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Description

Description

"As the digital divide between Hispanics and the general population closes, the Hispanic population is consuming a vast array of content on a multitude of platforms. TV is still the center of Hispanic households, but online services are successfully complementing traditional media channels by filling in education and entertainment gaps in Hispanics’ media diet. Although consumption is more common than contribution, Hispanics use sharing as a way to extend their thoughts and feelings into the digital world."

- John Poelking, Leisure & Media Analyst

This report will look at the following areas:

  • Hispanics are spending less on services
  • Fragmented landscape difficult to track
  • Consumption easier than contribution

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Hispanics are spending less on services
            • Figure 1: Average potential cost vs current cost of video services in the home, all and Hispanic population, December 2017
          • Fragmented landscape difficult to track
            • Figure 2: Video sites used by Hispanics, indexed to all, December 2017
          • Consumption easier than contribution
            • Figure 3: Hispanics’ online activities, December 2017
          • The opportunities
            • Online services complementing TV
              • Figure 4: Hispanics’ content consumption, December 2017
            • Device ownership high
              • Figure 5: Hispanics’ personal and household tech ownership, indexed to all, January 2017
            • Young population driving change
              • Figure 6: Population by Hispanic origin and generation share, 2018
            • Sharing brings joy
              • Figure 7: Hispanics’ attitudes toward sharing identity, December 2017
            • What it means
            • The Market – What You Need to Know

              • Access to anything, anywhere
                • Demographics dictate how content is consumed
                • Market Perspective

                  • Most Hispanics are online
                    • Figure 8: Hispanic online access, July 2016-August 2017
                  • Social media usage prominent among Hispanics
                    • Figure 9: Hispanics’ social media usage, indexed to all, December 2017
                  • Hispanics can be an engaged audience
                    • Figure 10: Hispanic attitudes toward advertising, indexed to all, July 2016-August 2017
                  • Hispanics embrace digital music streaming services
                    • Figure 11: Hispanic use of digital music services, indexed to all, July 2016-August 2017
                  • Cable consumption highlights preferences
                    • Figure 12: Top 10 cable networks watched in last seven days, by Hispanic origin, July 2016-August 2017
                  • Device ownership drives consumption habits
                    • Figure 13: Hispanics’ personal and household tech ownership, indexed to all, January 2017
                  • Consuming on mobile devices
                    • Figure 14: Types of content-related apps used by Hispanics, indexed to all, July 2016-August 2017
                • Market Factors

                  • Majority of Hispanics are bilingual
                    • Figure 15: Languages Hispanics speak in the home, July 2016-August 2017
                  • Youthful Hispanic population consumes more
                    • Figure 16: Population by Hispanic origin and generation share, 2018
                  • Household income may limit entertainment options
                    • Figure 17: Median household income, by race and Hispanic origin of householder, 2015
                  • Large households may influence content consumption
                    • Figure 18: Average number of people per household, by race and Hispanic origin, 2017
                • Key Trends – What You Need to Know

                  • Reaching Hispanics at home
                    • Receiving relevant content
                      • Going beyond tradition
                      • What’s Happening?

                        • YouTube fueling explosion of Hispanic content
                          • Media empowering Hispanic communities
                            • Bringing international programming to Americans
                            • What’s Struggling?

                              • Internet access speeds could become an issue
                                • Not as much trust
                                • What’s Next?

                                  • Partnerships to expand multicultural potential
                                    • The importance of the Smart TV
                                      • Virtual reality options on the horizon
                                      • The Consumer – What You Need to Know

                                        • TV and online complement each other
                                          • Streaming services, social media capture Hispanics
                                            • Hispanics happy with what they have
                                              • Contribution more difficult than consumption
                                                • Live TV preferred
                                                  • Language does not equal relevance
                                                    • No need to fix what isn’t broken
                                                      • When Hispanics share, they love it
                                                      • Content Consumption and Sharing

                                                        • Key opportunity
                                                          • Balancing traditional and new media
                                                            • TV is the center of Hispanics households…
                                                              • …but online videos are also part of daily life
                                                                • Figure 19: Hispanics’ content consumption and sharing – TV and online videos, December 2017
                                                              • Streaming services complement traditional media
                                                                • Figure 20: Hispanics’ content consumption and sharing – Streaming services, December 2017
                                                              • The written word has a place in Hispanics’ media diet
                                                                • Figure 21: Hispanics’ content consumption and sharing – Articles, December 2017
                                                              • Sharing is less common but still important
                                                                • Figure 22: Hispanics’ content consumption and sharing – Sharing, December 2017
                                                              • Age influences content preferences
                                                                • Figure 23: Hispanics’ content consumption and sharing, by age, December 2017
                                                              • Less acculturated stick to what they know, more acculturated tend to be more open-minded
                                                                • Figure 24: Hispanics’ content consumption and sharing, by level of acculturation, December 2017
                                                            • Video Sites Used

