Page 24 - HMC 2021 HISPANIC MARKET GUIDE
P. 24

  Podcasts
Hispanics spent 18% more time listening to podcasts than the general population. As Hispanics were more likely to be essential workers, COVID-19 gave Hispanics more time to explore podcast genres. Of podcast listeners, 16% of Hispanics listen every day, over-indexing the average podcast listener by 9%.
Top Podcast Genres Among Hispanic Listeners
Social Media, Apps and the Online Experience
The Hispanic community has used social media to amplify messages to advocate for an accurate count in Census 2020, balance a challenging political dialogue of anti-immigration and border separations and DACA recipients, and the fight for racial justice. Hispanics across the country mobilized and joined Black Lives Matter protests and marches in solidarity for social justice and equity, turning to social networks where they spend more time than the total population, with 57% spending more than one hour per day and 27% spending hours or more, compared with just 48% and 20%, respectively, for the total population.
Hours Spent Social Networking in Average Day None
  0
100
 80
 60
 40
 20
  0
10gaming20device3s0ince th4e0corona5v0irus ou6tb0reak. The most-used devices among gamers are smartphones
48%
57%
News   44%
 Health & Fitness
152 18% 138 12%
104 109
 Science
Business   31%
Sports   33%
True Crime   37%
Comedy   57%
 History 16%
120 161
100
 Society & Culture 40%
Music 20%
 Hispanic Index to Non-Hispanics
Source: Scarborough Podcast Recontact Study (Listeners Only) 2019
Release 2 Total (Jul 2018–Nov 2019). Custom Nielsen study conducted
March 20–22 via an online survey, based on a weighted sample of 1000 adults 18+
100 Gaming 80
31% of all Hispanics say they have increased their
time spent playing video games online or with a
40
20
and tablets. Eight in 10 Hispanic gamers say they
0
Console & Mobile Are Top Platforms
Device Typically Used to Play Video Games
Less Than 1 Hour
1–2 Hours
  82%
81%
 Devices used for gaming in past 3 months
Source: SuperData General Game Consumer Survey
66%
104
129
120
60
100
82% of Hispanic gamers watch at least one hour per week of video gaming content on Twitch.
 26%
 27%
 28%
 14% 6%
  20%
 24%
 30%
 18%
   have used their mobile device to play video games in the past three months.
3–4 Hours
5 Hours+ 9%
Total
Source: Nielsen Scarborough USA+ Release 2, 2019
Total Gamers
Hispanics
The growth in app reach has largely been fueled
Hispanic Gamers
not by use of existing apps, but by use of new apps to bridge the social gap introduced with social distancing and lockdowns. Hispanics used apps
for connectivity, such as dating, collaboration and messaging apps at a greater rate than the total population.
 47%
 42%
 38%
 Mobile
Console Hispanic Gamers
PC Total Gamers
24
HMC 2021 HISPANIC MARKETING COUNCIL
  















   22   23   24   25   26