When it comes to understanding people’s interaction with their digital devices, the folks at Nielsen have probably crunched more numbers than any other organization on the planet. From TV ratings to mobile-phone usage, they not only know who’s looking at what but also what devices they’re using to do so and the actions they take as a result.
It’s information that anyone marketing to today’s consumer would be wise to heed, especially when you consider that American consumers now spend an average of 60 hours a week consuming content on their assorted digital devices. As we noted last week, one reason is that increasing numbers of consumers own multiple devices and use two or more of them at the same time.
But other factors are also playing a role, including one that has the potential to affect every aspect of life in the U.S.: the growing role, both in physical numbers and cultural influence, of Hispanics. According to the Nielsen report, Hispanics make up the fastest-growing population segment and are expected to contribute 60% of the U.S. population growth in the next three years.
Equally important, they’re among the nation’s most digital-dependent and digital-savvy consumers. Consider some statistics:
- Nearly three-quarters (72%) of Hispanics own a smartphone, almost 10% higher than the national average
- Data usage among Hispanics is 16% higher than the national average
- Hispanics watch an average of 8:21 (hours:minutes) of Internet video per month, compared to 6:41 for the total U.S. population
- Hispanic mobile users watch 6:22 (hours:minutes) of video on a mobile phone, compared to 5:48 for the total U.S. population
- Hispanics tend to log on to social media sites more often than other ethnic groups, stay on longer and engage in more in-depth interaction
Hmm, let’s see… a large and rapidly-growing population of consumers who own smartphones, watch a lot of video and engage heavily in social media. Could that possibly be relevant in terms of marketing your practice? Well, considering that Hispanics booked almost 1.6 million procedures in 2012 — 11% of the U.S. total — the answer can only be, Si, absolutamente!
Hispanic consumers are social, digitally savvy and a potential source of new patients
For doctors, the expanding base of digital-dependent Hispanic consumers is significant for two reasons. In the short term, as the second-largest ethnic group of aesthetic consumers in the U.S., they represent a potential pool of new patients. (Commonly requested procedures include liposuction, tummy tucks and nose reshaping.) In the longer term, they also serve as early adopters of the trends that will ultimately determine how all consumers interact with an increasingly digital world.