Table of Contents
Executive Summary
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- Hispanics’ expenditures on most CE categories have room to grow
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- Figure 1: Estimated Hispanic spending on select electronic equipment, 2014
- The issues
- Brand differentiation is hard to achieve
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- 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
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- Figure 3: Correspondence Analysis – Hispanics’ online activities, March 2015
- Multiple devices are changing the dynamic around the television
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- 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
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- Hispanics spent $12.7 billion on phones, television, computers, cameras
- Presence of children in the household drives CE ownership
Expenditures on Select Electronic Equipment
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- Hispanics’ expenditures on most CE categories have room to grow
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- Figure 5: Spending on select electronic equipment, by all consumers and Hispanic consumers, 2014
Market Perspective
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- Hispanics’ purchasing power projected to grow 687% from 1990 to 2019
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- Figure 6: Purchasing power, by race/Hispanic origin, 1990-2019
- Biculturalism and education key to closing income gap
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- Figure 7: Median household income, Hispanics versus all, 2013
Market Factors
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- Improving labor market for Hispanics has a positive impact on their confidence
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- Figure 8: Hispanic unemployment, January 2007-April 2015
- Hispanic households more likely to include children
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- Figure 9: Presence of children in household, by race and Hispanic origin, 2014
Key Players – What You Need to Know
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- 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?
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- Leveraging recommendations, participating in the discussion
- Communicating simplicity
- Leveraging retailers
What’s Struggling?
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- Taking a passive approach
What’s Next?
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- Retailers still have significant influence
The Consumer – What You Need to Know
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- 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
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- With acculturation, Hispanics become more sophisticated CE owners
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- Figure 10: Hispanic household ownership of consumer electronics hardware, March 2015
- Higher household income allows higher rate of personal ownership
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- Figure 11: Hispanic personal ownership of consumer electronics hardware, March 2015
Television Ownership
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- Hispanics willing to invest in HDTVs and Smart TVs
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- Figure 12: Household ownership of televisions, Hispanic versus all, March-April 2015
- Number of televisions owned increases with acculturation
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- Figure 13: Number of televisions owned, Hispanics versus all, March-April 2015
- Less acculturated Hispanics more brand loyal in regards to televisions
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- Figure 14: Brand of television(s) owned by household, Hispanic versus all, April-December 2014
Television Behaviors and Attitudes
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- Watching TV as a family still important to Hispanics
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- Figure 15: Television watching behaviors, Hispanics versus all, March-April 2015
- Content, not language, drives Hispanic viewership
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- Figure 16: Hispanics’ television watching behaviors, March 2015
- Hispanics more likely to find advertising interesting
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- Figure 17: Attitudes toward TV and advertising – Any agree, Hispanic versus all, April-December 2014
Physical and Digital Playback
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- Hispanics driving upgrades with Blu-ray players
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- Figure 18: Household ownership of media playback devices, Hispanics versus all, March-April 2015
- Sony, Samsung, and Panasonic Blu-ray players appealing to Hispanics
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- 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
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- Figure 20: Brands of television(s) and DVD/Blu-ray(s) owned by Hispanic household, April-December 2014
Gaming Consoles
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- Gaming consoles common at Hispanic households
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- Figure 21: Gaming console ownership, Hispanic versus all, March-April 2015
- Hispanics spread their preference across the three main brands of video games systems
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- Figure 22: Brand summary of video game systems owned or played, Hispanic versus all, April-December 2014
PCs and Tablets
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- Desktop computers are yielding to laptops and tablets
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- Figure 23: Household and personal ownership of PCs, Hispanic versus all, March-April 2015
- Hispanic market for PCs is very fragmented
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- Figure 24: Brand of PC(s) owned by household, Hispanic versus all, April-December 2014
Mobile Phones
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- Hispanics over index on smartphone ownership
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- Figure 25: Personal ownership of mobile phones, Hispanic versus all, March-April 2015
- Android operating system popular among Hispanics
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- Figure 26: Brand of cellphone/smartphone owned, Hispanic versus all, April-December 2014
Other Portable Electronics Hardware
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- Having children increases the likelihood of having digital or video cameras in the household
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- 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
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- Figure 28: Brand of GPS owned, Hispanic versus all, April-December 2014
- English-dominant Hispanics more likely to read on tablets
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- Figure 29: Devices used to read an e-book in the last 12 months, Hispanics versus all, April-December 2014
Internet Usage
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- With few exceptions, Hispanics are online
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- Figure 30: Internet usage, by Hispanic origin and language spoken at home, April-December 2014
- Young Hispanics are almost universally online
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- Figure 31: Hispanics’ incidence of internet use, by age, April-December 2014
- Hispanic internet usage at public places is growing
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- Figure 32: Hispanics’ internet usage by location, trended, April 2012-December 2014
- Google Chrome rapidly reaching Internet Explorer in usage among Hispanics
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- Figure 33: Internet browsers Hispanics use to access the internet, trended, April 2012-December 2014
- Hispanics use multiple devices to access the internet
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- Figure 34: Methods used to access the internet in the last three months, Hispanic versus all, March-April 2015
Online Activities
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- Internet is instrumental for Hispanics looking to find things to do
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- 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
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- Figure 36: Correspondence Analysis – Hispanics’ online activities, March 2015
Attitudes toward Technology and Electronics
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- Hispanics hungry for computer technology and the internet
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- Figure 37: Attitudes toward technology, Hispanic versus all, April-December 2014
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note on acculturation
Appendix – The Consumer
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- Television
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- Figure 38: Hispanic household ownership of televisions – Type, trended, April 2010-December 2014
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- Figure 39: Brand of television(s) owned by Hispanic households, by language spoken at home, April-December 2014
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- Figure 40: Hispanics’ attitudes toward TV and advertising – Any agree, trended, April 2010-December 2014
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- Figure 41: Hispanics’ attitudes toward TV and advertising – Any agree, by language spoken at home, April-December 2014
- Physical and digital playback
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- Figure 42: Hispanic household ownership of DVD/Blu-ray player, trended, April 2010-December 2014
- Gaming consoles
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- Figure 43: Hispanics and video games – Owns or plays, trended, April 2010-December 2014
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- Figure 44: Brand summary of video game systems owned or played, by gender, April-December 2014
- PCs and tablets
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- Figure 45: Hispanic household ownership of PCs – Type, trended, April 2010-December 2014
- Mobile phones
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- Figure 46: Hispanic cell phone/smartphone ownership – Type, trended, April 2012-December 2014
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- Figure 47: Brand of cell phone/smartphone owned, by household income, April-December 2014
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- Figure 48: Brand of cell phone/smartphone owned, by language spoken at home, April-December 2014
- Other portable electronics
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- Figure 49: Hispanic household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
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- Figure 50: Brand of GPS Hispanics own, by age, April-December 2014
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- Figure 51: Brand of GPS Hispanics own, by language spoken at home, April-December 2014
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- 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
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- Figure 53: Hispanic internet usage, trended, April 2012-December 2014
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- Figure 54: Hardware Asians use to access the internet at home, trended, April 2012-December 2014
- Online activities
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- Figure 55: Hispanics’ online activities, March 2015
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