June 6, 2014
US Hispanics are known to be avid consumers of mobile content, as they own smartphones and tablets at higher rates than the general population. Among this demographic, the millennial generation may lead in smartphone ownership and usage, but it’s the Gen Xers who dominate in daily tablet use.
Nearly all US mobile phone users surveyed by PricewaterhouseCoopers in March 2014 were smartphone owners. Hispanics overindexed, with 95% reporting they had a smartphone, compared with 93% non-Hispanics who said the same. It’s a similar trend when it comes to tablet ownership: 53% of Hispanic mobile users said they had such a device, while just 51% of the non-Hispanics surveyed did.
The gap closed slightly with PC ownership, indicating that Hispanic mobile users rely significantly more on their mobile devices to access the internet than their non-Hispanic counterparts. While 73% of non-Hispanics reported that they were laptop owners, just 65% of Hispanics said the same.
Hispanic Gen Xers overwhelmingly lead in daily tablet content consumption. Nearly two-thirds of those between the ages of 35 and 49 used a tablet every day, followed by 57% of 50- to 59-year-olds. But the story was different for the non-Hispanic population. The most active tablet users among non-Hispanics were those 60 and older: 60% of that age group used their tablets every day, followed by 56% of 35- to 49-year-olds.
Hispanic millennials significantly trail the older Hispanic generations and their non-Hispanic peers when it comes to tablet use. Just 36% of Hispanics between the ages of 18 and 24 consumed content on a tablet every day, compared with 45% of non-Hispanics the same age. The slightly older millennials were more active. Nearly half of Hispanics ages 25 to 34 used tablets on a daily basis, as did 51% of non-Hispanics in this age group.