Hispanics Over-Index In Mobile Video, Second-Screen Consumption

The essay below should enable Latino media clients to capture larger audiences by integrating mobile into their media plans. Philip Jay LeNoble, Ph.D.

MediaDailyNews

 

by Erik Sass, May 23, 2014, 12:07 PM

Hispanics over-index in a number of mobile media behaviors, including watching mobile video, using mobile coupons and discounts, and mobile wallets and banking. That’s according to a new study from PricewaterhouseCoopers, titled “Mi Móvil: Hispanic Consumers Embrace Mobile Technology” and based on a survey of 1,000 U.S. Hispanics and non-Hispanics, as well as focus groups and online attitude surveys.
 
One of the areas where Hispanics over-index by the largest margin is in mobile video consumption, PwC found, with 43% of U.S. Hispanics streaming mobile video and 37% downloading mobile video on a weekly basis, compared to 25% and 17% for the same behaviors, respectively, for non-Hispanics. 

According to PwC, part of the reason for the greater affinity is cost, as mobile video can substitute for cable and satellite subscriptions.
 
By the same token, U.S. Hispanics are also more likely to use mobile devices while watching TV, with 58% of Hispanics engaging in “second-screen” behaviors versus 53% of non-Hispanics. In terms of gender, the disparity was especially pronounced among males, with 59% of Hispanic males second-screening compared to just 47% of non-Hispanic males, while non-Hispanic females actually led Hispanic females slightly, by 59% to 58%.
 
U.S. Hispanics also lead the general population in using mobile coupons that are downloaded for use at a store, with 25% using mobile coupons versus 17% of non-Hispanics, while 24% of Hispanics pay for physical goods or services with credit or debit information stored on their devices, compared to 13% of non-Hispanics. In addition, 19% of U.S. Hispanics use mobile devices to get or redeem loyalty points at store checkouts in lieu of loyalty cards, versus 13% of non-Hispanics.
 
Turning to mobile banking, 65% of U.S. Hispanics said they check their bank balance, make transactions and pay bills using their mobile device at least once a week, compared to 53% of non-Hispanics. In terms of specific behaviors, Hispanics were also more likely to transfer money to another individual via their phone (10% versus 7%), store money instead of a checking account (7% versus 4%), and use in place of a paper ticket for an event (10% versus 7%).