Hispanics Prove Active Second-Screeners

May 28, 2014

PwC-Hispanics-Second-Screening-by-Age-Gender-May2014Hispanics are more likely than non-Hispanics to use mobile devices for a variety of activities, according to [download page] a report from PricewaterhouseCoopers (PwC). Those activities include second-screening, with 58% of Hispanics surveyed claiming to always or usually use a mobile device while watching TV, compared to 53% of non-Hispanics. That tilt was generally consistent across age groups, but was most pronounced for 25-34-year-olds (72% of Hispanics versus 62% of non-Hispanics) as well as males (59% and 47%, respectively).

A recent study from the Council for Research Excellence (CRE) similarly found that among various demographic groups, Hispanics were the most likely to be the most socially engaged viewers. Some 10.5% of Hispanic viewing occasions could be deemed “socially connected viewing,” where viewers’ simultaneous social activity was directly related to the specific program they were viewing. That compared to 7.5% of participants (aged 15-54), on average.

In the PwC study, Hispanic respondents were also more likely than non-Hispanics to stream video on their mobile devices at least once a week (43% vs. 25%) and download video (37% vs. 17%) with that frequency. Data from Centris Marketing Science indicates that Hispanic households are also above-average in their use of over-the-top services.

Besides using their mobile devices for entertainment purposes, Hispanics also over-index in several other activities, including:

  • Checking bank balances, making a bank transaction or paying a bill;
  • Downloading electronic coupons which are then scanned at the store register from their phone;
  • Paying for physical goods/services in a store with a credit/debit card electronically stored on their phones;
  • Making travel reservations or purchases online; and
  • Purchasing movie/show tickets.

The Federal Reserve also recently found that Hispanics have adopted mobile banking at a higher rate than non-Hispanics.

About the Data: The PwC data is based on a spring 2014 nationwide survey (in English and Spanish) of 500 Hispanics and 500 non-Hispanics ranging in age from 18-65.

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