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Digital Trends - Hispanics - US - May 2019

Covered in this report

This reports tracks Hispanics’ household and personal ownership of technology devices, means of accessing the internet, activities Hispanics do online with core devices (ie smartphones, computers, and smart TVs, family dynamics regarding technology, and overall attitudes that drive digital behaviors.

This report builds on the analysis presented in Mintel’s Digital Trends (Consumer) – US, April 2019, Digital Trends (Hardware) – US, September 2018 and Digital Trends – Black Consumers – US, May 2017.

"Hispanics’ reliance on fast and stable internet services is growing as they are online and own a variety of technology devices for the household and personal use. The internet is enhancing Hispanics’ content consumption through streaming services, and it is also enabling Hispanics to connect to friends and family and their surroundings, as well, through smartphones."

- Juan Ruiz, Director of Hispanic Insights

This report will look at the following areas:

  • Hispanics are making their homes streaming ready.
  • Smartphones can encourage ownership of more discretionary devices.
  • Device teamwork.

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Table of contents

  1. Overview

    • What you need to know
      • Scope
      • Executive Summary

        • Overview
          • The market
            • Hispanics have different approaches to technology and the internet
              • Figure 1: Hispanics’ digital trends attitudinal segments, February 2019
            • The opportunities
              • The family room
                • Figure 2: Hispanic household device ownership, indexed to all, February 2019
              • The “me” time
                • Figure 3: Hispanic personal technology ownership, indexed to all, February 2019
              • The children
                • Figure 4: Hispanic parents’ attitudes toward children and technology, February 2019
              • What it means
              • The Market – What You Need to Know

                • Hispanics approach the internet and technology in different ways
                  • The value propositions of cable/satellite TV resonate among large segments of Hispanics
                    • The internet will keep Hispanics bicultural
                      • Hispanics’ youth makes them prone to embrace digital
                        • Hispanics willing to spend on technology
                        • Digital Attitudinal Segments

                          • Four segments of Hispanics approach digital differently
                              • Figure 5: Hispanics’ digital trends attitudinal segments, February 2019
                            • Content Enthusiasts (33%)
                              • Figure 6: Profile of Hispanic Content Enthusiasts, February 2019
                            • Digital Pragmatics (21%)
                              • Figure 7: Profile of Hispanic Digital Pragmatics, February 2019
                            • Digital Naivetés (26%)
                              • Figure 8: Profile of Hispanic Digital Naivetés, February 2019
                            • Digital Embracers (20%)
                              • Figure 9: Profile of Hispanic Digital Embracers, February 2019
                            • Implications of Hispanic segments
                              • Hispanic men are a key target for cable/satellite TV
                                • Figure 10: Hispanics attitudes toward cable TV, by attitudinal segments, February 2018
                              • Hispanics disagree about whether the latest smartphones are worth the cost
                                • Figure 11: Hispanics attitudes toward latest devices, by attitudinal segments, February 2018
                              • Most Hispanics recognize the benefits of technology in their lives
                                • Figure 12: Hispanics attitudes toward impact of technology in their lives, by attitudinal segments, February 2018
                              • Most Hispanics take current technology for granted
                                • Figure 13: Hispanics attitudes toward technology specifications, by attitudinal segments, February 2018
                            • Market Perspective

                              • Hispanics are online
                                • Figure 14: Hispanic internet use, by language spoken at home and household income, October 2017-November 2018
                                • Figure 15: Hispanic internet use, by language spoken at home and age, October 2017-November 2018
                              • Digital expands Hispanics’ horizons, but also helps them stay connected to the Hispanic culture
                                • Figure 16: Hispanics’ perceived benefits of the internet, by level of acculturation, January 2017
                              • Hispanics want to be reached through digital
                                • Figure 17: Relevant ad sources – Select items, by level of acculturation, February 2019
                            • Market Factors

                              • Due to their youth, Hispanics drive digital trends
                                • Figure 18: Hispanic share of total US population, by age, 2018
                              • Technology is impacting family dynamics
                                • Figure 19: Average number of people per household, by race and Hispanic origin, 2017
                                • Figure 20: Households with related children, by race and Hispanic origin of householder, 2017
                              • Hispanics willing to spend on technology
                                • Figure 21: Median household income, by race and Hispanic origin of householder, 2017
                                • Figure 22: Household income distribution by race and Hispanic origin of householder, 2017
                            • Key Players – What You Need to Know

                              • Cable/satellite TV services evolves to remain competitive
                                • Spanish-dominant Hispanics may have untapped potential for music streaming services
                                  • T-Mobile is making inroads with Hispanics
                                    • Apple’s iPhone continues to have strong brand equity among younger Hispanics
                                      • What to expect moving forward?
                                      • What’s Happening?

