Nielsen’s just-released study of Hispanic media consumption shows that while Latinos spend less time with traditional media than the general U.S. population, they’re more likely to engage with media through connected devices and social platforms. This appears to benefit radio, as younger Hispanics spend more time with it than Americans overall.
According to Nielsen, Hispanics 18-34 spend an average 6 hours and 46 minutes on a weekly basis, compared to 6 hours and 7 minutes for the U.S. population. Among Hispanics 35-49, average weekly time spent with radio stands at 9 hours and 7 minutes, vs. 8 hours 35 minutes for the U.S. population.
The study shows that aside from radio, the only other media where Hispanics index higher than the U.S. population in time spent among these two demographics are social networking and a video-focused app or web on a smartphone. For live+time-shifted TV, TV-connected devices, internet or video on a computer, and regular app/web on a smartphone, Hispanics 18-49 spend less time weekly than Americans as a whole.
“Hispanic audiences are highly active in the digital space, presenting opportunities for brands to connect where Hispanics are most engaged,” Nielsen’s report says. “Streaming is the clear leader for where Hispanic audiences’ eyes are going, capturing nearly 50% of all viewership and reflecting a strong preference for flexible, on-demand programming.”
The report notes the power of the Hispanic segment, which at 65 million represents 19% of the total population, with an estimated $34 trillion in spending power and a median age of 31, according to the U.S. Census Bureau.
“While Hispanic consumers make up a powerful demographic segment within the U.S., it’s a mistake to approach this community as a monolith,” Nielsen’s report notes. “There are inherent nuances — from language preferences to finances, age and an array of cultural experiences — that inhibit a one-size-fits-all approach. Content that is representative of Latino values and perspectives are critical considerations for any creator, distributor or brand thinking about engaging with Hispanic audiences.”
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