Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- There are four types of Hispanics in regards to technology
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- Figure 1: Hispanics and technology attitudinal segments, January 2017
- The issues
- Less-affluent Hispanics stay with “core” consumer electronics
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- Figure 2: Hispanics’ personal ownership of technology products, by household income, January 2017
- The growing popularity of laptops
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- Figure 3: Hispanics’ personal ownership of technology products – Select devices and 2015-2017 percent change, January 2017
- Different online activities call for different devices
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- Figure 4: Correspondence analysis – Devices Hispanics use for online activities, January 2017
- The opportunities
- Hispanics aged 25-34 drive purchase intent
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- Figure 5: Hispanics’ attitudes toward technology, by age, January 2017
- Mobile equals convenience, but also more “me” time
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- Figure 6: Share of internet users that access the internet through their phones more than through computers – Trended, by Hispanic origin, October 2011-November 2016
- Streaming videos can help brands stand out
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- Figure 7: Hispanics’ online activities – Watch paid or free streaming videos, indexed to all, January 2017
- What it means
The Market – What You Need to Know
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- Hispanics approach technology in four different ways
- Some factors setting the stage for how Hispanics relate to technology include:
Technology Attitudinal Segments
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- There are four technology attitudinal segments for Hispanics
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- Figure 8: Hispanics’ technology attitudinal segments, January 2017
- Tech Enthusiast Hispanics (39%)
- Characteristics
- Opportunities
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- Figure 9: Profile of Tech Enthusiast Hispanics, January 2017
- Hispanic Delayed Adopters (23%)
- Characteristics
- Opportunities
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- Figure 10: Profile of Hispanic Delayed Adopters, January 2017
- Hispanic Red Flag Tech Users (19%)
- Characteristics
- Opportunities
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- Figure 11: Profile of Hispanic Red Flag Tech Users, January 2017
- Hispanic Tech Skeptics (19%)
- Characteristics
- Opportunities
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- Figure 12: Profile of Hispanic Tech Skeptics, January 2017
Market Factors
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- The Hispanic market is young and bicultural
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- Figure 13: Population by Hispanic origin and generation share, 2017
- Median household income for Hispanics significantly below national median
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- Figure 14: Median household income, by race and Hispanic origin of householder, 2015
- Figure 15: Household income distribution, by race and Hispanic origin of householder, 2015
- Improving labor market can give Hispanics confidence to look at or update technology devices
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- Figure 16: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-March 2017
Key Trends – What You Need to Know
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- Mobile continues to gain relevance
- More sophisticated video games are engaging players
- Spanish-dominant Hispanics still hesitant to shop online
- Hispanics may value innovation in mobile and content/experience
What’s Happening?
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- The shift toward mobile continues
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- Figure 17: Share of internet users that access the internet through their phones more than through computers – Trended, by Hispanic origin, October 2011-November 2016
- Cell phones are a “must-have”
- Cell phones enhance Hispanics’ social lives
- Cell phones are changing the way Hispanics communicate
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- Figure 18: Share of cell phone users that rely on their phones to get information they need – trended, by Hispanic origin, October 2011-November 2016
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- Figure 19: Share of cell phone users that rely on their phones to get connected with their social world – Trended, by Hispanic origin, October 2011-November 2016
- Apple and Samsung dominate the Hispanic market
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- Figure 20: Brand of cell phone/smartphone owned, Hispanic vs all, October 2015-November 2016
- Figure 21: Brand of cell phone/smartphone Hispanics own, by language spoken at home, October 2015-November 2016
- Video games’ appeal is growing
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- Figure 22: Share of players who find video games more entertaining than television –trended, by Hispanic origin, October 2011- November 2016
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- Figure 23: Share of players who spend more time playing video games than watching television –Trended, by Hispanic origin, October 2011-November 2016
- Almost half of Hispanic players have a PlayStation, but others not far behind
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- Figure 24: Brand summary of video game systems owned or played, Hispanic vs all, October 2015-November 2016
What’s Lagging?
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- Hispanics still lag for online shopping
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- Figure 25: Incidence of shopping online – Past three months, by Hispanic origin and language spoken at home, October 2015-November 2016
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- Figure 26: Share of internet users that consider the internet changed the way they shop – Trended, by Hispanic origin, October 2011-November 2016
What’s Next?
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- More focus on mobile
- More focus on content/experience
The Consumer – What You Need to Know
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- Smartphones and laptop computers take priority
- Hispanics love their TVs
- Younger Hispanic men may have to sell their purchase intent to others in the household
- Hispanics are online
- Different devices prompt different activities online
Personal Tech Ownership
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- Hispanics own an arsenal of consumer electronics
- Hispanics no longer over index for smartphones
- Hispanics continue to over index for gaming devices
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- Figure 27: Hispanics’ personal ownership of technology products, indexed to all, January 2017
- Hispanics gravitating toward laptop computers
- Media players are losing appeal (and practicality)
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- Figure 28: Hispanics’ personal ownership of technology products – Select devices and 2015-2017 percent change, January 2017
- Ownership of game consoles significant among younger Hispanics
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- Figure 29: Hispanics’ personal ownership of technology products, by age, January 2017
- Less-affluent Hispanics prioritize devices
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- Figure 30: Hispanics’ personal ownership of technology products, by household income, January 2017
Household Tech Ownership
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- Content drives Hispanics’ household ownership of devices
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- Figure 31: Hispanics’ household ownership of technology products, January 2017
- Standalone DVD and Blu-ray players are falling out of favor
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- Figure 32: Hispanics’ household ownership of technology products – Select devices and 2015-2017 percent change, January 2017
Tech Purchase Intent
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- Hispanics over index, but enthusiasm decreases with acculturation
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- Figure 33: Purchase intent of technology products – Next 12 months, by Hispanic origin and Hispanics’ level of acculturation, January 2017
- Purchase intent driven younger Hispanic men
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- Figure 34: Hispanics’ purchase intent of technology products – Next 12 months, by gender and age, January 2017
- Purchase intent is driven by perception of value
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- Figure 35: Hispanics’ attitudes toward technology, by age, January 2017
Internet Usage
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- Hispanics close the digital divide
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- Figure 36: Internet usage, by Hispanic origin and language spoken at home, October 2010-November 2011 and October 2015-November 2016
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- Figure 37: Hispanics’ internet usage, by age, October 2015-November 2016
- The value of the internet is in its ability to connect
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- Figure 38: Hispanics’ perceived benefits of the internet, by level of acculturation, January 2017
Hardware Used for Online Activities
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- Hispanics over index for using less-conventional devices to access the internet
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- Figure 39: Devices Hispanics used to access the internet in the past three months, indexed to all, January 2017
- Hispanics aged 18-44 use the most devices to access the internet
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- Figure 40: Number of devices Hispanics used to access the internet in the past three months, by age, January 2017
- More-affluent Hispanics can afford more devices
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- Figure 41: Number of devices Hispanics used to access the internet in the past three months, by household income, January 2017
Online Activities
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- Internet is instrumental for Hispanics looking to find things to do
- Email is still in
- Free streaming videos, but also paid ones
- The internet may help keep Hispanics bicultural
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- Figure 42: Devices Hispanics use for online activities – Any device, indexed to all, January 2017
- Hispanics use multiple devices to do different activities online
- Free streaming videos vs paid streaming videos
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- Figure 43: Correspondence Analysis – Devices Hispanics use for online activities, January 2017
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- Figure 44: Devices Hispanics use for online activities, by devices used, January 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note on acculturation
- Cluster methodology
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