                                                              • Key opportunity
                                                                • Hispanics seek online video options
                                                                    • Figure 25: Video sites used by Hispanics, indexed to all, December 2017
                                                                  • Older Hispanics demonstrate less interest in online services
                                                                    • Figure 26: Video sites used by Hispanics, by age, December 2017
                                                                  • Unacculturated, bicultural Hispanics go where they can enjoy more
                                                                    • Figure 27: Video sites used by Hispanics, by level of acculturation, December 2017
                                                                • Cost of Video Services

                                                                  • Key opportunity
                                                                    • Hispanics spending less, content with what they have
                                                                      • Figure 28: Average potential cost vs current cost of video services in the home, by Hispanic origin, December 2017
                                                                    • Younger Hispanics think there is room for more
                                                                      • Figure 29: Hispanics’ average potential cost vs current cost of video services in the home, by age, December 2017
                                                                  • Online Activities

                                                                    • Key opportunity
                                                                      • Consumption easier than creation
                                                                        • Figure 30: Hispanics’ online activities, December 2017
                                                                      • Less acculturated spreading the word
                                                                        • Figure 31: Hispanics’ online activities, by level of acculturation, December 2017
                                                                    • Content Consumption Behaviors

                                                                      • Key opportunity
                                                                        • Live viewing preferred
                                                                          • Figure 32: Hispanics’ content consumption behaviors, December 2017
                                                                        • Online content does not receive preferential treatment
                                                                          • Figure 33: Hispanics’ online video behaviors, December 2017
                                                                        • Young Hispanics willing to do more for what they want
                                                                          • Figure 34: Hispanics’ content consumption behaviors, by age, December 2017
                                                                        • Bicultural Hispanics want the best of both worlds
                                                                          • Figure 35: Hispanics’ content consumption behaviors, by level of acculturation, December 2017
                                                                      • Content Relevance

                                                                        • Key opportunity
                                                                          • Message trumps language
                                                                            • Figure 36: Hispanics’ attitudes toward content relevance, December 2017
                                                                          • Culture influences young Hispanics
                                                                            • Figure 37: Hispanics’ attitudes toward content relevance, by age, December 2017
                                                                          • Less acculturated want content they can relate to
                                                                            • Figure 38: Hispanics’ attitudes toward content relevance, by level of acculturation, December 2017
                                                                        • Attitudes toward Content Consumption

                                                                          • Key opportunity
                                                                            • Hispanics happy with content
                                                                              • Figure 39: Hispanics’ attitudes toward content consumption, December 2017
                                                                            • Young Hispanics satisfied but open to new options
                                                                              • Figure 40: Hispanics’ attitudes toward content consumption – Select items, by age, December 2017
                                                                            • Less acculturated Hispanics happy, but also open to more
                                                                              • Figure 41: Hispanics’ attitudes toward content consumption – Select items, by level of acculturation, December 2017
                                                                          • Attitudes toward Sharing

                                                                            • Key opportunity
                                                                              • Sharing for education and entertainment equally
                                                                                • Figure 42: Hispanics’ attitudes toward sharing preferences, December 2017
                                                                              • Older, unacculturated Hispanics share to inform; younger, acculturated share to entertain
                                                                                • Figure 43: Hispanics’ attitudes toward sharing preferences, by age and acculturation, December 2017
                                                                              • Sharing brings joy, sense of identity
                                                                                • Figure 44: Hispanics’ attitudes toward sharing identity, December 2017
                                                                              • Young Hispanics enjoy sharing
                                                                                • Figure 45: Hispanics’ attitudes toward sharing identity, by age, December 2017
                                                                              • Sharing an extension of identity for less acculturated
                                                                                • Figure 46: Hispanics’ attitudes toward sharing identity, by level of acculturation, December 2017
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms
                                                                                      • Appendix – The Market

                                                                                          • Figure 47: Hispanic attitudes toward advertising, all vs Hispanic population, July 2016-August 2017
                                                                                          • Figure 48: Hispanic use of digital music services, all vs Hispanic population, July 2016-August 2017
                                                                                          • Figure 49: Top 10 cable networks watched by Hispanics in the last seven days, by language spoken in home, July 2016-August 2017
                                                                                          • Figure 50: Types of apps used by Hispanics, all vs Hispanic population, July 2016-August 2017

                                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                      • Market

                                                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                      • Consumer

                                                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                      • Brand/Company

                                                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                      • Data

                                                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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