A Recent Study on How Self-Identified Hispanic Consumers Engage With YouTube

As the largest minority group in the United States, Hispanics are a powerful audience. Traditionally, advertisers have reached these consumers via TV networks: In 2014, 78% of advertisers’ budgets went to TV ads, while only 7% were dedicated to digital. But more Hispanics watch YouTube than any cable network in the U.S. And when they’re researching something they want to buy, Hispanics who say they go online favor digital sources over family, radio, and TV. To learn more about this audience and its behavior online, we partnered with Ipsos Connect to survey self-identified U.S. Hispanics online, and here’s what the study found.