- Posts tagged Hispanics
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Online Mobile Use By Ethnicity [CHART]
Black Americans are consistently the second-highest US consumers of mobile data services by ethnic demographic. And, they are highly active on the Internet and on their mobile devices, watching video, networking with their social connections, and making purchases, according to [pdf] Nielsen’s latest Cross-Platform Report.
Nielsen examined the media habits of the digital black consumer in the US, a segment with significant buying power which presents key opportunities for marketers, and illustrated their activities across online, mobile, social and TV.
In some key online activities, black Americans track far higher than the average. For example, black American men are 19% more likely than the average US adult to monitor investments and stocks online, and 16% more likely to read technology news online. As a demographic, black adults are 16% more likely than the average US adult to buy children’s clothes, shoes or accessories online. Read the rest at Marketing Charts.
Demographics Of Geo- & Location-Based Services [TABLE]
Younger smartphone owners are more likely than older ones to use both location-based information services and geosocial check-in services:
80% of those age 18-29 use location-based services, compared with 75% of those age 30-49 and 64% of those age 50+.
23% of those age 18-29 use geosocial services, compared with 17% of those age 30-49 and 14% of those age 50+. Read the rest at MarketingProfs.
Video Audience, By Race [CHART]
nielsen-video-audience-time-spend-race-in-q42011-may2012.pngAmong internet video viewers, Asians spent by far the most time of any race or ethnicity watching video content in Q4 2011, according to [download page] a May 2012 Nielsen report. With a monthly average of 8 hours and 43 minutes, they easily consumed more internet video than African Americans, at 6 hours and 19 minutes, and Hispanics, at 6 hours and 10 minutes. Caucasian internet video viewers spent the least amount of time, at just under 4 hours. Looking at gender patterns, the report finds that male viewers spent on average 5 hours and 4 minutes per month watching video on the internet, almost an hour more than female viewers (4 hours and 8 minutes).
Breaking the gender data down by age groups, the report shows that male internet video viewers aged 18-49 watched the most content on a monthly basis, at an average of 6 hours and 31 minutes. Read the rest at Marketing Charts.
US Smart Phone Penetration By Race [CHART]
Black consumers became smartphone users early and in large numbers. But they no longer constitute an oversized portion of the smartphone population, as the penetration rate among white consumers has accelerated.
Black consumers’ smartphone penetration rate this year will be slightly lower than that of whites and the US population in general, eMarketer estimates, and the gap is expected to widen in the next several years. The same pattern applies to mobile internet usage, with penetration among blacks slipping below that of whites and the total US population, after having been slightly above both at the beginning of the decade. Read the rest at eMarketer.
Hispanic Advertising Spending By Media [CHART]
US advertiser spending in almost all traditional mediums targeted at Hispanic audiences (Spanish advertising mediums) grew between 2010 and 2011, reflecting the potential of this young and growing market, which is forecast to reach $1.5 trillion in buying power by 2015, according to [download page] an April 2012 report from Nielsen. Total advertising spend on Spanish advertising mediums was more than $5.7 billion in 2011. Spanish language network TV made up the greatest share of spend, at 57%, and grew 13% year-over-year. Spanish spot TV was the next-largest medium, at 20% of total spending, though advertising on this medium increased just 1% year-over-year. National magazine spending, though accounting for just 2.4% of total spend, grew the most rapidly, at 26%, while Spanish cable TV, which accounted for almost 8% of spend, increased by 21%. Local newspaper spending, the smallest medium, was the only one to see a decline in spend, of 4%. Read the rest at Marketing Charts.
Hispanics & Online Privacy [CHART]
Although Hispanics are more likely than the general population to have become members of a variety of social networks, they are less likely to want a share a host of personal information on these sites, according to [pdf] survey results released in April 2012 by uSamp. Comparing responses from a survey of its Hispanic panel to results from a general population survey it conducted in December 2011, uSamp found that the Hispanic respondents were far less likely to share information such as their name (65% vs. 87%), relationship status (43% vs. 74%), personal photos (35% vs. 56%) and political affiliation (30% vs. 54%), while also shying away from divulging their occupation (49% vs. 62%), and race or ethnicity (67% vs. 78%). Interestingly, they were more willing to share the brands they like (69%) than any other form of information identified.
According to a National Cyber Security Alliance (NCSA) and McAfee study released in November 2011, 51% of Americans are sharing less information on social media sites than they were a year ago. Read the rest at Marketing Charts.
Home Broadband User Demographics [TABLE]
By 2010, while national adoption had slowed, growth in broadband adoption among African Americans jumped well above the national average, with 22% broadband adoption growth since the previous year. 12 Even with these gains, however, minorities are still less likely than whites to have home broadband overall. And foreign-born and Spanish-dominant Latinos trail not only whites but also native and English-speaking Latinos. In our August 2011 survey, 62% of all American adults have high-speed internet access at home, including two thirds (66%) of whites and roughly half of African Americans (49%) and Hispanics (51%). Read the rest at Pew Internet & American Life.
Internet User Demographics, 2000 & 2011 [TABLE]
As of 2011, internet use remains strongly correlated with age, education, and household income, which are the strongest positive predictors of internet use among any of the demographic differences we studied. Yet while gaps in internet adoption persist, some have narrowed in the past decade—as shown in the table below. Read the rest at Pew Intenet & American Life.
Demographics Of Local News Consumers [CHART]
As a group, local news enthusiasts differ demographically from others in important ways, in their use of technology, the information that is of particular interest to them, and their local news habits. Demographically, local news enthusiasts are more likely than other adults to be female, age 65 or older, retired, and African-American. Politically, they tend to be conservative in their outlook (although they do not differ from others in party identification) and they also attend religious services more frequently than others. They do not differ from other adults in terms of household income, but are less likely to be college graduates. Read the rest at Pew Internet & American Life.
Affluent Ethnicity [CHART]
Census data reveal that 68% of American adults are non-Hispanic whites. Hispanics (14%) are the largest ethnic minority group, followed by African-Americans (12%) and Asians (5%). Among Affluents (those with a household income of at least $100,000), 77% are non-Hispanic whites, and the three major ethnic minorities are roughly equal in size, each comprising 7-9% of the Affluent population. In relative terms, Hispanics and African-Americans are underrepresented (less prevalent among Affluents than among the general population), while Asians are slightly overrepresented. Read the rest at AdAge.
