Marketers must look beyond the old “digital divide” stereotype and the incomplete “Hispanics are mobile” cliché to grasp the nature of Hispanic consumers’ digital activity—especially as the issue of English-vs.-Spanish adds distinctive complications.View this Report
Lee Van, chief strategy officer at Captura Group, talks about how marketers over generalize when targeting Hispanic consumers.
Chief Strategy Officer
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US Smartphone Users Who Mostly Access the Internet via Mobile Phone vs. Desktop/Laptop/Tablet, by Demographic, Feb 2019 (% of population in each group)
US Internet Users Who Have Used Car-Sharing, Electric Scooter or Bicycle Sharing Services, by Demographic, Feb 2019 (% of respondents in each group)
Which Purchase Method Will US Internet Users Use to Buy/Lease Their Next Car? (% of respondents, by demographic, Feb 2019)
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WhatsApp Beats Out Instagram and Twitter Among US Hispanic Users
May 22, 2019
We estimate that more than half of the US Hispanic population will use messaging app WhatsApp at least monthly this year. The platform’s US Hispanic user base of 32 million is growing because of its data cost savings, messaging encryption capabilities and popularity in Latin American countries.