According to a recent study by the Pew Research Center, a long-standing digital divide in internet use between Latino and white adults is now at its narrowest point since 2009.
The share of Latino adults who report using the internet increased 20 percentage points, up from 64 percent to 84 percent in 2015. Over the same period, internet use grew among white adults too but at a slower rate, up from 80 percent to 89 percent. As a result, the gap in internet use between Latino and white adults declined from 16 percentage points in 2009 to 5 percentage points in 2015.
Additionally, the survey also shows that among Latino adults, 80 percent access the internet from a mobile device – compared to a similar share among white (76 percent) and black (77 percent) adults in 2015.
This is particularly significant for marine businesses that are targeting the Latino market. If you are trying to reach these new or existing customers through traditional media, it may be time to rethink your strategy.