Page 19 - HMC 2021 HISPANIC MARKET GUIDE

5 0 5 0 5 0
Primary News Sources for Coronavirus Information
116
Cable TV News
157
Social Media
67
Regional/ Local/City TV News
83
National TV News
111
Goverment Websites
114
8%
News Aggregators (Google, Apple)
22%
Total Hispanic
Hispanic Index to Non-Hispanics
Source: Scarborough Recontact Survey
Source: Nielsen COVID-19 Impact Study, March/April 2020
83%
85%
84%
86%
-3%
51%
48%
54% 56% 51%
48%
Internet on a Computer
-2% -2% -1% -1% -2%
10% 7% 7% 6% 11%
DVD/Blu-Ray Device
-4%
11%
80%
-4%
Live+Time-Shifted TV
Radio
43%
N/A 52%
App/Web on a Smartphone
14% 14% 16% 11% 14%
-0% -1% -0% -1% 0%
Game Console
Asian American White YOY Change
Internet Connected Device
Total
47%
41%
App/Web on a Tablet
Black Hispanic
70%
65%
58%
1%
-3%
Weekly Reach Across Platforms
Q2 2020 % of Users 18+ Among U.S. Population
Radio is King
While 92% of adults listen to the radio during the average week, the Hispanic reach is higher with 96%!
89% 89%
93%
85% 86% 88% 87% 85%
1%
0%
2%
-1%
1%
Radio measurement includes Asian Americans but cannot be separated from the total audience at this time. Radio measuremtn for White is inclusive of non-Black and non-Hispanic.
Source: Nielsen Total Audience Report SEP 2020
10%
-3%
61% of Hispanics say they are watching more news, with only 20% of all Hispanics saying cable TV news is trustworthy vs 18% who say it is accurate.
Hispanics are 57% more likely to use social media as a primary source of information about the coronavirus.
10%
10%
-3%
-3%
-3%
56%
51%
3%
4%
44%
3%
3%
3%
9%
8%
7%
8%
9%
1%
-3%
0%
2%
1%
HMC 2021 HISPANIC MARKETING COUNCIL
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