Hispanics Are Top Digital Consumers in Social, Mobile, Video [Report]

Today, consumers are increasingly using mobile devices to access content and stay connected. Leading the trend are Hispanics, who adopt digital devices at a higher rate than any other demographic group, according to Nielsen.

The Digital Consumer 2014 report reveals that American consumers own four digital devices on average today, and the average U.S. household spends 60 hours a week consuming content across devices.

Although TV consumption still represents a large share, consumers are more likely to view videos on PCs and smartphones, according to the report. Close to 40 percent of respondents say they subscribe or use Netflix to stream videos, with 44 percent on computers and 15 percent on tablets.

Meanwhile, 84 percent of smartphone and tablet owners use their devices as second-screens when they are watching TV. The adoption of a second screen deepens consumer engagement with content on the primary screen, the report says.

In response to the rapid adoption of mobile devices, social media usage has soared as a need to stay connected. More than 60 percent of social media users say they use social media sites at least once a day via computers, while nearly half of them access the sites from their smartphones.

Nielsen also analyzes the demographics of digital consumers, revealing that Hispanics have adopted multiple screens at a higher rate than the national average. They spend 90 minutes more viewing videos on digital devices than the U.S. average. And nearly 72 percent of Latinos own smartphones, close to 10 percent higher than the average in the U.S. Additionally, 12 percent of mobile shoppers are Hispanic, and 20 percent of consumers who frequent social media via mobile apps are Hispanic as well.

There are other insights in The Digital Consumer 2014 report, including:

• Facebook remains the largest social network on both the Web and mobile.
• An average of 1 million Americans discuss TV on Twitter.
• Close to 90 percent of smartphone and tablet owners use a mobile device for shopping.
• Nearly 45 percent of young adults (25-34) use social media around the restaurant table.

The Digital Consumer 2014 report is a combination of several studies conducted by Nielsen. You can request the full report here.