Digital Trends - Hispanics - US - July 2015


#298892

N/A

Mintel

$ 3996

In Stock

Hispanics embrace the internet as it allows them to consume the content they want when they want, and stay connected with friends and family. As a result, they are equipping their households with consumer electronics (CE) staples such as laptops, tablets, and smartphones. However, as they become bicultural, Hispanics are adopting an even greater array of digital devices.

Overview

What you need to know
Definition

Executive Summary

Hispanics’ expenditures on most CE categories have room to grow
Figure 1: Estimated Hispanic spending on select electronic equipment, 2014
The issues
Brand differentiation is hard to achieve
Figure 2: CE brands with 15% or more of share among Hispanic consumers, April-December 2014
Hispanics upgrade CE products where they see value
Hispanics use multiple devices to do different activities online
Figure 3: Correspondence Analysis – Hispanics’ online activities, March 2015
Multiple devices are changing the dynamic around the television
Figure 4: Hispanics’ television watching behaviors, by age, March 2015
The opportunities
Connecting with Hispanics as they become more acculturated
Creating the need
Nurturing relationships that have already been established
Leveraging content to drive demand for devices
What it means

The Market – What You Need to Know

Hispanics spent $12.7 billion on phones, television, computers, cameras
Presence of children in the household drives CE ownership

Expenditures on Select Electronic Equipment

Hispanics’ expenditures on most CE categories have room to grow
Figure 5: Spending on select electronic equipment, by all consumers and Hispanic consumers, 2014

Market Perspective

Hispanics’ purchasing power projected to grow 687% from 1990 to 2019
Figure 6: Purchasing power, by race/Hispanic origin, 1990-2019
Biculturalism and education key to closing income gap
Figure 7: Median household income, Hispanics versus all, 2013

Market Factors

Improving labor market for Hispanics has a positive impact on their confidence
Figure 8: Hispanic unemployment, January 2007-April 2015
Hispanic households more likely to include children
Figure 9: Presence of children in household, by race and Hispanic origin, 2014

Key Players – What You Need to Know

Consumer electronics categories are very fragmented
Hispanics under index in most television brands
Falling DVD/Blu-ray players’ prices make the market more fragmented
In video gaming, different brands appeal to different segments
Dell, Hewlett-Packard, and Apple appeal
For mobile phones Samsung takes the lead among Hispanics

What’s Working?

Leveraging recommendations, participating in the discussion
Communicating simplicity
Leveraging retailers

What’s Struggling?

Taking a passive approach

What’s Next?

Retailers still have significant influence

The Consumer – What You Need to Know

Hispanics want to consume content and stay connected
Hispanics pleased with HDTVs
Younger and older Hispanics watch what they want, but differently
Blu-ray players and streaming media devices popular among bicultural and acculturated Hispanics
Youth of Hispanic households make gaming consoles a good fit
Desktop computers are yielding to laptops and tablets
Smartphones are playing an important role in the lives of Hispanics
With few exceptions, Hispanics are online

Technology Products Overview

With acculturation, Hispanics become more sophisticated CE owners
Figure 10: Hispanic household ownership of consumer electronics hardware, March 2015
Higher household income allows higher rate of personal ownership
Figure 11: Hispanic personal ownership of consumer electronics hardware, March 2015

Television Ownership

Hispanics willing to invest in HDTVs and Smart TVs
Figure 12: Household ownership of televisions, Hispanic versus all, March-April 2015
Number of televisions owned increases with acculturation
Figure 13: Number of televisions owned, Hispanics versus all, March-April 2015
Less acculturated Hispanics more brand loyal in regards to televisions
Figure 14: Brand of television(s) owned by household, Hispanic versus all, April-December 2014

Television Behaviors and Attitudes

Watching TV as a family still important to Hispanics
Figure 15: Television watching behaviors, Hispanics versus all, March-April 2015
Content, not language, drives Hispanic viewership
Figure 16: Hispanics’ television watching behaviors, March 2015
Hispanics more likely to find advertising interesting
Figure 17: Attitudes toward TV and advertising – Any agree, Hispanic versus all, April-December 2014

Physical and Digital Playback

Hispanics driving upgrades with Blu-ray players
Figure 18: Household ownership of media playback devices, Hispanics versus all, March-April 2015
Sony, Samsung, and Panasonic Blu-ray players appealing to Hispanics
Figure 19: Brand of DVD/Blu-ray player(s) owned by household, Hispanic versus all, April-December 2014
Television brands positively correlate with DVD/Blu-ray brands
Figure 20: Brands of television(s) and DVD/Blu-ray(s) owned by Hispanic household, April-December 2014

