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Digital Trends - Hispanics - US - July 2015

"Hispanics embrace the internet as it allows them to consume the content they want when they want, and stay connected with friends and family. As a result, they are equipping their households with consumer electronics (CE) staples such as laptops, tablets, and smartphones. However, as they become bicultural, Hispanics are adopting an even greater array of digital devices."

This report covers the following issues:

  • Brand differentiation is hard to achieve
  • Hispanics upgrade CE products where they see value
  • Hispanics use multiple devices to do different activities online
  • Multiple devices are changing the dynamic around the television

Most CE categories are fragmented and few brands stand out for ownership among Hispanics. In most categories, Hispanics represent an important growth opportunity which can materialize by clearly communicating features that Hispanics, whom are a value-oriented group, deem to be the most important. While Hispanics currently under index on spending on these categories, they may drive growth as a result of an increasing household incomes as Hispanics become more bicultural or acculturated. However, most CE categories are very fragmented, forcing brands to incorporate Hispanic and other multicultural segments in their strategies if they want to capture the buying power of increasingly more sophisticated Hispanic consumers as they expand their collection of CE products.

The fact that Hispanics tend to under index on expenditures in most CE categories should not discourage CE brands from incorporating them in their strategies; as Hispanics become more acculturated and have access to better opportunities, they represent a significant growth potential for brands that spend the time and resources to build a relationship with them.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Hispanics’ expenditures on most CE categories have room to grow
          • Figure 1: Estimated Hispanic spending on select electronic equipment, 2014
        • The issues
          • Brand differentiation is hard to achieve
            • Figure 2: CE brands with 15% or more of share among Hispanic consumers, April-December 2014
          • Hispanics upgrade CE products where they see value
            • Hispanics use multiple devices to do different activities online
              • Figure 3: Correspondence Analysis – Hispanics’ online activities, March 2015
            • Multiple devices are changing the dynamic around the television
              • Figure 4: Hispanics’ television watching behaviors, by age, March 2015
            • The opportunities
              • Connecting with Hispanics as they become more acculturated
                • Creating the need
                  • Nurturing relationships that have already been established
                    • Leveraging content to drive demand for devices
                      • What it means
                      • The Market – What You Need to Know

                        • Hispanics spent $12.7 billion on phones, television, computers, cameras
                          • Presence of children in the household drives CE ownership
                          • Expenditures on Select Electronic Equipment

                            • Hispanics’ expenditures on most CE categories have room to grow
                              • Figure 5: Spending on select electronic equipment, by all consumers and Hispanic consumers, 2014
                          • Market Perspective

                            • Hispanics’ purchasing power projected to grow 687% from 1990 to 2019
                              • Figure 6: Purchasing power, by race/Hispanic origin, 1990-2019
                            • Biculturalism and education key to closing income gap
                              • Figure 7: Median household income, Hispanics versus all, 2013
                          • Market Factors

                            • Improving labor market for Hispanics has a positive impact on their confidence
                              • Figure 8: Hispanic unemployment, January 2007-April 2015
                            • Hispanic households more likely to include children
                              • Figure 9: Presence of children in household, by race and Hispanic origin, 2014
                          • Key Players – What You Need to Know

                            • Consumer electronics categories are very fragmented
                              • Hispanics under index in most television brands
                                • Falling DVD/Blu-ray players’ prices make the market more fragmented
                                  • In video gaming, different brands appeal to different segments
                                    • Dell, Hewlett-Packard, and Apple appeal
                                      • For mobile phones Samsung takes the lead among Hispanics
                                      • What’s Working?

                                        • Leveraging recommendations, participating in the discussion
                                          • Communicating simplicity
                                            • Leveraging retailers
                                            • What’s Struggling?

                                              • Taking a passive approach
                                              • What’s Next?

