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.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Yuyu Chen is a junior reporter 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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
November 19, 2014
1:00pm ET/10:00am PT