New figures from the Interactive Advertising Bureau released yesterday in its “Digital Hispanic Consumer ” report reveals that the Hispanic consumer overindexes on many digital video and mobile activities, suggesting that this segment may be an ideal one for advertisers to reach in such venues.
The Hispanic segment has been one of the fastest-growing in the United States population in recent years and that’s why marketers are paying close attention to the digital habits of this group of consumers. Ever since the 2010 Census reported that the Hispanic population accounted for more than half of the total U.S. population increase between 2000 and 2010, with a four times growth rate compared to the nation, brands have been eager to understand the Hispanic consumer, especially since the demo skews young. Nielsen has said more than 60% of the U.S. Hispanic population is under 35.
According to IAB’s report, based on data from researcher BIGInsight, the Hispanic segment is an active one in digital pursuits too, perhaps more so than the average 18+ consumer.
For instance, 47% of Hispanics watch mobile videos, with 16% saying they do so regularly. That compares to 35% of the general population 18 and older who watch mobile videos, with 11% doing so regularly. Also, 64% of Hispanics watch online video, with 25% saying they do so regularly, compared to 56% of the general population who watch online video, with 20% doing so regularly, the study said.
In addition, about 31% of Hispanics download videos, compared to 25% of general consumers. Also, 28% of the Hispanic population watches TV shows online compared with 24% of the general population. The IAB said that Hispanic consumers are more likely to subscribe to paid online video service, such as Hulu Plus and iTunes, with 55% of Hispanic consumers doing so, compared to 43% of the general population.