NIELSEN-新冠影响专题：文化连通性转变，拉丁美洲人如何在社交上脱颖而出（英文）-2020.10-31页_4mb

CULTURAL CONNECTIVITY TRANSFORMED: HOW LATINOS ARE CONNECTING WHILE SOCIAL DISTANCING

Core Content Overview

This report, part of the Hispanic Diverse Intelligence Series 2020 and a COVID-19 Impact Special Report, explores how the Latino community in the U.S. has adapted to the challenges posed by the pandemic. It highlights the role of technology, media, and social networks in maintaining cultural connectivity, trust, and engagement during social distancing measures.

Main Points and Key Insights

Demographic Revolution

• The U.S. Hispanic population is projected to be the largest minority group and a key driver of population growth for the next 40 years.
• Hispanics are expected to contribute 53% of the population growth in the next five years and 68% by 2060.
• The community is becoming more influential in shaping the future of the U.S. as it continues to grow in size and economic power.

Staying Connected During the Pandemic

• The Latino community has relied heavily on smartphones as their primary connectivity tool, with 98% owning one.
• Hispanics spend an average of 30+ hours per week on smartphones, significantly more than the general population.
• Streaming services have become a major way for Hispanics to stay connected, with 70% increasing their time spent watching movies or shows via streaming during the pandemic, compared to 55% of non-Hispanics.
• In March 2020, Hispanic weekly viewing time increased by about 8 hours.

News and Trust

• 61% of Hispanics reported watching more news during the pandemic.
• However, only 20% trust cable TV news and 18% find it accurate.
• Hispanics are 57% more likely to use social media as a primary source of information about the coronavirus.
• They engage in authentic dialogue within their trusted circles, using platforms like Facebook, Twitter, and Instagram for information and support.

Radio and Audio Consumption

• Radio remains a trusted source of information, especially during crises.
• 39% of Hispanics increased in-home radio listening during the pandemic.
• 43% said their favorite radio host made them feel less concerned and panicked, while 42% felt less alone.
• Hispanics spend over 12 hours a week listening to the radio, 33 minutes more than the total market.
• Comedy, news, and society/culture are the most popular podcast genres among Hispanics, with 16% listening daily.

Social Media Engagement

• Hispanics use social media to stay informed, share experiences, and advocate for social justice.
• They are more active on platforms like YouTube, iTunes/Apple Podcasts, Spotify, and AM/FM radio.
• 57% of Hispanics spend more than one hour per day on social networks, with 27% spending 3 hours or more.
• Social media has been a key platform for advocacy and activism, especially for issues like racial justice and immigration reform.

Gaming During the Pandemic

• 31% of Hispanics increased their time spent playing video games online or with a gaming device since the outbreak.
• Discord and Twitch saw the highest percent increase in usage among Hispanics.
• Smartphones and tablets are the most commonly used devices for gaming, with 80% of Hispanic gamers using them.
• Hispanics are more likely to engage with action-adventure, shooter, and fighting games, which support social interaction.

Multigenerational Households

• 40% more likely to live in multigenerational households.
• These households serve as cultural hubs, fostering Latinidad across generations.
• 50,000+ household income is more common among Hispanics, with a median household income of $55,720, compared to $63,217 for non-Hispanics.

Hispanic Buying Power

• From 2010 to 2019, Hispanic buying power increased by 69%, outpacing non-Hispanic growth at 41%.
• This growth is expected to continue, driven by a younger demographic and increasing economic participation.

Cultural Collectivism and Social Networks

• The collectivist nature of the Latino community means they rely on trusted social networks for information and support.
• These networks have become essential for cultural connection, trust, and truth during the pandemic.
• They serve as a conduit for shared experiences and community engagement, even across countries of origin.

Social Justice and Philanthropy

• Hispanics have used social media to amplify social justice messages, including support for Census 2020, DACA, and racial justice movements.
• Lizza Monet Morales, a prominent voice in the community, has launched initiatives like #LoveInAction, WFHN-TV, and #HomeworkForChange to drive change and awareness.

Conclusion

The report underscores the resilience and adaptability of the Latino community in the face of the pandemic. By leveraging smartphones, streaming, radio, and social media, Hispanics have maintained their cultural identity, social bonds, and engagement. These tools have become vital for information sharing, entertainment, and advocacy, reflecting the collectivist values that define the community. As the demographic landscape shifts, understanding and supporting these networks will be crucial for building trust and fostering positive change.