Hispanics Show Above-Average Propensity to Watch Video on Smartphones

June 24, 2013

This article is included in these additional categories:

Digital | Hispanic | Mobile Phone

Centris-Hispanic-Smartphone-Adoption-Video-Viewing-June2013Hispanic households are more likely the average American household to own at least a single smartphone, and they’re also more likely to be found watching video on their smartphones, per results from a recent Centris Marketing Science study. The data, collected in Q1, reveals that 71% of Hispanic households have at least one smartphone, compared to 58% of households on average. And among households with a smartphone, the proportion watching video on one in the month prior to the survey was almost 20% higher for Hispanics (62% vs. 52%).

Taken together, those results suggest that 44% of Hispanic households have watched video on a smartphone recently, versus 30% of households on average, a relative gap of almost 50%.

A recent report from Nielsen indicated that on average, Hispanic households watched 5 hours and 44 minutes per month of video on a mobile phone during Q1. That was slightly more than the population average, but lower than consumption among African-Americans and Asians.

Other Findings:

  • Roughly one-third of Hispanic households subscribe to Netflix, according to Centris, versus one-quarter of US households on average.
  • 44% of Hispanic households have no landline phone service, compared to 36% of US households, on average. Those figures hew closely to estimates released last year by the US National Health Information Survey (NHIS).
  • Broadband connection is lower among Hispanic households (61%) than the average American household (70%).

About the Data: The findings are based on the responses of 30,207 US households, including 2,057 Hispanic households, collected in the Q1 2013 Centris National Survey.

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