NEW YORK: Hispanic consumers are more engaged with digital advertising than the US population as a whole, with millennials leading this trend, according to a new survey.

The 2014 State of the Hispanic Digital Consumer study by Terra, a digital content producer, polled more than 3,000 Americans on their engagement with advertising, the internet and digital technology.

It found that Hispanic consumers were more receptive to digital ads than non-Hispanics, particularly among younger age groups, where 28% of millennials said online ads were more meaningful when they were culturally relevant, compared to 23% of Gen X consumers and 15% of Baby Boomers.

Similarly, 28% of millennials were more likely to notice brands that advertised on sites with special programs – such as live music or sports events – than on any other type of site. This was true of only 20% of Gen X Hispanics and 14% of Baby Boomers.

Terra also observed a growing trend for Hispanic consumers to stream music-related events live: they did so twice as often as non-Hispanics, as well as overindexing on streaming free online music (54% vs 40%).

They were also more likely to research live events online (51% vs 43%) and to share on social media during these events (32% vs 19%), usually via smartphone.

Their use of mobile devices also extended to viewing online video, with 61% using tablets to watch this material, compared with 42% of the non-Hispanic community. The equivalent figures for smartphones were 46% and 30% respectively.

"The study highlights how Hispanics continue to outpace other market segments in the way they engage online, watching videos, playing music and participating in live events," said Gerardo Adame, General Manager for Terra in Hispanic countries

His director of sales colleague Emilia Pena added: "Hispanic consumer trends are changing and evolving daily, as are the ways in which marketers reach their audience."

Data sourced from PR Newswire; additional content by Warc staff