                                                • Retailers still have significant influence
                                                • The Consumer – What You Need to Know

                                                  • Hispanics want to consume content and stay connected
                                                    • Hispanics pleased with HDTVs
                                                      • Younger and older Hispanics watch what they want, but differently
                                                        • Blu-ray players and streaming media devices popular among bicultural and acculturated Hispanics
                                                          • Youth of Hispanic households make gaming consoles a good fit
                                                            • Desktop computers are yielding to laptops and tablets
                                                              • Smartphones are playing an important role in the lives of Hispanics
                                                                • With few exceptions, Hispanics are online
                                                                • Technology Products Overview

                                                                  • With acculturation, Hispanics become more sophisticated CE owners
                                                                    • Figure 10: Hispanic household ownership of consumer electronics hardware, March 2015
                                                                  • Higher household income allows higher rate of personal ownership
                                                                    • Figure 11: Hispanic personal ownership of consumer electronics hardware, March 2015
                                                                • Television Ownership

                                                                  • Hispanics willing to invest in HDTVs and Smart TVs
                                                                    • Figure 12: Household ownership of televisions, Hispanic versus all, March-April 2015
                                                                  • Number of televisions owned increases with acculturation
                                                                    • Figure 13: Number of televisions owned, Hispanics versus all, March-April 2015
                                                                  • Less acculturated Hispanics more brand loyal in regards to televisions
                                                                    • Figure 14: Brand of television(s) owned by household, Hispanic versus all, April-December 2014
                                                                • Television Behaviors and Attitudes

                                                                  • Watching TV as a family still important to Hispanics
                                                                    • Figure 15: Television watching behaviors, Hispanics versus all, March-April 2015
                                                                  • Content, not language, drives Hispanic viewership
                                                                    • Figure 16: Hispanics’ television watching behaviors, March 2015
                                                                  • Hispanics more likely to find advertising interesting
                                                                    • Figure 17: Attitudes toward TV and advertising – Any agree, Hispanic versus all, April-December 2014
                                                                • Physical and Digital Playback

                                                                  • Hispanics driving upgrades with Blu-ray players
                                                                    • Figure 18: Household ownership of media playback devices, Hispanics versus all, March-April 2015
                                                                  • Sony, Samsung, and Panasonic Blu-ray players appealing to Hispanics
                                                                    • Figure 19: Brand of DVD/Blu-ray player(s) owned by household, Hispanic versus all, April-December 2014
                                                                  • Television brands positively correlate with DVD/Blu-ray brands
                                                                    • Figure 20: Brands of television(s) and DVD/Blu-ray(s) owned by Hispanic household, April-December 2014
                                                                • Gaming Consoles

                                                                  • Gaming consoles common at Hispanic households
                                                                    • Figure 21: Gaming console ownership, Hispanic versus all, March-April 2015
                                                                  • Hispanics spread their preference across the three main brands of video games systems
                                                                    • Figure 22: Brand summary of video game systems owned or played, Hispanic versus all, April-December 2014
                                                                • PCs and Tablets

                                                                  • Desktop computers are yielding to laptops and tablets
                                                                    • Figure 23: Household and personal ownership of PCs, Hispanic versus all, March-April 2015
                                                                  • Hispanic market for PCs is very fragmented
                                                                    • Figure 24: Brand of PC(s) owned by household, Hispanic versus all, April-December 2014
                                                                • Mobile Phones

                                                                  • Hispanics over index on smartphone ownership
                                                                    • Figure 25: Personal ownership of mobile phones, Hispanic versus all, March-April 2015
                                                                  • Android operating system popular among Hispanics
                                                                    • Figure 26: Brand of cellphone/smartphone owned, Hispanic versus all, April-December 2014
                                                                • Other Portable Electronics Hardware

                                                                  • Having children increases the likelihood of having digital or video cameras in the household
                                                                    • Figure 27: Other portable electronics hardware ownership, Hispanic versus all, March-April 2015
                                                                  • Use of “other brands” among Hispanics points to challenges GPS manufacturers face
                                                                    • Figure 28: Brand of GPS owned, Hispanic versus all, April-December 2014
                                                                  • English-dominant Hispanics more likely to read on tablets
                                                                    • Figure 29: Devices used to read an e-book in the last 12 months, Hispanics versus all, April-December 2014
                                                                • Internet Usage

