devices for content consumption, by gender and age, March 2016
Some “me” time may be needed for sharing
Figure 33: Hispanics’ attitudes toward devices for content consumption, by Hispanics who share content daily versus Hispanics who don’t, March 2016

Attitudes toward Content Consumption

Hispanics are flexible in the content they consume
Acculturated Hispanics more likely to know what they want
There is also flexibility in language
Screen remorse more likely among younger Hispanics
Figure 34: Hispanics’ attitudes toward content, March 2016
Figure 35: Hispanics’ attitudes toward content, by gender and age, March 2016
Figure 36: Hispanics’ attitudes toward content, by level of acculturation, March 2016

The Relevance of Latin America

…is lower among younger Hispanics
Figure 37: Importance of Hispanic or Latin American news and sports – Any agree, by age, February 2015-March 2016
…can’t be ignored among Spanish-dominant Hispanics
Figure 38: Importance of Hispanic or Latin American news and sports – Any agree, by language spoken at home, February 2015-March 2016

The Role of the Internet

The internet is the top source of entertainment among younger Hispanics
The internet brings individuality with it
Some Hispanic moms consider it hard to control what their children watch
Hispanics pleased with internet speed
Figure 39: Hispanics’ attitudes toward content and the internet, March 2016
Figure 40: Hispanics’ attitudes toward content and the internet, by gender and age, March 2016

Perception of Social Media Sites

Hispanics have a clear image of the different social media sites
Figure 41: Hispanics’ perception of social networking sites, March 2016
Hispanics who share have a more positive image of social media sites
Figure 42: Hispanics’ perception of social networking sites, by Hispanics who share content daily indexed to all, March 2016

Hispanics’ Engagement with Ads

Fitting advertising in this dynamic
Challenges
Opportunities
Figure 43: Hispanics’ engagement with ads, March 2016
Figure 44: Hispanics’ engagement with ads – Challenges, by level of acculturation, March 2016
Figure 45: Hispanics’ engagement with ads – Opportunities, by level of acculturation, March 2016
Hispanics willing to share are more willing to listen
Figure 46: Hispanics’ engagement with ads – Opportunities, by Hispanics who share content daily versus Hispanics who don’t, March 2016

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Direct marketing creative
Terms
A note on acculturation

Appendix – Consumer

Content sharing
Figure 47: Demographic characteristics of Hispanics who share content versus Hispanics who don’t - Daily, indexed to all, March 2016

List of Table

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