Are Spanish-dominant Hispanics less digitally engaged? No, says Ipsos Study

Many marketers have the  assumption that Spanish-dominant and even bilingual Hispanics are not online or at least not as much as English-dominant Hispanics or the general U.S. population. Well, a just published study by Ipsos MediaCT says that this is not the case. In fact, if anything, Spanish-dominant Hispanics are more digitally engaged than their English-dominant and general market counterparts..

Through its LMX (Longitudinal Media eXperience), Ipsos MediaCT interviewed 2,000 US Hispanic digital respondents. These are Hispanics with some online access, from any location: home, office, third party location or via mobile. For the purpose of its analysis, Ipsos MediaCT's “Digital Hispanic” sample covers Hispanics that have some internet access either at work, at home, or via smartphone, etc.

These are the most outstanding results of the Study:

  • Digital Hispanics across the language spectrum are in fact a digitally dynamic population who, much like their non-Hispanic counterparts, live in a multi-tasking, multi-screen , multi-content day.
  • Digital Hispanics extend their average 24 hour day into a 31 hour day, largely through multi-tasking with media.  In fact, Digital Hispanics are more likely than the total US online population to extend their average day by multi-tasking with media. 
  • Bilingual and Spanish Dominant Digital Hispanics actively leverage today’s digital technology, particularly Social Media, to not only communicate with their social spheres in the U.S., but to also regularly connect to their friends and families in their home countries.
  • As you move along the language usage spectrum, you see that bilinguals, but in particular Spanish Dominants are actively using social networks to extend and enhance their communication with friends and family here and in their home countries.
  • Half of Digital Hispanic video viewers utilize 2 screens for their video viewing, while nearly 10 percent utilize three screens. 

The lion share of video viewing occurs with Live Television. But Digital Hispanics utilize alternative television and video viewing channels slightly more than do those in the total US online population. Digital Hispanic’s online video share is 50% more than that of the total US Online Population.


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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