Yahoo: Hispanic Community Is More Tech-Savvy
Online U.S. Hispanics adopt media and technology at a greater rate than the rest of the population, according to research from Yahoo Telemundo and Experian Simmons Research.
Hispanics are at the top of the general market when it comes to "media meshing" and the use of key mobile phone features as they spend over half of their day with television, Internet and technology gadgets.
The study found that Hispanics identified 51 hours of total daily activities, which included 14 hours spent with technology and 13.5 hours with media. They combine TV and Internet to enhance their media experience and would prefer more online options in Spanish.
Results from the study "Conexin Cultural/Connected Culture" come from a poll of 2,600 18-55 online Hispanics who consume Spanish language media weekly, along with in-home interviews and media usage diaries from 24 Hispanic families in three major U.S. markets.
The study focused on online Hispanics who on a regular basis used some form of Spanish language media so as to identify the role the Internet and TV have in their lives.
"In Hispanic households, TV serves as a backdrop to everyday living," said Michele Madansky, vice president, global market research, Yahoo!. "Layered on top of that, Hispanics engage with online content and use both cell phones and the Internet to enhance personal connections." "
"Hispanics are heavy users of ubiquitous media and technology because they help them stay connected to what matters most to them – culture, community, friends and family – in both the U.S. and their countries of origin."
Highlights of the study include that two-thirds of respondents consumed their online content in English because of a lack of Spanish-language choices. Fifty percent go online while watching TV, and over half search for content related to their favorite shows.
"The study shows us once again that the online U.S. Hispanic community is vibrant and well ahead of the general population in many aspects," said Millie Carrasquillo, SVP, Research, Telemundo. "They are avid consumers of both TV and Internet and demand more options in Spanish language content."