                                        • Cable/satellite TV services evolving to compete in a streaming world
                                          • Live streaming apps are becoming standard
                                            • Live TV streaming services not necessarily cheap
                                                • Figure 23: DirecTV Now online advertising, March 2019
                                              • Comcast launches Comcast Flex
                                                • Figure 24: Comcast, Xfinity Flex email, April 2019
                                              • Univision aiming to grow share of audio streaming market
                                                • With cell phone service providers, perception of value matters
                                                  • Figure 25: Cell/wireless phone service providers Hispanics use, indexed to all, October 2017-November 2018
                                                • Apple’s iPhone continues to have strong brand equity among younger Hispanics
                                                  • Figure 26: T-Mobile online advertising – Samsung promotions, March 2019
                                                  • Figure 27: Hispanic iPhone owners, by age and household income, indexed to all, October 2017-November 2018
                                                  • Figure 28: Hispanic Samsung smartphone owners, by age and household income, indexed to all, October 2017-November 2018
                                              • What Needs to be Handled with Care?

                                                • The roll out of 5G
                                                  • Figure 29: Hispanics’ awareness and knowledge of 5G, indexed to all, February 2019
                                              • What’s Next?

                                                • The potential Sprint-T-Mobile merger is still TBD
                                                  • Several new streaming services will further fragment the market
                                                  • The Consumer – What You Need to Know

                                                    • Hispanics lead adoption of devices that support streaming
                                                      • Smartphones can drive or hinder ownership of related devices
                                                        • Hispanics access the internet through a variety of devices
                                                          • Technology is ingrained in children’s lives
                                                          • Household Technology Ownership

                                                            • Hispanics are upgrading devices sooner than average Americans
                                                              • Figure 30: Hispanic household device ownership, indexed to all, February 2019
                                                            • Are younger Hispanics ready to cut cable/satellite?
                                                              • Figure 31: Hispanic household ownership of content related devices, by age, February 2019
                                                            • Fathers (and their kids) drive gaming console ownership
                                                              • Figure 32: Hispanic household ownership of gaming console, by age and parental status, February 2019
                                                          • Personal Technology Ownership

                                                            • The effect of the smartphone can be seen in the devices Hispanics own
                                                              • Figure 33: Hispanic personal technology ownership, indexed to all, February 2019
                                                            • Ownership by household income serves as a reminder that many of these devices are discretionary
                                                              • Figure 34: Hispanic personal technology ownership, by language spoken at home and household income, February 2019
                                                          • Devices Used to Access the Internet

                                                            • Smartphones are Hispanics’ window to the internet
                                                              • Figure 35: Methods Hispanics use to access the internet, indexed to all, February 2019
                                                            • Higher household income gives Hispanics more ways to access the internet
                                                              • Figure 36: Number of devices Hispanics use to access the internet – Repertoire analysis, by household income indexed to all, February 2019
                                                            • The internet leverages gaming consoles capabilities
                                                              • Figure 37: Incidence of Hispanics use gaming consoles to access the internet, by gender and age, February 2019
                                                          • Activities by Core Devices

                                                            • Of all devices, smartphones stand out due to their versatility
                                                              • Figure 38: Hispanics’ online activities and devices used, February 2019
                                                            • Both computers and smartphones equally useful for shopping online
                                                              • Figure 39: Hispanics’ use of computers and smartphones for shopping online, by language spoken at home and household income, February 2019
                                                            • More affluent Spanish-dominant Hispanics are fertile ground for paid streaming services
                                                              • Figure 40: Hispanics’ use of computers, smartphones and smart TVs for watching paid videos, by language spoken at home and household income, February 2019
                                                          • Technology and Children

                                                            • Technology is part of children’s lives
                                                              • Figure 41: Hispanic parents’ attitudes toward children and technology, February 2019
                                                            • Use and trust go hand in hand
                                                              • Figure 42: Hispanic parents’ attitudes toward children and technology, by age of the children, February 2019
                                                              • Figure 43: Hispanic parents’ attitudes toward children and technology, by language spoken at home, February 2019
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • A note about acculturation
                                                                    • Appendix – The Consumer

                                                                        • Figure 44: Hispanics’ plans to upgrade their current phones, indexed to all, October 2017-November 2018

                                                                    Digital Trends - Hispanics - US - May 2019

                                                                    US $4,395.00 (Excl.Tax)