Who’s streaming all that video? Hispanics.
They are 72 percent more likely than non-Hispanics
December 5, 2014
People of all ages and demographics are watching a lot more online and mobile video.
But there is one group adopting this new technology at a much faster rate.
Hispanics are driving the huge increases in digital video consumption, according to data released recently by Verizon, and they are much more likely than other demographic groups to be watching online, on tablets or smartphones.
The average Hispanic watches eight hours of online video each month, 90 minutes more than the average viewer, the study finds.
Hispanics are 72 percent more likely to stream video than non-Hispanics, and one reason is that this is a very young-skewing group.
“This significantly reflects the media patterns of the young Hispanic generation, in particular Millennials, as they are prone to lead the way in consuming much of their media online,” says Daisy Terrazas-Cole, multicultural strategist at Haworth Marketing + Media.
The median age for Hispanic Americans is 27, according to the Census Bureau, a decade younger than the median age for all Americans. And 21 percent of all Millennials are Hispanic, according to Nielsen.
Young people are more likely to adopt new technology, largely because they have grown up with it. Smartphones have been sold for eight years, and TV shows have been available online for more even longer.
That’s a significant portion of Millennials’ lives, and so they have become acclimated to using these new video options.
“These patterns are pretty much in line with Hispanics’ early adoption of mobile technology and their tendency to highly consume media across the board, in particular video content,” says Terrazas-Cole.
There is another factor in Hispanics’ large consumption of online video, too, and that is economic.
The Verizon study noted that Hispanics are also much more likely to watch mobile video, at 37 percent compared to 20 percent of non-Hispanics, reflecting the fact that some households use mobile as their primary source for the web.
“In some lower-income households, a mobile device may actually serve as a primary gateway to the internet and entertainment content when a broadband connection is not available,” says Joe Gutierrez, managing director and head of strategic planning at the agency Pinta.
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