Page 5 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
Spanish-language media each week. Of those respondents who are bilingual, some 69%
engage with Spanish-language online media every week.
• English continues to dominate content choices. Call it lack of relevant in-language
content, or a rise in English proficiency: Some 8 in 10 Hispanics say English is their preferred language when using an internet-connected device.
Among the other data GlobalWebIndex found, Hispanics are mobile-first — continuing trends seen in research conducted by Mintel and GfK some seven years ago.
In fact, smartphones are the most important device to Hispanics, with some 63% of Spanish- first Hispanics and 59% of bilingual Latinos indicating in the survey that it is “their most important internet device.”
This compares to 53% of English-first Latino respondents.
How are Hispanics leading the shift to mobile?
Hispanic daily time spent online via mobile devices is 3 hours. This compares to 1 hour, 55 minutes for non-Hispanics.
What are they doing?
The darker-shaded data reflects Hispanic respondents, versus non-Hispanic survey takers.