Digital Trends - Hispanics - US - May 2017


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While Hispanics have an arsenal of consumer electronics, smartphones and laptop computers are the must-haves. These devices enable Hispanics to communicate with friends and family, navigate their surroundings, and consume content. In addition to these two devices, Hispanics show higher purchase intent for most consumer electronics when compared to all US consumers. Still, with so many options to choose from and with models changing quickly, it is up to brands to help Hispanics move from intention to purchase.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
There are four types of Hispanics in regards to technology
Figure 1: Hispanics and technology attitudinal segments, January 2017
The issues
Less-affluent Hispanics stay with “core” consumer electronics
Figure 2: Hispanics’ personal ownership of technology products, by household income, January 2017
The growing popularity of laptops
Figure 3: Hispanics’ personal ownership of technology products – Select devices and 2015-2017 percent change, January 2017
Different online activities call for different devices
Figure 4: Correspondence analysis – Devices Hispanics use for online activities, January 2017
The opportunities
Hispanics aged 25-34 drive purchase intent
Figure 5: Hispanics’ attitudes toward technology, by age, January 2017
Mobile equals convenience, but also more “me” time
Figure 6: Share of internet users that access the internet through their phones more than through computers – Trended, by Hispanic origin, October 2011-November 2016
Streaming videos can help brands stand out
Figure 7: Hispanics’ online activities – Watch paid or free streaming videos, indexed to all, January 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Hispanics approach technology in four different ways
Some factors setting the stage for how Hispanics relate to technology include:

TECHNOLOGY ATTITUDINAL SEGMENTS
There are four technology attitudinal segments for Hispanics
Figure 8: Hispanics’ technology attitudinal segments, January 2017
Tech Enthusiast Hispanics (39%)
Characteristics
Opportunities
Figure 9: Profile of Tech Enthusiast Hispanics, January 2017
Hispanic Delayed Adopters (23%)
Characteristics
Opportunities
Figure 10: Profile of Hispanic Delayed Adopters, January 2017
Hispanic Red Flag Tech Users (19%)
Characteristics
Opportunities
Figure 11: Profile of Hispanic Red Flag Tech Users, January 2017
Hispanic Tech Skeptics (19%)
Characteristics
Opportunities
Figure 12: Profile of Hispanic Tech Skeptics, January 2017

MARKET FACTORS
The Hispanic market is young and bicultural
Figure 13: Population by Hispanic origin and generation share, 2017
Median household income for Hispanics significantly below national median
Figure 14: Median household income, by race and Hispanic origin of householder, 2015
Figure 15: Household income distribution, by race and Hispanic origin of householder, 2015
Improving labor market can give Hispanics confidence to look at or update technology devices
Figure 16: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-March 2017

KEY TRENDS – WHAT YOU NEED TO KNOW
Mobile continues to gain relevance
More sophisticated video games are engaging players
Spanish-dominant Hispanics still hesitant to shop online
Hispanics may value innovation in mobile and content/experience

WHAT’S HAPPENING?
The shift toward mobile continues
Figure 17: Share of internet users that access the internet through their phones more than through computers – Trended, by Hispanic origin, October 2011-November 2016
Cell phones are a “must-have”
Cell phones enhance Hispanics’ social lives
Cell phones are changing the way Hispanics communicate
Figure 18: Share of cell phone users that rely on their phones to get information they need – trended, by Hispanic origin, October 2011-November 2016
Figure 19: Share of cell phone users that rely on their phones to get connected with their social world – Trended, by Hispanic origin, October 2011-November 2016
Apple and Samsung dominate the Hispanic market
Figure 20: Brand of cell phone/smartphone owned, Hispanic vs all, October 2015-November 2016
Figure 21: Brand of cell phone/smartphone Hispanics own, by language spoken at home, October 2015-November 2016
Video games’ appeal is growing
Figure 22: Share of players who find video games more entertaining than television –trended, by Hispanic origin, October 2011- November 2016
Figure 23: Share of players who spend more time playing video games than watching television –Trended, by Hispanic origin, October 2011-November 2016
Almost half of Hispanic players have a PlayStation, but others not far behind
Figure 24: Brand summary of video game systems owned or played, Hispanic vs all, October 2015-November 2016