                                                                  • With few exceptions, Hispanics are online
                                                                    • Figure 30: Internet usage, by Hispanic origin and language spoken at home, April-December 2014
                                                                  • Young Hispanics are almost universally online
                                                                    • Figure 31: Hispanics’ incidence of internet use, by age, April-December 2014
                                                                  • Hispanic internet usage at public places is growing
                                                                    • Figure 32: Hispanics’ internet usage by location, trended, April 2012-December 2014
                                                                  • Google Chrome rapidly reaching Internet Explorer in usage among Hispanics
                                                                    • Figure 33: Internet browsers Hispanics use to access the internet, trended, April 2012-December 2014
                                                                  • Hispanics use multiple devices to access the internet
                                                                    • Figure 34: Methods used to access the internet in the last three months, Hispanic versus all, March-April 2015
                                                                • Online Activities

                                                                  • Internet is instrumental for Hispanics looking to find things to do
                                                                      • Figure 35: Online activities in past three months, Hispanic versus all, March-April 2015
                                                                    • Correspondence analysis
                                                                      • Methodology
                                                                        • Hispanics use multiple devices to do different activities online
                                                                            • Figure 36: Correspondence Analysis – Hispanics’ online activities, March 2015
                                                                        • Attitudes toward Technology and Electronics

                                                                          • Hispanics hungry for computer technology and the internet
                                                                            • Figure 37: Attitudes toward technology, Hispanic versus all, April-December 2014
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Sales data
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                      • A note on acculturation
                                                                                      • Appendix – The Consumer

                                                                                        • Television
                                                                                          • Figure 38: Hispanic household ownership of televisions – Type, trended, April 2010-December 2014
                                                                                          • Figure 39: Brand of television(s) owned by Hispanic households, by language spoken at home, April-December 2014
                                                                                          • Figure 40: Hispanics’ attitudes toward TV and advertising – Any agree, trended, April 2010-December 2014
                                                                                          • Figure 41: Hispanics’ attitudes toward TV and advertising – Any agree, by language spoken at home, April-December 2014
                                                                                        • Physical and digital playback
                                                                                          • Figure 42: Hispanic household ownership of DVD/Blu-ray player, trended, April 2010-December 2014
                                                                                        • Gaming consoles
                                                                                          • Figure 43: Hispanics and video games – Owns or plays, trended, April 2010-December 2014
                                                                                          • Figure 44: Brand summary of video game systems owned or played, by gender, April-December 2014
                                                                                        • PCs and tablets
                                                                                          • Figure 45: Hispanic household ownership of PCs – Type, trended, April 2010-December 2014
                                                                                        • Mobile phones
                                                                                          • Figure 46: Hispanic cell phone/smartphone ownership – Type, trended, April 2012-December 2014
                                                                                          • Figure 47: Brand of cell phone/smartphone owned, by household income, April-December 2014
                                                                                          • Figure 48: Brand of cell phone/smartphone owned, by language spoken at home, April-December 2014
                                                                                        • Other portable electronics
                                                                                          • Figure 49: Hispanic household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
                                                                                          • Figure 50: Brand of GPS Hispanics own, by age, April-December 2014
                                                                                          • Figure 51: Brand of GPS Hispanics own, by language spoken at home, April-December 2014
                                                                                          • Figure 52: Devices Hispanics used to read an e-book in the last 12 months, by language spoken at home, April-December 2014
                                                                                        • Internet usage
                                                                                          • Figure 53: Hispanic internet usage, trended, April 2012-December 2014
                                                                                          • Figure 54: Hardware Asians use to access the internet at home, trended, April 2012-December 2014
                                                                                        • Online activities
                                                                                          • Figure 55: Hispanics’ online activities, March 2015

                                                                                      Companies Covered

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                                                                                      Digital Trends - Hispanics - US - July 2015

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