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ComScore: The Hispanic digital community in the US reached 38.2 million
Maye Albornoz| 30 de julio de 2015
Millennials son una generación comunicativa, pero el 84% de las impresiones son a través del boca a boca
ComScore Latin America published the results of their 2015 Latin American Digital Future in Focus report. They also outlined the US Hispanic market scenario regarding online content penetration and how this group relates with the digital environment.Among the main findings are growth of mobile-only users, which is 22%, whereas the desktop audience decreased. In total, 33.1 million Hispanics are reached via different platforms, including smartphones and tablets, and 8.7 million only connect through these devices. The Hispanic digital population in the US reached 38.2 million.Preference for consumption of content on mobile is reflected on the time Hispanics invest on these screens, which, according to ComScore´s data reached 61% in 2015, compared to 57% last year; while desktop went down 2 points to stand at 28%, and tablets decreased one point, standing at 11%.However, depending on the category, consumption of content on different devices changes significantly. The study revealed that mobile tops entertainment categories (63%), social networks (73%), games (73%) and news (56%), whereas Hispanics prefer to visit portals (56%) and carry out transactions related with business and finance (53%) from their desktop computers.
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