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EMARKETER

US Hispanic Consumer Media Habits 2024

Above-Average Streaming and Social Media Use Offer a Direct Path for Advertisers

Report by Paola Flores-Marquez  |  Mar 19, 2024
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Executive Summary
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Table of Contents
Executive Summary
The US Hispanic population is young, diverse, and building its economic power
Hispanic consumers are one of the most digitally active groups in the US
The best way to reach Hispanic audiences is to recognize and celebrate their differences
Sources
Media Gallery
About This Report
To reach the overwhelmingly young, diverse, and growing population of Hispanic consumers in the US, advertisers must understand their media preferences.
Topics
Social Media Users
Hispanic
Media Consumption
United States
Table of Contents
Executive Summary
The US Hispanic population is young, diverse, and building its economic power
Hispanic consumers are one of the most digitally active groups in the US
The best way to reach Hispanic audiences is to recognize and celebrate their differences
Sources
Media Gallery

Growing buying power among US Hispanic consumers makes them a prime market for advertisers. This report examines Hispanic consumers’ top media habits and platforms to better understand where and how to reach this diverse population.

Key Question: What are the leading media preferences among US Hispanic consumers?

Hispanic Users Have a Higher Adoption Rate Than the Total Population on Most Leading Platforms (% of US Hispanic vs. total population, 2024)
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Key Stat: Hispanic consumers will have a higher adoption rate than the total US population on seven of the eight social media platforms we forecast in 2024.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. The US Hispanic population is young, diverse, and building its economic power
  1. Hispanic consumers are one of the most digitally active groups in the US
  2. The best way to reach Hispanic audiences is to recognize and celebrate their differences
  1. Sources
  2. Media Gallery

Charts in This Report

Hispanic Users Have a Higher Adoption Rate Than the Total Population on Most Leading Platforms (% of US Hispanic vs. total population, 2024)Leading and Emerging States with High Hispanic Buying Power
US Buying Power*, by Hispanic** Ethnicity, 2021US Hispanic Population, by Generation, 2024 (% of total Hispanic population)
Share of Time Spent With Connected TV (CTV) Among US Hispanic vs. Total Adults, by Age, Q1 2023 (% of total)Share of Time Spent With TV/Streaming Platforms Among US Hispanic Adults, July 2023 (% of total)
Top 10 US Hispanic TV Networks, by Average Audience*, Jan-Sep 2022US Teens Who Use Leading Social Media Platforms Almost Constantly, by Race/Ethnicity, Oct 2023 (% of respondents in each group)
Share of Total US Users on Select Digital Platforms, by Race/Ethnicity, 2024 (% of total)Streaming Services Radio Listeners in North America Subscribe to, by Race/Ethnicity, Feb 2023 (% of respondents in each group)

authors

Paola Flores-Marquez

Contributors

Matteo Ceurvels
Senior Analyst
David Morris
Principal Analyst
Peter Newman
Director, Forecasting
Jennifer Pearson
VP, Research
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