Mintel, a global supplier of consumer, product and media intelligence presented the results of its exclusive consumer survey. The study shows that online US Hispanic adults are quickly surpassing other demographic groups in acquiring new online communication skills, claming to stay on top of the latest and greatest in online communication.
Thus the research found that Hispanics who use the Internet devote nearly three times as much time weekly to browsing websites on their cell phones, making up 1.1 hours against 0.4 hours for non-Hispanics. Hispanics spend nearly twice as much time online using social networking websites or chatting through the instant messaging, that is 5 hours compared to 3.5 hours for non-Hispanics.
According to the research, online Hispanics adopt new media technology, web TV, for instance, faster than non-Hispanics. It was also found out that Hispanics that use the Internet spend more time listening to Internet radio and downloading music than non-Hispanics. Finally, the survey shows that online Hispanics devote more time weekly to Internet browsing than non-Hispanics.