Gaming Consoles

Gaming consoles common at Hispanic households
Figure 21: Gaming console ownership, Hispanic versus all, March-April 2015
Hispanics spread their preference across the three main brands of video games systems
Figure 22: Brand summary of video game systems owned or played, Hispanic versus all, April-December 2014

PCs and Tablets

Desktop computers are yielding to laptops and tablets
Figure 23: Household and personal ownership of PCs, Hispanic versus all, March-April 2015
Hispanic market for PCs is very fragmented
Figure 24: Brand of PC(s) owned by household, Hispanic versus all, April-December 2014

Mobile Phones

Hispanics over index on smartphone ownership
Figure 25: Personal ownership of mobile phones, Hispanic versus all, March-April 2015
Android operating system popular among Hispanics
Figure 26: Brand of cellphone/smartphone owned, Hispanic versus all, April-December 2014

Other Portable Electronics Hardware

Having children increases the likelihood of having digital or video cameras in the household
Figure 27: Other portable electronics hardware ownership, Hispanic versus all, March-April 2015
Use of “other brands” among Hispanics points to challenges GPS manufacturers face
Figure 28: Brand of GPS owned, Hispanic versus all, April-December 2014
English-dominant Hispanics more likely to read on tablets
Figure 29: Devices used to read an e-book in the last 12 months, Hispanics versus all, April-December 2014

Internet Usage

With few exceptions, Hispanics are online
Figure 30: Internet usage, by Hispanic origin and language spoken at home, April-December 2014
Young Hispanics are almost universally online
Figure 31: Hispanics’ incidence of internet use, by age, April-December 2014
Hispanic internet usage at public places is growing
Figure 32: Hispanics’ internet usage by location, trended, April 2012-December 2014
Google Chrome rapidly reaching Internet Explorer in usage among Hispanics
Figure 33: Internet browsers Hispanics use to access the internet, trended, April 2012-December 2014
Hispanics use multiple devices to access the internet
Figure 34: Methods used to access the internet in the last three months, Hispanic versus all, March-April 2015

Online Activities

Internet is instrumental for Hispanics looking to find things to do
Figure 35: Online activities in past three months, Hispanic versus all, March-April 2015
Correspondence analysis
Methodology
Hispanics use multiple devices to do different activities online
Figure 36: Correspondence Analysis – Hispanics’ online activities, March 2015

Attitudes toward Technology and Electronics

Hispanics hungry for computer technology and the internet
Figure 37: Attitudes toward technology, Hispanic versus all, April-December 2014

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
A note on acculturation

Appendix – The Consumer

Television
Figure 38: Hispanic household ownership of televisions – Type, trended, April 2010-December 2014
Figure 39: Brand of television(s) owned by Hispanic households, by language spoken at home, April-December 2014
Figure 40: Hispanics’ attitudes toward TV and advertising – Any agree, trended, April 2010-December 2014
Figure 41: Hispanics’ attitudes toward TV and advertising – Any agree, by language spoken at home, April-December 2014
Physical and digital playback
Figure 42: Hispanic household ownership of DVD/Blu-ray player, trended, April 2010-December 2014
Gaming consoles
Figure 43: Hispanics and video games – Owns or plays, trended, April 2010-December 2014
Figure 44: Brand summary of video game systems owned or played, by gender, April-December 2014
PCs and tablets
Figure 45: Hispanic household ownership of PCs – Type, trended, April 2010-December 2014
Mobile phones
Figure 46: Hispanic cell phone/smartphone ownership – Type, trended, April 2012-December 2014
Figure 47: Brand of cell phone/smartphone owned, by household income, April-December 2014
Figure 48: Brand of cell phone/smartphone owned, by language spoken at home, April-December 2014
Other portable electronics
Figure 49: Hispanic household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
Figure 50: Brand of GPS Hispanics own, by age, April-December 2014
Figure 51: Brand of GPS Hispanics own, by language spoken at home, April-December 2014
Figure 52: Devices Hispanics used to read an e-book in the last 12 months, by language spoken at home, April-December 2014
Internet usage
Figure 53: Hispanic internet usage, trended, April 2012-December 2014
Figure 54: Hardware Asians use to access the internet at home, trended, April 2012-December 2014
Online activities
Figure 55: Hispanics’ online activities, March 2015