U.S. Hispanics reportedly consume the same amount of media as non-Hispanics, but marketers are apparently failing to connect their brands with millennial and preteen Latino populations.

In a new eMarketer report, titled U.S. Hispanics' Media Usage: A Mix of Trendsetting and the Traditional, while Hispanics and non-Hispanics avidly use media, the means of access varies.

Experian Marketing Services noted U.S. Hispanic adults watched more television during the seven days a group was surveyed in summer 2013. With more than 27 hours of television watched, television marked as the top choice of media for Hispanics. Non-Hispanics also consumed plenty of television coverage, in fact, more than Hispanics, with 28 hours and 11 minutes to 27 hours and 11 minutes respectively.

Non-Hispanics also used PCs while at work more, with 11 hours and 50 minutes compared to Hispanics' 9 hours and 1 minute of usage. Non-Hispanics also dominated using PCs at home with 9 hours and 5 minutes to 6 hours and 26 minutes for Hispanics.

Hispanics, however, utilized mobile phones nearly one hour more than non-Hispanics. Hispanics, over the age of 18, were calculated to use 8 hours and 41 minutes of mobile phone usage during the span of a week. For non-Hispanics, they tallied at 7 hours and 47 minutes.

"What's important to understand is that, many times, their mobile device is [U.S. Hispanics'] only way to connect," said Lopez Negrete Communications' Executive Director of Digital Strategy and Services Leonardo Basterra. "That insight itself has a lot of implications as to how to approach digital marketing to Hispanics."

Hispanics also utilized tablets, although slightly less than non-Hispanics by nearly 30 minutes. Hispanics spent 7 hours and 40 minutes with respective tablets while non-Hispanics recorded 8 hours and 9 minutes.

Print media isn't dead for Hispanics. Magazines proved popular for Hispanics than non-Hispanics with 3 hours and 26 minutes to 2 hours and 25 minutes respectively during the one summer week.

According to eMarketer, marketers need to reach out to Hispanics in media outside of the traditional channels of magazines, radio, and television.

"Good content is good content," said Latina Media Ventures' Executive Marketing Director Patricia Oppenheimer. "We've found there are certain things, like beauty and fashion, that Latinas still like to look at in print, but they will read blogs online to get more information. Their media consumption is increasing."

Hispanics also spent more time than non-Hispanics when it comes to eReaders and mp3 players. Non-Hispanics spent more time on gaming consoles, radio, and newspapers.

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