WHAT’S LAGGING?
Hispanics still lag for online shopping
Figure 25: Incidence of shopping online – Past three months, by Hispanic origin and language spoken at home, October 2015-November 2016
Figure 26: Share of internet users that consider the internet changed the way they shop – Trended, by Hispanic origin, October 2011-November 2016

WHAT’S NEXT?
More focus on mobile
More focus on content/experience

THE CONSUMER – WHAT YOU NEED TO KNOW
Smartphones and laptop computers take priority
Hispanics love their TVs
Younger Hispanic men may have to sell their purchase intent to others in the household
Hispanics are online
Different devices prompt different activities online

PERSONAL TECH OWNERSHIP
Hispanics own an arsenal of consumer electronics
Hispanics no longer over index for smartphones
Hispanics continue to over index for gaming devices
Figure 27: Hispanics’ personal ownership of technology products, indexed to all, January 2017
Hispanics gravitating toward laptop computers
Media players are losing appeal (and practicality)
Figure 28: Hispanics’ personal ownership of technology products – Select devices and 2015-2017 percent change, January 2017
Ownership of game consoles significant among younger Hispanics
Figure 29: Hispanics’ personal ownership of technology products, by age, January 2017
Less-affluent Hispanics prioritize devices
Figure 30: Hispanics’ personal ownership of technology products, by household income, January 2017

HOUSEHOLD TECH OWNERSHIP
Content drives Hispanics’ household ownership of devices
Figure 31: Hispanics’ household ownership of technology products, January 2017
Standalone DVD and Blu-ray players are falling out of favor
Figure 32: Hispanics’ household ownership of technology products – Select devices and 2015-2017 percent change, January 2017

TECH PURCHASE INTENT
Hispanics over index, but enthusiasm decreases with acculturation
Figure 33: Purchase intent of technology products – Next 12 months, by Hispanic origin and Hispanics’ level of acculturation, January 2017
Purchase intent driven younger Hispanic men
Figure 34: Hispanics’ purchase intent of technology products – Next 12 months, by gender and age, January 2017
Purchase intent is driven by perception of value
Figure 35: Hispanics’ attitudes toward technology, by age, January 2017

INTERNET USAGE
Hispanics close the digital divide
Figure 36: Internet usage, by Hispanic origin and language spoken at home, October 2010-November 2011 and October 2015-November 2016
Figure 37: Hispanics’ internet usage, by age, October 2015-November 2016
The value of the internet is in its ability to connect
Figure 38: Hispanics’ perceived benefits of the internet, by level of acculturation, January 2017

HARDWARE USED FOR ONLINE ACTIVITIES
Hispanics over index for using less-conventional devices to access the internet
Figure 39: Devices Hispanics used to access the internet in the past three months, indexed to all, January 2017
Hispanics aged 18-44 use the most devices to access the internet
Figure 40: Number of devices Hispanics used to access the internet in the past three months, by age, January 2017
More-affluent Hispanics can afford more devices
Figure 41: Number of devices Hispanics used to access the internet in the past three months, by household income, January 2017

ONLINE ACTIVITIES
Internet is instrumental for Hispanics looking to find things to do
Email is still in
Free streaming videos, but also paid ones
The internet may help keep Hispanics bicultural
Figure 42: Devices Hispanics use for online activities – Any device, indexed to all, January 2017
Hispanics use multiple devices to do different activities online
Free streaming videos vs paid streaming videos
Figure 43: Correspondence Analysis – Devices Hispanics use for online activities, January 2017
Figure 44: Devices Hispanics use for online activities, by devices used, January 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
A note on acculturation
Cluster methodology

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