Netflix, Google, Uber, Instagram, Spectrum TV, and Snapchat are some of the most popular websites and apps with Hispanics. In a new report released Aug. 28, Nielsen examines the impact of digital technologies on Latinx cultural expression. Nielsen uses the term Latinx in the report to connote unspecified gender.
‘Social media remains the digital source of Comunidad’
The combination of relative youth, demand for cultural connectivity and accelerated digital fluency have positioned the Latinx community as cultural trendsetters, said Stacie de Armas, vice president, strategic initiatives and Consumer Engagement at Nielsen.
“Technology has changed the consumer experience for the Latinx community, who are making digital gains and advancements at a faster rate than the total market. This, combined with cultural behaviors, has created important differences in the way today’s Hispanics digitally communicate, inform, shop, consume content and mobilize for social justice,” de Armas said in a statement.
U.S. Hispanics spend more time on social-networking sites, with 52% of U.S. Hispanics 18+ spending one or more hours per day, compared with 38% of non-Hispanic Whites and 24% spend three or more hours per day compared with 13% of non-Hispanic Whites.
The most popular social networking websites and apps are:
‘Going online a favorite free-time activity’
The report also found the majority (92%) of U.S. Hispanic households have access to the internet, and 58% agree they would feel disconnected without it.
Given the majority of Hispanics raised in the internet age, the web is their go-to resource for just about everything with social media of particular value.
Eighty-three percent of Hispanics agree the internet is a great way to communicate with family and friends, which is part of why 55 percent of Hispanics spend five or more hours each week online, and 34% spend 10 or more hours each week online.
Sixty-four percent of U.S. Hispanics agree that going online is a favorite free-time activity, and 82% agree it has allowed them to learn things they wouldn’t have learned otherwise.
‘Fast-rising College Enrollment’
Educational advancements throughout all Hispanic demographic groups is on the rise. Using projections of statistics through 2026 from the U.S. Department of Education and National Center for Education, the report found 69% of Hispanic high school graduates enrolled directly in college 2014-2016, up from between 2003 and 2005.
With 32 percent of Hispanics under the age of 18 and approaching college enrollment years, the enrollment of Hispanic students in degree-granting institutions is expected to increase 26 percent between 2015 and 2026, compared with 1 percent for nonHispanic Whites, 20 percent for non-Hispanic Blacks and 12 percent for non-Hispanic Asians.
‘Buying power’
Increased entrepreneurship, and a rising level of educational attainment, U.S. Hispanic buying power increased from $1 trillion in 2010 and is expected to reach $1.9 trillion by 2022. The U.S. Hispanic market reached $1.5 trillion in buying power in 2017.
“Digital spaces create opportunities for brands to authentically engage Hispanic consumers,” said Lillian Rodríguez-López, co-chair of Nielsen’s Hispanic/Latinx Advisory Council, and vice president, public affairs and communications at CC1 Companies.
“Nielsen’s long-term commitment to illustrating the market potential of diverse consumers is equally a commitment to the long-term sustainability of their clients’ businesses. Leveraging digital to establish relationships with us today will have a lasting bottom-line impact for businesses well into the future.”
Highlights of Descubrimiento Digital: The Online Lives of Latinx Consumers include:
For more details and insights on the report, download Descubrimiento Digital: The Online Lives of Latinx Consumers.
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