Table of Contents
Executive Summary
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- Overview
- The market
- Hispanics have different approaches to technology and the internet
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- Figure 1: Hispanics’ digital trends attitudinal segments, February 2019
- The opportunities
- The family room
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- Figure 2: Hispanic household device ownership, indexed to all, February 2019
- The “me” time
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- Figure 3: Hispanic personal technology ownership, indexed to all, February 2019
- The children
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- Figure 4: Hispanic parents’ attitudes toward children and technology, February 2019
- What it means
The Market – What You Need to Know
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- 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
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- Four segments of Hispanics approach digital differently
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- Figure 5: Hispanics’ digital trends attitudinal segments, February 2019
- Content Enthusiasts (33%)
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- Figure 6: Profile of Hispanic Content Enthusiasts, February 2019
- Digital Pragmatics (21%)
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- Figure 7: Profile of Hispanic Digital Pragmatics, February 2019
- Digital Naivetés (26%)
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- Figure 8: Profile of Hispanic Digital Naivetés, February 2019
- Digital Embracers (20%)
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- Figure 9: Profile of Hispanic Digital Embracers, February 2019
- Implications of Hispanic segments
- Hispanic men are a key target for cable/satellite TV
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- Figure 10: Hispanics attitudes toward cable TV, by attitudinal segments, February 2018
- Hispanics disagree about whether the latest smartphones are worth the cost
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- Figure 11: Hispanics attitudes toward latest devices, by attitudinal segments, February 2018
- Most Hispanics recognize the benefits of technology in their lives
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- Figure 12: Hispanics attitudes toward impact of technology in their lives, by attitudinal segments, February 2018
- Most Hispanics take current technology for granted
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- Figure 13: Hispanics attitudes toward technology specifications, by attitudinal segments, February 2018
Market Perspective
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- Hispanics are online
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- Figure 14: Hispanic internet use, by language spoken at home and household income, October 2017-November 2018
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- 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
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- Figure 16: Hispanics’ perceived benefits of the internet, by level of acculturation, January 2017
- Hispanics want to be reached through digital
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- Figure 17: Relevant ad sources – Select items, by level of acculturation, February 2019
Market Factors
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- Due to their youth, Hispanics drive digital trends
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- Figure 18: Hispanic share of total US population, by age, 2018
- Technology is impacting family dynamics
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- 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
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- 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
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- 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?
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- Cable/satellite TV services evolving to compete in a streaming world
- Live streaming apps are becoming standard
- Live TV streaming services not necessarily cheap
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- Figure 23: DirecTV Now online advertising, March 2019
- Comcast launches Comcast Flex
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- 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
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- 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
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- 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
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- 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?
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- The roll out of 5G
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- Figure 29: Hispanics’ awareness and knowledge of 5G, indexed to all, February 2019
What’s Next?
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- 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
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- 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
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- Hispanics are upgrading devices sooner than average Americans
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- Figure 30: Hispanic household device ownership, indexed to all, February 2019
- Are younger Hispanics ready to cut cable/satellite?
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- Figure 31: Hispanic household ownership of content related devices, by age, February 2019
- Fathers (and their kids) drive gaming console ownership
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- Figure 32: Hispanic household ownership of gaming console, by age and parental status, February 2019
Personal Technology Ownership
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- The effect of the smartphone can be seen in the devices Hispanics own
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- 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
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- Figure 34: Hispanic personal technology ownership, by language spoken at home and household income, February 2019
Devices Used to Access the Internet
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- Smartphones are Hispanics’ window to the internet
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- 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
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- 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
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- Figure 37: Incidence of Hispanics use gaming consoles to access the internet, by gender and age, February 2019
Activities by Core Devices
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- Of all devices, smartphones stand out due to their versatility
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- Figure 38: Hispanics’ online activities and devices used, February 2019
- Both computers and smartphones equally useful for shopping online
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- 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
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- 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
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- Technology is part of children’s lives
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- Figure 41: Hispanic parents’ attitudes toward children and technology, February 2019
- Use and trust go hand in hand
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- Figure 42: Hispanic parents’ attitudes toward children and technology, by age of the children, February 2019
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- Figure 43: Hispanic parents’ attitudes toward children and technology, by language spoken at home, February 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- A note about acculturation
Appendix – The Consumer
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- Figure 44: Hispanics’ plans to upgrade their current phones, indexed to all, October 2017-November 2018
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