US Hispanics 2016: Who They Are, What They're Doing on Digital and Ad Spending to Reach Them - eMarketer
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US Hispanics 2016: Who They Are, What They're Doing on Digital and Ad Spending to Reach Them

eMarketer Report

By: eMarketer

Published: June 21, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Internet penetration among US Hispanics has mostly—though not entirely—caught up with that of the general US population, but their digital activities still stand out in several ways.

  • The proportion of US Hispanics who own smartphones is similar to that of the general population, but Hispanic smartphone users spend nearly 10.5 hours per week using the internet on their devices, vs. 8.4 hours for total users.
  • US Hispanic adults are more likely than black, Asian and adults in general to access social networks via smartphone. They skew high for usage of social networks such as Instagram, Twitter and Snapchat, but are similar to the total population in their Facebook use.
  • The time US Hispanics spend viewing digital video has risen over the past year. They watch digital video at high rates, and they’re open to paying for premium content. Subscription services such as Netflix, Hulu Plus and Amazon Prime Instant Video are popular with this demographic.
  • The majority of US Hispanics buy more often digitally now than they did a year ago. Males, millennials, bilingual speakers and those with annual household incomes of $40,000 or more are fueling ecommerce sales.
  • Ad spending growth on US Hispanic media has outpaced that of total media in recent years and will likely do so for the foreseeable future. However, there’s still a large disparity between the proportion of total US ad dollars devoted to Hispanic media and the share of Hispanics in the US.

"While smartphone penetration among US Hispanics is relatively in line with that of the total user base, Hispanics spend more time on their smartphones than any other group."

Table of Contents

Looking at the US Hispanic Population

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Digital Usage

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US Hispanic Ad Spending

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21 charts are included in the full report:

US Hispanics: Who They Are, What They’re Doing on Digital and Ad Spending to Reach Them

Weekly Time Spent with Smartphone Activities Among US Hispanic vs. Total Consumers, Q4 2015 (minutes)

Looking at the US Hispanic Population

US Hispanic Population Share, by Country of Origin, 2014 (% of total)

The Often Forgotten Older Hispanics

US Total & Hispanic Population, by Age, 2016 (millions and Hispanic % of total population)

Digital Usage

US Internet User Penetration, by Race/Ethnicity, 2014-2020 (% of population in each group)

Monthly Time Spent with Select Devices/Media Among US Adults, by Race/Ethnicity, Q4 2015 (hrs:mins)

Smartphones Power Their Digital Lives

US Smartphone User Penetration, by Race/Ethnicity, 2014-2020 (% of mobile phone users in each group)

Weekly Time Spent with Media/Devices Among US Consumers, by Race/Ethnicity, Q4 2015 (hrs:mins)

Attitudes Toward Mobile Phones/Devices Among Internet Users in North America, by Race/Ethnicity, Feb 2016 (% of respondents in each group)

Mobile Fuels Their Social Habits

US Social Network User Penetration, by Race/Ethnicity, 2014-2020 (% of internet users in each group)

Social Media Platforms Used by Social Media Users in North America, by Race/Ethnicity, Feb 2016 (% of respondents in each group)

US Social Network Users, by Device and Race/Ethnicity, Q4 2015 (% of respondents in each group)

Digital Video: Who’s Watching What, and Where?

US Hispanic Internet Users Who View Video and Purchase Products Digitally, Nov 2015 (% of respondents)

Video-Streaming Platforms Used by Internet Users in North America, by Race/Ethnicity, Feb 2016 (% of respondents in each group)

Ecommerce: Picking Up the Pace

Devices Used for Purchasing Products Digitally According to US Digital Shoppers, by Race/Ethnicity, Sep 2015 (% of respondents in each group)

Top 10 Retail Sites Among US Hispanic Internet Users, Ranked by Unique Visitors, Feb 2016 (millions)

Demographic Profile of US Hispanic Internet Users Who Frequently* Purchase Products/Services Digitally, Sep 2015 (% of respondents in each group)

Digital Advertising’s Influence

US Hispanic Internet Users Who View Video and Purchase Products Digitally, Nov 2015 (% of respondents)

Shopping-Related Activities Conducted via Smartphone According to US Hispanic Smartphone Users, Nov 2015 (% of respondents)

English vs. Spanish

Media Consumption Among US Hispanics, by Language Preference, March 2015 (% of total)

Primary Attitude Toward the Use of Spanglish* in Advertising Among US Hispanic Internet Users, March 2016 (% of respondents)

US Hispanic Ad Spending

US Hispanic Ad Spending, by Media, 2013 & 2014 (millions and % change)