41% of monthly YouTube users in the U.S. are ethnically diverse, with Hispanics comprising the largest proportion. Related Content The case for diversity in advertising What black millennials want from YouTube advertisers Related Data 43% of Hispanic millennials feel more favorably about brands that include aspects of Hispanic culture in their advertising when making digital purchases. 92% of Hispanics who recently purchased personal care products say YouTube is one of the best places to find videos from others like them about brands/products they're considering. 77% of Hispanics say they watch YouTube to engage in passions or topics of interest. 70% of Hispanics say it's important for a site to have content relevant to them. Hispanics favor digital sources over family, radio, and TV when they're researching something they want to buy. Views of travel-related videos increased 41% in August and September 2018 compared to 2017.