Nielsen's The Digital Consumer 2014 report reveals that consumers are using more digital devices to stay connected today, and Hispanics are ahead of the digital curve.
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:
The Digital Consumer 2014 report is a combination of several studies conducted by Nielsen. You can request the full report here.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 23, 2014