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
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Diversity In Ads: Effect On Purchase Decisions
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.
Constantly Online Demographics
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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?
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