New Study Finds U.S. Latinos "Ahead of the Digital Curve"


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Nielsen’s newest report on “The Digital Consumer” in the U.S. features an amalgam of new statistics tracking how the average U.S. consumer spends their time with digital devices and media. Nielsen, best known as one of the most important voices in television ratings, also tracks how audiences engage with new media on the internet — something that market researchers for companies big and small take into account to grow their businesses.
In the report released on Monday, one of Nielsen’s biggest findings is that Latinos in the U.S. are the audience of the future, compared with the general U.S. population.
Some of the things U.S. Latinos are engaging with — far more than the general audience, according to Nielsen — include using gaming consoles, watching videos on the internet, subscribing to and using a mobile video service, and owning smartphones:

“Hispanic consumers have rapidly adopted multiple-screens into their daily video viewing routines and represent 47 million traditional TV viewers in the U.S. and growing. Latinos adopt smartphones at a higher rate than any other demographic group and watch more hours of videos online and on their mobile phones than the average American.”

Latinos and the Second Screen
Hispanic consumers are using so-called “second screens” more than any other group, according to Nielsen. Second screen viewing involves using a smartphone, tablet, or computer along with traditional television watching. The report says that Hispanic consumers spend an average of more than eight hours watching online video each month, which is over an hour and half more than the U.S. average.
Latinos’ online streaming reflects the general upward trend of streaming video and using mobile digital devices — especially with younger audiences 18-24 years old — but Latinos are at the forefront.
Mobile Ownership
Nielsen also found that Latinos are leading the trend in mobile ownership. According to the report, Latinos in the U.S. are adopting smartphones “at a higher rate than any other demographic group.” Nearly three quarters (72 percent) of Latinos own smartphones, which is close to 10 percent higher than the average in the U.S.
This confirms a trend spotted by the Pew Research Center earlier in 2013, which …….
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