Hispanic Millennial Voters: Digitally Driven But Media Diverse

The number of Hispanic voters continues to grow.  Since the last presidential election their ranks have grown by nearly 3 million with Hispanic Millennial Voters making up a large proportion (40%) of the 19 million registered Latino voters.  Representing nearly 8 million of the registered voter population, the Hispanic Millennial Voter segment accounts for the largest growth sector among Hispanic voters as well as represents a substantial component of the overall youth vote.

This digitally savvy and connected voter group will look to the internet and social media as a primary resource for political information.  On average, the segment spends nine hours and fifty-seven minutes per week online which is one hour and twenty-two minutes longer than the average voter.  Half spend an hour or more on social media and they are 30% more likely to agree that social networking is important for finding information about news and other current events.  Usage of all social media sites, with the exception of LinkedIn, outpaces the average voter. Instagram deserves a special call out as Hispanic Millennial Voters are 160% more likely to be using this network.



And while digital will definitely play a primary role in reaching this key voter segment, traditional media by no means should be left out of the media plan.  Radio will find the ears of this segment as almost all, 93%, listen each week. They also listen longer, spending 9 minutes more daily with this medium than the average voter.   Pop Contemporary Hit (56%), Rhythmic Contemporary Hit (46%), Hot AC (31%), Spanish Contemporary (28%) and Mexican Regional (28%) are their preferred formats.

Out of home advertising will also be effective in reaching Hispanic Millennial Voters.  More than half (56%) say they have viewed a digital video display during the past month and they are 74% more likely than the average voter to have viewed them at 5 or more places during that time period.

Hispanic Millennial Voters spend about three hours and twenty-two minutes each day with television. Television is where a substantial portion of this segment get their news, with over half (53%) saying they typically watch local news.  Stations utilizing their digital outlets are sure to score with these viewers as almost half (46%) of Hispanic Millennial Voters have visited a broadcast television website during the past week and they are 27% more likely to have done so than the average voter.

So while digital is a key component of any media strategy designed to reach Millennial Hispanic Voters, traditional media will also play a dynamic role.  Finding ways to join the digital and traditional components of each medium is sure to produce optimal results in delivering this key voter segment to the polls.



Click here to download the latest infographic by Nielsen Scarborough that highlights media habits of the Non-Collegiate White Male Voter.



Source: : Nielsen Scarborough  Hispanic DST Multi-Market, Release 1, 2015. Base= U.S. Adults  Registered To Vote In Their District Of Residence




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