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Latino Tech Consumption Based on Nationality

10 Sep, 2010 By: Erik Gruenwedel

The use of home entertainment and technology within the Latino household is largely dependent on whether family members are born in the United States and primarily speak English, according to new reports.

Among English-speaking Latinos born in the U.S., 89% owned a DVD player, compared with 64% in primarily Spanish-speaking households, according to Centris. The former percentage topped both white and black household DVD player penetration by 2%, respectively.

Latinos comprised more than 15% of the U.S. population in 2008 with nearly 47 million people, according to the Pew Hispanic Center in Washington, D.C. Among the younger generation, from 16 to 25 years of age, Latinos represented 18% of the population, or 7.5 million people.

The Centris report found that 20% of English-speaking Latino households owned a Blu-ray player, compared with 17% for white and black households, respectively. Just 16% of Spanish-speaking households owned a Blu-ray player.

About 28% of English-speaking Latino households had either bought or rented a DVD/Blu-ray movie in the past 30 days, compared with about 14% Spanish-speaking. More than 29% of white households (21% black) rented a movie, while 23% of black households purchased a movie, compared with 22% in white households.

“The survey revealed that, collectively, [Latinos] match or exceed black respondents on most technology merits and, in some cases, are actually similar [if not higher] than white respondents,” the Centris report said.

Indeed, among English-speaking Latinos, 16% purchased a video-on-demand (VOD) movie rental in the past 30 days, compared with 14% for whites and 11% among blacks. English-speaking Latinos also are slightly more likely (69%) to own a big-screen television than blacks (68%) and whites (67%).

Age played a big role when it came to Internet and cell phone use among Latinos.

More than 85% of native-born Latinos go online, compared with slightly more than 50% foreign-born, according to the Pew study. The gap narrows considerably with mobile phones, with 80% of American-born Latinos using a cell phone compared to 72% usage among foreign-born.

However, among Latinos older than 18, only 64% go online, compared with 78% among non-Latinos in the same demographic. More than 76% of adult-age Latinos used a cell phonem compared with 86% for non-Latinos.

“While rates of technology use among native-born [Latinos] are relatively high, technology use for the full population of Latinos continues to lag behind the use rates of the non-Latino population,” said Gretchen Livingston, senior researcher for the Pew Hispanic Center.


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