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Hispanics' Content Consumption and Sharing - US - August 2016

"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."

- Juan Ruiz, Director of Hispanic Insights

This report covers the following areas:

  • Hispanics can't imagine a life without content
  • Social media engagement invites sharing
  • The internet reshaped how Hispanics spend their leisure time

This Report explains Hispanics’ attitudes and behaviors in regards to content consumption and sharing. For the purposes of this Report, Mintel has centered content consumption on video, defining it as watching live TV, watching TV on-demand or recorded on a DVR, streaming online television shows or movies (eg from Netflix, Hulu, HBO Now, etc), watching videos online (eg YouTube, etc), and watching videos on social media

Content sharing is defined as sharing videos on social media. Moreover, since sharing videos doesn’t necessarily involve a video that has been produced by the user and may also include sharing of videos watched online, Mintel has included in the definition of content sharing users who also share thoughts and opinions on social media.

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Table of contents

  1. Overview

    • 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

                                                                                                                  Companies Covered

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                                                                                                                  Hispanics' Content Consumption and Sharing - US - August 2016

                                                                                                                  £3,199.84 (Excl.Tax)