US Hispanics and Digital Usage: How They Differ from Non-Hispanics—and from One Another - eMarketer
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US Hispanics and Digital Usage: How They Differ from Non-Hispanics—and from One Another

eMarketer Report

By: eMarketer

Published: June 13, 2017

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

Executive Summary

In the days of the “digital divide,” Hispanics’ usage was distinguished largely by its shortfall vs. that of the general population. Now, while some differences in digital usage remain between Hispanics and non-Hispanics, the variations among Hispanics themselves seem to matter at least as much. Variations due to age and to the number of generations a family has been in the US tend to be the most striking.

  • Hispanics still lag in internet penetration, but just slightly. Even among bilingual Hispanics, much usage is conducted in Spanish. A majority of third-generation Hispanics seek more online content that speaks to them as Hispanics.
  • Hispanics were early adopters of smartphones, but the population in general has caught up. An above-average proportion of Hispanics have mobile-only internet access. As with other ethnicities, young Hispanics make more use of smartphones than their elders do.
  • Social media penetration is slightly above average among Hispanics, though Facebook penetration is a bit below average. WhatsApp has an outsized Hispanic constituency. Even among third-generation Hispanics, social usage is important for keeping connected to Hispanic culture.
  • Some survey data shows Hispanics making less use of the internet as a shopping tool than non-Hispanics do—especially among foreign-born Hispanics. Smartphones come into play when Hispanics seek bargains. Coupon usage (including digital coupons) is strong among Hispanics.
  • Evidence is mixed on whether Hispanics (especially immigrants) are more receptive to ads than non-Hispanics. One survey shows third-generation Hispanics especially influenced by TV ads. Across generational lines, Hispanics want more English-language advertising that addresses their Hispanic identity.

"Though US Hispanics no longer overindex as smartphone owners, the devices still have outsized importance for them."

Table of Contents

Getting Beyond ‘Gigante’

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Basics of Digital and Media Usage

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Gauging Hispanics’ Mobile Usage

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Social, Yes. Exceptionally Social, No

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Sifting Through Hispanics’ Attitudes as Shoppers

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Related eMarketer Report

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26 charts are included in the full report:

US Hispanics and Digital Usage: How They Differ from Non-Hispanics—and from One Another

US Hispanic vs. Non-Hispanic Consumers Who Agree Their Mobile Phone Is an Expression of Who They Are, by Age, Nov 2016 (% of Hispanic population in each group and % of non-Hispanic population)

Basics of Digital and Media Usage

US Internet User Penetration, by Race/Ethnicity, 2016-2021 (% of population)

US Hispanic Consumers' Attitudes Toward the Internet, by Age, Nov 2016 (% of Hispanic population in each group)

Watching TV and Digital Video

Weekly Time Spent with Select Media/Devices Among US Consumers, by Race/Ethnicity, Q4 2016 (hrs:mins)

Share of Weekly TV Content Viewed Digitally* According to US Hispanic TV Viewers, by Dominant Language, 2013 & 2016 (% of respondents in each group)

Digital Video Platforms Used* by Monthly Digital Video Viewers in North America, by Race/Ethnicity, Feb 2017 (% of respondents in each group)

Gauging Hispanics’ Mobile Usage

US Smartphone User Penetration, by Race/Ethnicity, 2015-2021 (% of population)

US Adults with Only Mobile Phone Service, by Race/Ethnicity, H2 2016 (% of respondents in each group)

US Adults Who Access the Internet at Home via Smartphone Only, by Race/Ethnicity, 2015 & 2016 (% of population in each group)

Internet Users in North America Who Say They Are Addicted to Their Mobile Phone, by Race/Ethnicity, Feb 2017 (% of respondents in each group)

US Hispanic vs. Non-Hispanic Consumers Who Agree Their Mobile Phone Is an Expression of Who They Are, by Age, Nov 2016 (% of Hispanic population in each group and % of non-Hispanic population)

US Hispanic Internet Users' Favorite Types of Spanish-Language* Mobile Apps, Aug 2016 (% of respondents)

Mobile Video Activities Conducted Daily by US Hispanic vs. Non-Hispanic Mobile Device Users, by Demographic, July 2016 (% of respondents in each group)

Social, Yes. Exceptionally Social, No

US Social Network User Penetration, by Race/Ethnicity, 2016-2021 (% of population)

Preferred Social Media Platforms Used by US Hispanic vs. Non-Hispanic Internet Users, July 2016 (% of respondents in each group)

Internet Users in North America Who Have a WhatsApp Profile, by Race/Ethnicity, Feb 2017 (% of respondents in each group)

Weekly Time Spent with Social Media Among US Adults, by Demographic, Q3 2016

Race/Ethnicity of US Millennial Facebook Users' Facebook Friends, by Users' Race/Ethnicity, Dec 2016 (% of respondents)

Sifting Through Hispanics’ Attitudes as Shoppers

Attitudes Toward Digital Shopping Among US Hispanic vs. Non-Hispanic Consumers, by Nativity, Nov 2016 (% of Hispanic population in each group and % of non-Hispanic population)

Channels that Encourage a Purchase According to US Teen and Young Adult Internet Users, by Race/Ethnicity, Sep 2016 (% of respondents in each group)

Coupon-Related Activities Conducted by US Hispanic vs. Total Internet Users While Planning Their Purchases, Q3 2016 (% of respondents in each group)

The Social Element

Types of Ads that US Hispanic Parent Internet Users Find Most Influential When Deciding Where to Conduct Back-to-School Shopping, Aug 2016 (% of respondents)

Frequency with Which US Internet Users Check Reviews Prior to Making a Purchase, by Race/Ethnicity, May 2017 (% of respondents)

Looking (Often Askance) at Advertising

Attitudes Toward Advertising Among US Hispanic vs. Non-Hispanic Consumers, by Nativity, Nov 2016 (% of Hispanic population in each group and % of non-Hispanic population)

Activities Conducted by US Hispanic vs. Non-Hispanic Internet Users After Seeing an Ad/Social Media Post, by Demographic, July 2016 (% of respondents in each group)

US Second- vs. Third-Generation Hispanic Internet Users' Attitudes Toward Advertising, Aug 2016 (% of respondents in each group)