Understanding How Generations of U.S. Hispanics Consume [REPORT]

To better understand the attitudes and preferences for entertainment and media among the growing U.S. Hispanic population, PwC is releasing a report based on a survey of 1,000 U.S. consumers as part of its ongoing Consumer Intelligence Series (CIS). The new report entitled, “Always Connected: U.S.-based Hispanic Consumers Dominate Mobile, Entertainment, and Beyond,” updates and expands upon PwC’s 2014 report that explores technology use and consumption; media behavior with a focus on mobile, television, cinema and social media; cultural tendencies and affiliations; language preferences; and motivators and influencers.

The U.S. Hispanic population is exceptionally diverse and the report considers different variables, such as country of origin, number of generations in the U.S., sex, age and family structure. According to PwC, companies will need multiple customized strategies to appeal to the unique preferences of these different Hispanic ethnicities and generations. In short, marketing to U.S. Hispanic consumers requires a nuanced understanding of their behaviors.

PwC’s analysis uses the following criteria to define various generations of Hispanic consumers: first generation Hispanic – born outside the U.S.; second generation Hispanic – born in the U.S. with at least one parent born outside the U.S.; third generation Hispanic – born in the U.S. with both parents born in the U.S.

Here’s why tapping into the U.S. Hispanic population needs more targeted marketing strategies:

CONTENT: Reaching Hispanic consumers is less about language and more about content – but both English and Spanish serve a purpose. Language is not an either/or situation, it’s an “and.”

  • PwC found only a small percentage of Hispanic consumers – even those born outside of the U.S. watch exclusively Spanish-language content when streaming video.
  • Just 3% of first-generation Hispanic consumers surveyed said they stream videos exclusively in Spanish, and 21% said they stream in Spanish more than in English. These percentages decreased as generations increased.
  • When it comes to traditional TV, Hispanic consumers consume television content in both English and Spanish, but all generations prefer English-language TV.
  • TV consumers are also much more likely to watch Spanish-language programming that is live – 77% of consumers who typically watch TV in Spanish said they watched live TV in the past seven days.

VIDEO: The vast majority of Hispanic consumers (90%) stream video on either their smartphone or tablet, but there are differences among generations and backgrounds.

  • Streaming video usage among Hispanic consumers aligns closer with the broader non-Hispanic population the longer a family has been in the US. Third-generation Hispanic consumers stream less often than their cohorts, more closely mirroring the behavior of non-Hispanic consumers.
  • Hispanic consumers of Mexican decent are more likely to engage in streaming video content more often than those of non-Mexican descent.
  • Hispanic consumers overall lead online viewership of TV. Hispanic TV consumers are watching a significant more amount online (average of 12.49 hours a week) than non-Hispanics (9.44 hours a week).
  • When it comes to streaming video on demand (SVOD), Hispanic consumers are at the forefront as 90% of those surveyed have used at least one SVOD service.
  • First-generation Hispanic consumers are significantly more influenced by what they see on television. One in every four surveyed said they would be most influenced to purchase a product after seeing it on TV—more so than if they received a personal recommendation from a friend/family member, or saw something online, on social media or in the movies.

CINEMA: Hispanic consumers are the fast growing movie-going audience, outpacing non-Hispanic consumers with 7 movies per year versus 6.4 movies.

  • Hispanic women substantially outpace their non-Hispanic counterparts at the movies (6.8 versus 5.2) and Mexicans are more frequent moviegoers than other Hispanic ethnicities.
  • Hispanic consumers are also far more likely to see a film the weekend it opens – 30% say they see a film on opening weekend “very often” versus 24% of non-Hispanics.
  • Special effects and added extras like animation are more likely to persuade Hispanic consumers to see a new movie –83% of Hispanics said great special effects or animation would increase their desire to see a new movie in a theater versus 78% of non-Hispanics.
  • While TV advertising dominates new-movie discovery for the majority of consumers, Hispanic consumers are significantly more likely to find out about a new movie from a YouTube video ad.

SOCIAL MEDIA: Hispanic consumers are more open to engaging with brands, and social media plays an important role.

  • Younger Hispanic consumers from age 18-24 (33%) are significantly more likely than their non-Hispanic peers (21%) to tweet, like, share or follow a brand on social media in return for exclusive access to insider information about a new product launch or special appearance.
  • While Facebook is popular with Hispanics (80%) and non-Hispanics (82%) alike, Hispanic consumers use YouTube (70%) more than their non-Hispanic counterparts (61%).
  • 82% of Hispanic consumers like to engage with ads on social media versus 76% of non-Hispanics, and Hispanic consumers across the board are significantly more likely to favor brand-sponsored videos.

To download report CLICK HERE.
 


 

 

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