Good news, the digital divide is closing for Hispanics. The Pew Hispanic Center recently published an encouraging report that indicates that the digital divide is shrinking due in large part to rapid Hispanic mobile adoption and strong usage of social networking sites. For marketers, the report should be another clear indication that it is time to get serious about investing in the U.S. Hispanic digital market.
Hispanic internet, smartphone and social media usage
From the highest level, the report finds that usage of the Internet among U.S. Hispanics jumped 14 percentage points between 2009 and 2012. Today, a full 78% of U.S. Hispanics use the Internet compared to 87% of non-Hispanic whites. When it comes to smartphone and social media usage, Hispanics are actually ahead of non-Hispanic whites. Today, 49% of Hispanic adults own a smartphone vs. 46% of non-Hispanics whites. What’s more, Hispanics are more active on their mobile devices with 76% of them accessing the Internet via mobile vs. 60% of non-Hispanic whites. In terms of social media usage, 68% of Hispanics use social networking sites vs. 66% of non-Hispanic whites. READ MORE
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