Hispanic Internet Users Download More Music and are Avid Mobile Surfers

The Scarborough national study reveals some interesting results on US Hispanics adoption of broadband, internet behavior and cell phone usage.
“The report draws upon data from Scarborough’s national study, Scarborough USA+, as well as individual Local Market Studies. All data is based on U.S. adults ages 18+. It also includes information about 13 markets with higher-than-average Hispanic concentrations.”

hispanics downloads internet

Important take away from this study is that Hispanics are broadband users, heavy consumers of online content and also more likely to download than the average US Internet user. We’ve previously covered the fact that online video is huge among the Hispanic internet users and looking at the graph below you can see that “Video” scores 3% higher among the Hispanic group than among the average Internet user download habits. What’s even more interesting is that “Music” scores 8% higher for Hispanics than for the average group. The only area where the Hispanic download frequency is lower is for “Podcasts” which could be due to a number of reasons (news consumption on regular news sites, few relevant podcast sources, for instance)

cell phone features used hispanics

We’ve seen that Hispanics are early adopters in many areas and looking at “Cell phone features used” it’s striking to see that Hispanic use of “Email” via their cell phone scores 2% higher than the average group and “Instant messaging” is 5% higher. “Internet usage” is also slightly higher for Hispanics. All in all, Hispanics seemed to have taken many of the online features and mobile surfing to their heart.

Source: (PDF) http://www.scarborough.com/press_releases/The%20Power%20of%20the%20Hispanic%20Consumer%20Online%20FINAL%203.19.09.pdf

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