Photo: Nielsen explores Hispanics' relationship with the media
A recent Nielsen report has attempted to put to rest certain myths regarding U.S. Hispanics and their “interaction with today’s media.”
Two of the myths it touches on are 1) Bilingual Hispanics don’t watch Spanish-language television and 2) Hispanics are late adopters of technology so using online and mobile campaigns is unnecessary. Nielsen add that by 2050, Hispanics are predicted to make up about 30 percent of the U.S. population, which will require marketers to have a better grasp of the Hispanic market.
Using the table below, Nielsen showed that while each generation of U.S. Hispanics becomes more acculturated, many of those who are bilingual still prefer to view television programming in the language they speak at home. Though many believe that once Hispanics learn English they are acculturated, and therefore only watch TV in English, it is actually much more of a process. And while 77 percent of U.S. Hispanics speak English well, 61 percent of them 18 and older prefer to speak Spanish in their homes, according to American Community Service estimates.
Another myth Nielsen debunked was that Hispanics don’t keep up with the latest technology, whether it be phones, or online media. In truth, Hispanics have great interest in emerging technology, with 30 million Hispanics (62 percent) having access to the internet at home. Add online access via work , school, or other public places such as libraries, and it jumps to 88 percent. Once more, add online access via mobile devices and the number increase again. And while Hispanics spend 20 less time online than non-Hispanics, they stream video twice as much, which accounts for nearly 30 percent of their online activity.
Also, Hispanics are just as likely, if not more likely to own HDTVs, and make roughly 40 percent more calls than the average non-Hispanic person. Hispanics also tend to carry a monthly smartphone bill that is 14 percent higher than non-Hispanics.
So while some may be overlooking the Hispanic market, those who haven’t been are likely aware that it has the “greatest potential for sustained growth in the U.S. today.” And with 30 percent of the U.S. population expected to be Hispanic by 2050, it would be wise to not bypass the bilingual Spanish-language television watchers and those watching it on their smartphones or streaming in online.