According to Lisa Phillips of eMarketer in a new report entitled US Hispanic Media Usage, ""Hispanic consumers under the age
of 35 are spending more time online than watching TV—and are often
doing both at the same time." Philips also points out that "Overall, Hispanics are heavy users of all digital media, embracing innovations more rapidly than non-Hispanic whites."
Phillips cites a study done by Terra and comScore that indicates that:
96% of Hispanic Internet users spend at least one hour online, compared with 91% who spend more than an hour watching TV; and
30% of respondents went online 13 or more hours a week, compared with 23% who watched the same amount of television.
However, advertisers continue to invest their dollars in more traditional media. Phillips suggests, though, that Hispanics will lead the "uptake of mobile Internet and video in the U.S." and that soon the savvy marketers will realize where they should be investing a greater portion of their budgets.
Source:
eMarketer
Comments