Latinx currently make up one-fifth (19%) of the total US population, yet this demographic often feels ignored by advertisers. But, how do advertisers reach this population of Americans? A report from Nielsen shows that streaming media is one such place.
In almost every instance, Latinx over-indexes when it comes to ownership of tech devices. In Q1 2020, 6 in 10 (62%) owned an internet-connected device, making them 29% more likely than the general population to own such a device.
Likewise, with two-thirds of Latinx owning an enabled Smart TV, they are 25% more likely than the total US population to own one.
They are also 15% more likely to own a game console, 13% more likely to own a computer and 4% more likely to own a smartphone.
With Latinx Americans over-indexing in ownership of connected devices, it’s not surprising that video streaming penetration is above-average among Hispanic households.
Nielsen reports that in 2020, some 78% of Latinx households have at least one video streaming service, compared to 74% of total US households.
Considered the network streamers are hard-pressed to do without, three-fourths (76%) of total consumers say they use Netflix on at least a monthly basis.
That percentage is even higher among Latinx, with 81% self-reporting that they use the streaming service monthly.
Another service that Latinx households are more likely to use than the general population is Disney+. Half of Latinx say they use the service on a monthly basis, compared to 42% of the total population. Nielsen attributes this to a higher number of children in Latinx households. Read the rest at Marketing Charts.
More Latinx Statistics
The population of each minority group in the US has grown by double-digits since 2010, according to new data from the Census Bureau that paints a picture of a country becoming more racially and ethnically diverse.
Of the 50% of US adults who listen to podcasts, around 1 in 6 (17%) have paid to listen to one, while a majority are open to a mix of free and paid podcast models. 18% of for-fee podcast listeners are Hispanic.
While multicultural media spending is growing, it is a small fraction of overall spend and far from proportional to the populations it is meant to target.
With an increasing number of devices such as smartphones, tablets and smart TVs that all allow individuals to access the internet, it’s no wonder that more adults are going online and with a greater frequency than ever before. Thirty-four percent of Latinx are constantly online.
A recent media outlook from PwC predicated that podcast advertising will see strong growth through the year 2023 to reach $1.4 billion. As podcasts become more of a focus for advertisers, who is the average listener?