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HISPANICS CONTENT CONSUMPTION AND SHARING - US - FEBRUARY 2018

Published By :

Mintel

Published Date : Feb 2018

Category :

Media

No. of Pages : N/A

As the digital divide between Hispanics and the general population closes, the Hispanic population is consuming a vast array of content on a multitude of platforms. TV is still the center of Hispanic households, but online services are successfully complementing traditional media channels by filling in education and entertainment gaps in Hispanics’ media diet. Although consumption is more common than contribution, Hispanics use sharing as a way to extend their thoughts and feelings into the digital world.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Hispanics are spending less on services
Figure 1: Average potential cost vs current cost of video services in the home, all and Hispanic population, December 2017
Fragmented landscape difficult to track
Figure 2: Video sites used by Hispanics, indexed to all, December 2017
Consumption easier than contribution
Figure 3: Hispanics’ online activities, December 2017
The opportunities
Online services complementing TV
Figure 4: Hispanics’ content consumption, December 2017
Device ownership high
Figure 5: Hispanics’ personal and household tech ownership, indexed to all, January 2017
Young population driving change
Figure 6: Population by Hispanic origin and generation share, 2018
Sharing brings joy
Figure 7: Hispanics’ attitudes toward sharing identity, December 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Access to anything, anywhere
Demographics dictate how content is consumed
MARKET PERSPECTIVE
Most Hispanics are online
Figure 8: Hispanic online access, July 2016-August 2017
Social media usage prominent among Hispanics
Figure 9: Hispanics’ social media usage, indexed to all, December 2017
Hispanics can be an engaged audience
Figure 10: Hispanic attitudes toward advertising, indexed to all, July 2016-August 2017
Hispanics embrace digital music streaming services
Figure 11: Hispanic use of digital music services, indexed to all, July 2016-August 2017
Cable consumption highlights preferences
Figure 12: Top 10 cable networks watched in last seven days, by Hispanic origin, July 2016-August 2017
Device ownership drives consumption habits
Figure 13: Hispanics’ personal and household tech ownership, indexed to all, January 2017
Consuming on mobile devices
Figure 14: Types of content-related apps used by Hispanics, indexed to all, July 2016-August 2017
MARKET FACTORS
Majority of Hispanics are bilingual
Figure 15: Languages Hispanics speak in the home, July 2016-August 2017
Youthful Hispanic population consumes more
Figure 16: Population by Hispanic origin and generation share, 2018
Household income may limit entertainment options
Figure 17: Median household income, by race and Hispanic origin of householder, 2015
Large households may influence content consumption
Figure 18: Average number of people per household, by race and Hispanic origin, 2017
KEY TRENDS – WHAT YOU NEED TO KNOW
Reaching Hispanics at home
Receiving relevant content
Going beyond tradition
WHAT’S HAPPENING?
YouTube fueling explosion of Hispanic content
Media empowering Hispanic communities
Bringing international programming to Americans
WHAT’S STRUGGLING?
Internet access speeds could become an issue
Not as much trust
WHAT’S NEXT?
Partnerships to expand multicultural potential
The importance of the Smart TV
Virtual reality options on the horizon
THE CONSUMER – WHAT YOU NEED TO KNOW
TV and online complement each other
Streaming services, social media capture Hispanics
Hispanics happy with what they have
Contribution more difficult than consumption
Live TV preferred
Language does not equal relevance
No need to fix what isn’t broken
When Hispanics share, they love it
CONTENT CONSUMPTION AND SHARING
Key opportunity
Balancing traditional and new media
TV is the center of Hispanics households…
…but online videos are also part of daily life
Figure 19: Hispanics’ content consumption and sharing – TV and online videos, December 2017
Streaming services complement traditional media
Figure 20: Hispanics’ content consumption and sharing – Streaming services, December 2017
