Hispanic consumers have endured exceptional financial volatility—mostly bad—during the pandemic. Even in normal times, this population is a moving target, with its diverse components evolving in financial strength, degrees of acculturation, and digital engagement.

Hispanic consumers on the other hand increased their time by 1 minute, to 0:48, while black consumer time was flat at 0:49 per day. The methodology of a study makes a difference in measurement of time spent.

It found 34% of total smart speaker users were using their devices more than usual because of the pandemic, with the highest increases among younger, Hispanic, and Black users. Only 5% reported using their speakers less.

Compared with Gen X, the US Hispanic population—about which marketers are quite rightly excited—is slightly smaller. In the meantime, we’re coming within sight of the day when Xers will no longer be less numerous than boomers, as mortality chips away at that older cohort. A Pew Research Center analysis of Census data says Xers will begin outnumbering boomers in 2028.