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Keeping in touch with family and friends, plus seeking and/or offering product advice to peers is very important to Latinas. In order to stay connected, their mobile devices are invariably in tow. Smartphones are the mobile device of choice for Hispanic women. Eighty-eight percent of Latinas say they own a smartphone, and they are 15% more likely than non-Hispanic white women to own such a device. On average, Latinas spend 22 hours each week watching videos and using apps or the Internet on their smartphones. They are also early adopters of newer tech gadgets, as they are more likely than non-Hispanic white women to own smart watches.
When asked which type of content Latinas prefer on social media sites, 87% favored looking at pictures and images, 57% watch videos, and 55% choose reading posts that are mostly text. Latinas favor watching videos over the general population (46%) which prefers reading posts that are mostly text (63%).