HCode-2020年拉美裔美国人网络行为调查报告（英文）-2020.4-44页_3mb

报告摘要

2020 Hispanic Digital Fact Pack Summary

Core Content Overview

The 2020 Hispanic Digital Fact Pack by H Code presents a comprehensive analysis of the digital habits, preferences, and behaviors of the U.S. Hispanic population. It emphasizes the growing influence and digital-first nature of this demographic, urging brands to adapt their advertising strategies to effectively reach and engage them.

Key Findings

U.S. Hispanic Population Growth

Hispanics make up 18.3% of the U.S. population, with 1 in 5 Americans being Hispanic.
Hispanics have accounted for 52% of U.S. population growth over the past decade.
If Hispanics were their own country, they would be the 8th largest economy in the world, with a GDP of $2.3T.
The U.S. Hispanic GDP is growing 28% faster than the national economy.

Digital Usage and Behavior

75% of Hispanics use the internet every day.
64% of Hispanics consider the internet essential for daily life.
78% of Hispanics think brands should recognize the power of the Hispanic community and target them more effectively.
63% of Hispanics prefer to watch TV on-demand or via streaming platforms.
65% of Hispanics prefer to watch TV or movies in English.
73% of Hispanic listeners stream audio content outside of Pandora, Spotify, or iHeart.
74% of Hispanic viewers stream video content on platforms outside of Netflix, Hulu, or HBO.

Preferred Platforms and Devices

93% of Hispanics own a smartphone.
71% have a smart TV.
39% have a smart speaker.
43% have a smartwatch.
53% have a streaming media player.
63% have a gaming console.

Entertainment and Time Spent

66% prefer to stream music via the internet or mobile apps.
65% prefer to watch TV on-demand or via streaming platforms.
55% prefer to watch movies they have purchased digitally or via streaming.
56% enjoy playing video games with others because it allows them to spend time with friends.
78% of Hispanics are open to influencer marketing as long as it feels authentic.
66% of Hispanics use social media to connect with friends and family.

Cultural Influence and Preferences

84% of Hispanics identify their culture as a mix of American and Hispanic.
72% believe ads that reflect their culture are more likely to connect with them.
69% think there should be more ads specifically tailored to the Hispanic community.
71% have no preference for the language of digital ads as long as it matches the surrounding content.
66% take notice of bilingual advertising campaigns.

Shifting Trends

1 in 3 Hispanics are cord-cutters.
60% of Hispanics were raised in the digital age, compared to 40% of non-Hispanics.
34% more likely to watch free TV programs online.
59% more likely to want to watch live TV on their smartphones.

Conclusion

The U.S. Hispanic market is evolving rapidly, becoming more tech-savvy, affluent, and digital-first. Brands that leverage digital channels, understand cultural nuances, and engage authentically are more likely to succeed in reaching this influential audience. As the media industry continues to shift, it is crucial to move beyond outdated practices and embrace premium digital content, social media, and connected TV as key platforms for engagement.

About H Code

H Code is the largest Hispanic digital media company in the U.S., founded in 2015. It helps brands connect with U.S. Hispanics through targetable data, exclusive inventory, and impactful campaigns. Key clients include Disney Theatrical, Toyota, General Mills, Target, Walmart, Delta Air Lines, Chase, Kaiser Permanente, Clorox, Sprint, and USPS.