The written word has a place in Hispanics’ media diet
Figure 21: Hispanics’ content consumption and sharing – Articles, December 2017
Sharing is less common but still important
Figure 22: Hispanics’ content consumption and sharing – Sharing, December 2017
Age influences content preferences
Figure 23: Hispanics’ content consumption and sharing, by age, December 2017
Less acculturated stick to what they know, more acculturated tend to be more open-minded
Figure 24: Hispanics’ content consumption and sharing, by level of acculturation, December 2017
VIDEO SITES USED
Key opportunity
Hispanics seek online video options
Figure 25: Video sites used by Hispanics, indexed to all, December 2017
Older Hispanics demonstrate less interest in online services
Figure 26: Video sites used by Hispanics, by age, December 2017
Unacculturated, bicultural Hispanics go where they can enjoy more
Figure 27: Video sites used by Hispanics, by level of acculturation, December 2017
COST OF VIDEO SERVICES
Key opportunity
Hispanics spending less, content with what they have
Figure 28: Average potential cost vs current cost of video services in the home, by Hispanic origin, December 2017
Younger Hispanics think there is room for more
Figure 29: Hispanics’ average potential cost vs current cost of video services in the home, by age, December 2017
ONLINE ACTIVITIES
Key opportunity
Consumption easier than creation
Figure 30: Hispanics’ online activities, December 2017
Less acculturated spreading the word
Figure 31: Hispanics’ online activities, by level of acculturation, December 2017
CONTENT CONSUMPTION BEHAVIORS
Key opportunity
Live viewing preferred
Figure 32: Hispanics’ content consumption behaviors, December 2017
Online content does not receive preferential treatment
Figure 33: Hispanics’ online video behaviors, December 2017
Young Hispanics willing to do more for what they want
Figure 34: Hispanics’ content consumption behaviors, by age, December 2017
Bicultural Hispanics want the best of both worlds
Figure 35: Hispanics’ content consumption behaviors, by level of acculturation, December 2017
CONTENT RELEVANCE
Key opportunity
Message trumps language
Figure 36: Hispanics’ attitudes toward content relevance, December 2017
Culture influences young Hispanics
Figure 37: Hispanics’ attitudes toward content relevance, by age, December 2017
Less acculturated want content they can relate to
Figure 38: Hispanics’ attitudes toward content relevance, by level of acculturation, December 2017
ATTITUDES TOWARD CONTENT CONSUMPTION
Key opportunity
Hispanics happy with content
Figure 39: Hispanics’ attitudes toward content consumption, December 2017
Young Hispanics satisfied but open to new options
Figure 40: Hispanics’ attitudes toward content consumption – Select items, by age, December 2017
Less acculturated Hispanics happy, but also open to more
Figure 41: Hispanics’ attitudes toward content consumption – Select items, by level of acculturation, December 2017
ATTITUDES TOWARD SHARING
Key opportunity
Sharing for education and entertainment equally
Figure 42: Hispanics’ attitudes toward sharing preferences, December 2017
Older, unacculturated Hispanics share to inform; younger, acculturated share to entertain
Figure 43: Hispanics’ attitudes toward sharing preferences, by age and acculturation, December 2017
Sharing brings joy, sense of identity
Figure 44: Hispanics’ attitudes toward sharing identity, December 2017
Young Hispanics enjoy sharing
Figure 45: Hispanics’ attitudes toward sharing identity, by age, December 2017
Sharing an extension of identity for less acculturated
Figure 46: Hispanics’ attitudes toward sharing identity, by level of acculturation, December 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 47: Hispanic attitudes toward advertising, all vs Hispanic population, July 2016-August 2017
Figure 48: Hispanic use of digital music services, all vs Hispanic population, July 2016-August 2017
Figure 49: Top 10 cable networks watched by Hispanics in the last seven days, by language spoken in home, July 2016-August 2017
Figure 50: Types of apps used by Hispanics, all vs Hispanic population, July 2016-August 2017

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