Online Hispanics in the U.S. are "media mavens," consuming and adopting media and technology at a higher rate than the general population, according to new research released by Yahoo! Telemundo and Experian Simmons Research. The study found that Hispanics lead the general market in "media meshing" and use of key mobile phone features as they spend more than half of each day engaged with television, Internet and technology gadgets. Overall, Hispanics identified 51 hours of total daily activities, including 14 hours with technology and 13.5 hours with media.
Online U.S. Hispanics regularly combine TV and Internet to enrich their media experience and would like to see more online options in Spanish.
The study, entitled "Conexión Cultural/Connected Culture," included results from a poll of more than 2,600 18-55 online Hispanics that consume some Spanish language media weekly, combined with extensive in-home interviews and media usage diaries from 24 Hispanic families in three major U.S. markets. Compared to other studies that address Internet use among Hispanics, this study focused on online Hispanics who regularly consume Spanish language media in order to identify the role that the Internet and TV play 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."
"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. The fact that TV viewership continues to grow among U.S. Hispanics while Internet penetration has almost doubled, combined with the high penetration of broadband access in this segment, presents a unique opportunity to offer this diverse audience more choices of meaningful and relevant content."