Page 16 - Latinas Powering Forward Whitepaper

Latinas Powering Forward

Driving Media Consumption

Latinas typically seek content that appeals to their values and traits of family, hard work, language, faith, Cultural
Bothness and empathy with other immigrant cultures. They identify with subjects such as the discovery of new
worlds, the struggle to overcome challenges and stories of personal transformation. Latinas also enjoy group-viewing
experiences that bring together family and friends around soccer matches, boxing, novelas and movies. They prefer
Hispanic media for an international perspective on news, world events and changes in their community.

TV and Internet Access

Index:
Hispanic Non-Hispanic Hispanic to Non-Hispanic
Females 18+ White Females 18+ Females 18+

Cable Plus 78% 86% 93
Broadcast Only 18% 10% 154

Broadband Only 4% 4% 87
Alternative Delivery 33% 32% 105
Systems (ADS)

DVD Owner 68% 79% 91

DVR 49% 59% 87
High Speed
Internet Connection 74% 86% 91

Souce: Latina 2.0. Nielsen 2017. NPOWER, January 30, 2017 - February 26, 2017, based on households installed
in the national TV Panel.

Hispanic women are young, mobile, sociable and tech immersed. They spend a large part of their time consuming
media, spending more than 30 hours every week watching television and 22 hours a week viewing videos, using apps
or surfing the internet with their smartphones. On average, the vast majority of Latinas (88%) own a smartphone and
are more likely than non-Hispanic White women to use youthful, visual and entertaining social media like Instagram
(164 index), Snapchat (196 index) and YouTube (144 Index). The popularity of YouTube and other digital platforms is
driven by the growth of Spanish-language and Hispanic-themed linear, as well as streaming content. 16

Every week Latinas spend over 30 hours watching TV
and 22 hours viewing videos, using apps or

surfing the internet on their smartphones.

16 Diverse Intelligence Series 2017. Nielsen Latinas 2.0, Fiscally Conscious, Culturally Influential & Familia Forward.

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