Friday, March 14, 2014

Hispanics spend less time on PCs and more time on mobile phones

A lot of advertisers have a very broad audience with secondary niche groups. It can be helpful for advertisers to keep track on how these communities of people grow and adapt in media consumption habits. For those advertisers who aggressively go after the Hispanic community, did you know that collectively Hispanics overindex for smartphone usage?

eMarketer recently reported Hispanic media consumption results from Experian Marketing Services. In general, the Hispanic and non-Hispanic spend within an hour the same amount of time with radio, magazines, and newspapers. TV was the dominant medium for both groups with Hispanics watching about 27 hours within the week and non-Hispanics watching approximately 28 hours and 11 minutes. These results came from a summer 2013 survey.

Where the research saw a difference was with time spent on PCs. Non-Hispanics spent approximately 11 hours and 50 minutes per week on a PC at work and 9 hours and 5 minutes on a PC at home. Hispanics spent considerably less time at work with 9 hours and 1 minute per week and at home with 6 hours and 26 minutes. A theory is that because the mobile usage is more for Hispanics at 8 hours and 41 minutes per week than non-Hispanics at 7 hours and 47 minutes, the Hispanic community is using mobile phones for internet access and other media.

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