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.
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.
Black and Hispanic users are a little more likely to use YouTube than other ethnicities, but the differences are small. Eight in 10 Black and Hispanic internet users in the US will view content on YouTube in 2020, while 78.0% of Asian users and 70.0% of White users will use YouTube. YouTube is popular among all ages and generations but to varying degrees.
Slightly greater portions of blacks (71.2%) and Hispanics (70.7%) did the same activity, with fewer white respondents (65.1%) listening at least once a month. More Hispanics listened to podcasts and on-demand audio at least once a month (38.0%) compared with any other race or ethnicity.