As of October 2014, 64% of Americans owned a smartphone — but as it turns out, it is the Hispanic population that tends to be early adopters of new technology.
According to a new survey released by PricewaterhouseCoopers called “Always Connected: U.S.-based Hispanic Consumers Dominate Mobile, Entertainment, and Beyond,” Hispanics are very engaged consumers and video streamers. They also tend to prefer English-language content over Spanish-language content.
The data also showed that Hispanics in general, and particularly millennials, are more likely to use more cutting edge technology like Bluetooth and wireless headphones, virtual reality, and drones.
The survey revealed that 90% of Hispanic consumers stream videos on their smartphones or tablets, which is 10% higher than non-Hispanics. They also spend 26 hours per month watching video online or on their smartphones, which is seven hours above the U.S. average.
Much of the study substantiated data about the digital and technological consumption habits of Hispanics from previous Pew Research surveys. One slight surprise was the information that even those Hispanics who are Spanish-language dominant preferred to watch videos in English.
The survey is, however, only based on a small audience sampling. In the 1,000-person survey, only 500 of the respondents were actually interviewed. With about 55 million Hispanics living in the States, the analysis may have a wide margin of error and certainly is not representative of the entire Hispanic American population.
The authors of the study said, “U.S. Hispanics represent a growing market of media hungry, social influencers with spending power that continues to multiply.” This, of course, makes them very desirable consumers for many advertisers.