Truth is, Hispanics use media very differently
Watch less TV, listen to more radio and stay glued to their smartphones
July 20, 2016
By the editors of Media Life
This article is part of an ongoing Media Life series entitled “Catching the next big wave: Hispanic media.” You can read previous stories by clicking here
In order to reach the group you’re targeting, you need to know where to put your ads.
And if you’re trying to reach Hispanics in the same places that you reach other segments of the population, well, it’s not going to work.
It turns out Hispanics’ use media very differently than the general population, according to the latest comparable metrics report from Nielsen, which details media habits among different demographics.
During first quarter of this year, the report found, Hispanics spent much less time with traditional television and tablets but much more time on smartphones and listening to radio.
So if you’re looking to reach this group, you’ll want to adjust your planning accordingly.
The study found that while the average person watches traditional TV for 35 hours and 26 minutes per week, Hispanics watch for just 27 hours and 13 minutes, or about 23 percent less time.
There’s a big gap in tablet usage as well. The average person uses a tablet for surfing the web and accessing apps for three hours and 42 minutes per week. For Hispanics, that number is just one hour and 41 minutes, or less than half the time of the average person.
But for other media, Hispanics are much greater consumers.
They use smartphones about three hours per week more than the average person, at 14 hours and 25 minutes per week, and they listen to more radio than any other demographic, at 13 hours and 42 minutes per week.
Why Hispanics’ habits differ
What conclusions can be drawn from this information?
Keep in mind, it’s just as important to understand why these differences happen as to understand the variances between each group.
One consistent finding over the years is that Hispanics favor mobile over all other demographics, and Nielsen’s report bears this out. Hispanics are nearly twice as likely to watch streaming video or listen to streaming audio as other demos.
The reason for this is partly because for many Hispanics, mobile is their only connection to the web. It’s cheaper to have a wireless plan only rather than an in-home internet connection and a wireless plan. Since Hispanics tend to have lower income levels than the general population, many choose to use smartphones as their sole option.
Tablets are more expensive than smartphones, plus they require their own data plan if you want to use them in places without WiFi. That financial barrier largely explains their lower usage among Hispanics.
Radio consumption is higher in part because, again, it’s a cheap form of entertainment. There are also a lot more Spanish-language stations targeting Hispanics now than there were even five years ago, and it’s no surprise many people like to listen to radio in their chosen language.
As for TV, Hispanics skew very young, with a median age of 28. Younger people are much less likely to watch TV than older, and that’s across all demographics, the Nielsen report finds. The large number of Hispanic Millennials simply lowers the amount of TV the overall group is watching.
New York leads the Ellie nominations, once again
CBS’s ‘Hunted’: Little hope of sustaining its big bow
Best of the week: On the origins of fake news
In this digital age, the allure of alternative OOH
Digital radio: A primer for media planners and buyers
Weekend TV: ‘Beaches’ for a new generation
Cable overnights: Good start for ‘Six’ on History
Warriors-Cavs sets three-year high on TNT
The rundown on media coverage of the inauguration
New sitcom ‘Speechless’ tops a slow Wednesday
Puzzling out Carlos Slim’s bold U.S. ambitions
TV programming blog: All the cancellations and renewals
This week’s broadcast ratings
- Michael Lieberman becomes CSO at Kinetic Worldwide
- Ryan Haskins becomes director of media at Figliulo&Partners
- Deborah Furey becomes SVP of strategy at Wunderman Health
- Martin McDonald becomes VP of strategic sales at V Digital Services
- Bob Johns becomes chief revenue officer at Big Outdoor
- Chris Brooks rises to EVP of distribution at CW
- Salil Mehta becomes president at FoxNext
- David Perpich becomes president and GM at The Wirecutter
- Jessica Sebor and Aaron Hersh rise at Competitor Group
- Jeff Hackett joins and Mike Owen rises at AdColony
- James Frain joins CBS All Access' 'Star Trek: Discovery'
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This month’s digital traffic data: November 2016
This week’s daypart ratings
Opening for a media planner at a top OOH agency
Orlando agency looking for a media planner/buyer
Freelance media planner/buyer available
Junior media planner/buyer position in Minneapolis-St. Paul
Media sales coordinator opening in New York