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Thursday, August 23, 2012

Hispanic more digital-savvy than Non-Hispanics


New analysis from the Hispanic InsightCenter reaffirms other studies showing that Hispanics are outpacing Non-Hispanics in the areas of mobile and social media. The new report further reports that the are using social media and mobile technology to give and seek advice about products and services.

According to an article in MediaPost, Hispanic consumers tend to be early adopters and are more likely to own smartphones and tablets. iPad ownership specifically is up among Hispanics from 4.2% in June 2010 to 21.3% in 2012. (14.6% of Non-Hispanics report having an iPad in 2012.)


Viewing on Mobile Devices
 
% of Users
Mobile Used to ViewHispanicsNon-Hispanics
Email
48.1%
29.2%
News
26.6
17.5
Sports
15.2
10.2
Video/TV
15.5
9.6
Source: BIGinsight, August 2012

In addition Hispanics’ regular usage of social media also largely outpaces Non-Hispanics counterparts. Usage among Hispanics indexes higher across all sites tracked in the InsightCenter.

Regular Use of Social Media/Online Communities – Index (Hispanics 18+ vs. Non-Hispanics 18+)
Media Index vs. Non-Hispanics
Facebook
109
Foursquare
166
Google+
133
Hulu
144
LinkedIn
127
MySpace
155
Pinterest
109
Twitter
141
YouTube
133
Source: BIGinsight, August 2012

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