Hispanic consumers lead US second-screen engagement

Hispanic consumers in the United States are increasingly utilizing the “second screen” phenomenon, using smartphones to interact with television content. Research from Altman Solon indicates that 38% of Hispanics engage in shoppable TV activities—such as scanning QR codes or using Smart TVs to purchase products seen on screen—compared to 29% of non-Hispanics.

This trend is particularly strong among the 18 to 34 age demographic. The behavior involves using mobile devices to access real-time statistics, participate in interactive content, or vote during live broadcasts, presenting new opportunities for advertisers and media brands to engage with this tech-savvy audience.