People of Latinx heritage are one of the fastest growing segments of the overall population of the United States. According to the Pew Research Center, over half of the nation's total population growth came from people of Hispanic/Latinx heritage. All told, 18% of the entire U.S. population now identifies as Hispanic and/or Latinx.
And this growing population also represents an increasingly enticing consumer base for brands to reach. According to eMarketer, Hispanic Americans have a combined spending power of over $1.5 trillion.
Many advertisers, however, don't have experience reaching out to and talking to this audience. To help them, InMobi conducted extensive research into the buying habits and mobile usage preferences of Latinx consumers in the U.S.
In our latest report, Understanding Latinx Consumers and Their Mobile Usage in the U.S., we dive into the data to explore how Latinx Americans shop, eat, communicate and conduct their lives online. We looked at how they use mobile and which apps they like the most. We also explored how preferences change by gender, region and age.
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5 Surprising Facts About Latinx Mobile Usage Trends and Preferences
Here’s a small sneak peek at some of the insights covered in this report:
- A third of Latinx-American consumers use their mobile devices for 2-4 hours per day.
- 58% of Latinx consumers spend two or more hours per day watching TV and movies on their phone.
- Over half of younger Latinx-Americans (between the ages of 18 and 35) use mobile for five or more hours a day.
- Almost a third of Latinx consumers speak Spanish and English equally at home, but most media is consumed only in English on mobile.
- 49% of Latinx consumers said they have noticed a video ad on their mobile device.
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How This Latinx Audiences Report Will Help Advertisers
For brands looking to reach Latinx consumers in the U.S., what are the main takeaways from this report? For one, it's important to note the diversity within this community. Consumer preferences can differ greatly based on gender, how old they are and where they live, among many other factors.
It's also critical to note that this is a mobile-first audience. Advertisers looking to reach Latinx consumers in the U.S. need to leverage in-app advertising. As the data shows, these consumers use mobile apps to watch TV and movies, order food, talk with friends and family, shop for essentials and so much more.
This data can also be enormously powerful for performance advertisers and others running user acquisition campaigns. This data provides a brief glimpse into the types of apps this segment of consumers use and the types of apps they might be most likely to adopt, along with the types of mobile ads they're most likely to engage with and view.
In the coming years, Latinx Americans will represent an even larger share of the U.S. populace. As this population grows in the U.S., it behooves advertisers to really understand what makes this audience tick and what they want to see from brands on mobile.
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About the Data Used in the Report
The data used in this report comes from a number of sources. For one, InMobi surveyed consumers in the U.S. who identify as Hispanic or Latinx (including Latino and Latina), which ran from July 1 through July 15. This survey was conducted using InMobi Pulse, InMobi's mobile market research solution.
Specifically, we surveyed over 400 people in the U.S. with an even number of male and female survey respondents, and people across all ages 18 and older took the survey.
This data was supplemented with InMobi's own first-party data sources, which includes data from our owned and operated apps, data from the thousands of apps that have a direct connection with InMobi Exchange and other first-party telco data.
Note on The Report’s Terminology
There are many terms used to describe this audience. Hispanic refers to individuals descended from Spanish-speaking countries like Spain, Mexico, Argentina, etc. Latino/a refers to individuals from Latin America, which includes places such as Brazil, Guyana and the Caribbean in addition to Spanish-speaking countries in Central and South America. Latinx is a gender-neutral way to refer to individuals of Latino/a heritage. Throughout this report, we use mostly Latinx or Latinx Americans (Americans who are also Latinx) but will occasionally use Hispanic depending on the specific segment of individuals we are talking about.
Please note that the segments of Americans we are referring to here refer only to national origin and not race or ethnicity. Latinx-Americans are a broad and highly diverse group.
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About the Author
Matthew Kaplan has over a decade of digital marketing experience, working to support the content goals of the world’s biggest B2B and B2C brands. He is a passionate app user and evangelist, working to support diverse marketing campaigns across devices.