In Descubrimiento Digital: The Online Lives of Latinx Consumers, the research firm noted that the majority (60%) of Latinx (a gender-neutral term sometimes used in lieu of Latino or Latina) consumers were either born or grew up in the internet age, compared to 40% of non-Hispanic Whites.
And with a median age of just 27, they also have many more years of effective buying power compared to non-Hispanic Whites whose median age is 42.
This growing demographic – Census Bureau projections suggest that 30% or more of the population under age 35 will be Hispanic by 2060 – habitually leverages digital platforms to inform all aspects of their daily lives from in touch with family and friends to consuming content and making purchase decisions.
“Today’s Latinx population is pacesetting the adoption of new technology within their friend groups,” the report said: more than half (53%) agreed that they prefer products that offer the latest in new technology; and 36% agreed they like to have a lot of gadgets, over-indexing non-Hispanic White consumers by 32%.
And younger Latinx generations have great influence on older Hispanics – those aged over 50 over-index their non-Hispanic White counterparts by 36% for agreeing they like to have a lot of electronic gadgets.
Consequently it comes as little surprise to find that Hispanics over-index for the amount of time they spend on social media; 52% spend at least one hour per day on these sites, compared with 38% of non-Hispanic Whites, while 24% spend three or more hours per day, compared with 13% of non-Hispanic Whites.
As well as spending more time on social media, Hispanics also share content five times more often than non-Hispanic Whites.
That behavior is also evident in their use of the internet more generally, as they over-index on reading online reviews before purchasing a product. Some 38% also like to share their opinions about products and services by posting reviews and ratings online (over-indexing non-Hispanic Whites by 46%).
“In the digital age, it is more important than ever to align with and build trust with Latinx community influencers,” the study noted.
Sourced from Nielsen; additional content by WARC staff