Written by
Susanna Kohly Jacobson
Published
August 2016
Topics

As the largest minority in the United States1, Hispanics are a powerful audience. Traditionally, advertisers have reached these consumers via TV networks: In 2014, 75.9% of advertisers’ budgets went to TV ads, while only 7% was dedicated to digital.2 But more Hispanics watch YouTube than any cable network in the U.S.3 And, when they want to watch videos that help them stay connected to their Hispanic culture, they also turn to mobile.4 Here is new data on this audience’s online video viewing behavior.

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<h2>Where They Watch</h2> <p>More than any other online platform, mobile is where Hispanics watch and engage with online video. 59% of Hispanic mobile video viewers turn to their smartphones first to watch video, which is higher than the general population. Hispanic smartphone video viewers are 53% more likely to watch ads on their smartphone than the general population.</p> <h2>What They Watch</h2> <p>When watching video on smartphones, Hispanic video viewers choose content that’s culturally relevant. Nearly 1 in 2 Hispanic smartphone video viewers: Look for video content that is relevant to them as a Hispanic. Are more likely to watch ads on smartphones that contain aspects of Hispanic culture.</p> <h2>How They Watch</h2> <p>Most self-identified U.S. Hispanics typically watch YouTube videos in English. Of those who visit the site at least once a month: 60% watch in English always/most of the time. 28% watch in English and Spanish equally. 12% watch in Spanish always/most of the time.</p> <h2>Why They Watch</h2> <p>YouTube isn’t just a source of entertainment. It also influences their purchase decisions. 75% go to YouTube first when they want to learn more about a product or service by watching a video.</p> <p>Of self-identified Hispanics whose purchases have been influenced by YouTube: Food/Beverages: 90% agree “YouTube helps me learn about brands and products through cooking videos, videos showing someone using/consuming a product, reviews, or ads.” Personal Care: 92% agree “YouTube is one of the best places to find videos from other people like me about the brand/product I am considering.” Automotive: 92% agree “YouTube allows me to quickly access unbiased information about the brand/product I am considering.”</p> <h2>How Videos Spur Them to Action</h2> <p>After watching a product-related video on YouTube, they are likely to engage further, whether it’s on YouTube, or in a store or car dealership.</p> <p><strong>Engagement On YouTube</strong> After watching a YouTube video on a smartphone, 83% of self-identified Hispanics who visit YouTube monthly have read or posted comments; watched similar or recommended videos; indicated if they liked or rated the video; or subscribed to the related channel.</p> <p><strong>Engagement Beyond YouTube</strong> Of self-identified Hispanics whose purchases have been influenced by YouTube: Food/Beverages: 61% made a purchase after watching YouTube videos that relate to a food/beverage product. Personal Care: 60% visited a related site/app after watching YouTube videos that relate to a personal care product or service. Automotive: 52% visited a retailer/dealer in person after watching YouTube videos that relate to a car.</p> <p><strong>Sources:</strong><br /> 1 U.S. Census Bureau, 2014 population estimates.<br /> 2 Ad Age Hispanic Fact Pack 2015, Aug. 2015.<br /> 3 Google-­commissioned Nielsen Study via Nielsen Media Impact, audience reach among self­-identifying Hispanics 1-8­49 for YouTube (total digital) compared to 124 U.S. cable networks individually (television only) Dec.–May 2015.<br /> 4,7,8 Google/Ipsos Connect, U.S., Brand Building on Mobile Study, among Hispanics aged 18­-54 who watch online video at least monthly on mobile, n=452, Jan. 2016.<br /> 5 Google/Ipsos Connect, U.S., Brand Building on Mobile Study, among Hispanics aged 18­-54 who watch online video at least monthly on mobile, n=452, Jan. 2016 & <br />Google/Ipsos Connect, U.S., Brand Building on Mobile Study, among adults aged 18­-54 who watch online video at least monthly on mobile, n=1,000, Jan. 2016. 6 Google/Ipsos Connect, U.S., Brand Building on Mobile Study, among adults aged 18­-54 who watch online video at least monthly on mobile, n=1,000, Jan. 2016.<br /> 9 -­ 11 Google/Ipsos Connect, U.S., YouTube Hispanics Study, among Hispanics aged 18­54 who go online at least monthly, and visit YouTube at least monthly, n=1,885, Oct. 2015.<br /> 12 Google/Ipsos Connect, U.S., Key Audience Study, among adults aged 18­-54 who identify as Hispanic and watch online video at least monthly, n=505, July 2015.<br /> 13,17 Google/Ipsos Connect, U.S., YouTube Hispanics Study, among Hispanics aged 18­-4 who made a recent purchase in the food/beverage category and were influenced by YouTube, n=232, Oct. 2015.<br /> 14,18 Google/Ipsos Connect, U.S., YouTube Hispanics Study, among Hispanics aged 18­-54 who made a recent purchase in the personal care category and were influenced by YouTube, n=238, Oct. 2015.<br /> 15,19 Google/Ipsos Connect, U.S., YouTube Hispanics Study, among Hispanics aged 18­-54 who made a recent purchase in the automotive category and were influenced by YouTube,n=124, Oct. 2015.<br /> 16 Google/Ipsos Connect, U.S., YouTube Hispanics Study, among Hispanics aged 18­-54 who visit YouTube at least monthly and typically use a smartphone to watch YouTube videos, n=1,404, Oct. 2015. </p>