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The Latest Frontier in Cross-Screen Digital Video Research: Hispanics

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YuMe, Inc. (NYSE:YUME) , a leading provider of digital video brand advertising solutions, partnered with SMG Multicultural to develop survey data from Interpret, around US Hispanic media consumption trends. Results showed US Hispanic device ownership skews higher than the non-Hispanic US audience on a full range of connected devices, including smartphone, tablet, OTT, laptop, and smart TV, while leading the market in multi-tasking and mobile content consumption.

According to the latest US Census, US Hispanics are both the fastest growing US Population, and the largest US minority group, and Hispanic households spend 68% more time watching digital videos compared to non-Hispanics.1 According to this latest study, US Hispanics are also leading the market as adopters of tablet and CTV, and specifically, mobile connectivity is helping close the access gap (an ethnicity’s ability to access the internet) for Hispanics.

“The industry is hungry for more data around Hispanic media consumption, specifically regarding US Hispanic interaction with digital video,” says Marla Skiko, EVP, Director of Digital Innovation, SMG Multicultural. “Therefore, we support partners like YuMe who continue to lead the charge with cutting edge research.”

In May 2014, YuMe and SMG Multicultural analyzed data from an Interpret New Media Measure survey of more than 3,100 US Hispanics and 9,000 general population respondents, looking for US Hispanic differentiation in video consumption, along with the influence of language in advertising.

“We looked for answers on whether US Hispanics interact differently across screens,” says Paul Neto, Director of Research, YuMe. “Additionally, we looked at other factors such as age, preferred language and how these trends impacted their multi-screen behavior.”

Key takeaways:

  • US Hispanic ownership of top devices mirrors that of the general market (non-US Hispanics), yet the highest penetration is on smartphone and laptop
  • US Hispanics are two times more likely than the non-Hispanic US audience to stream on smartphone and smart TV
  • US Hispanics want to stay ahead of the curve more than the general market, but are also more cautious
  • Younger US Hispanics are driving device adoption and video streaming levels
  • Dominant language influences media activities

This research will be showcased at the 8th Annual Hispanic Advertising and Media Conference in New York City on September 18, 2014. For more information, visit: https://www.portada-online.com/events/hispanic-conference/.

View the infographic, and read the full report at: YuMeResearch.com

1 Nielsen, State of the Hispanic Report, 2012

About YuMe

YuMe, Inc. (NYSE:YUME) is a leading provider of digital video brand advertising solutions. Its proprietary data science-driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is headquartered in Redwood City, CA with European headquarters in London and 15 additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook. Current YuMe logos can be found at www.yume.com/news/logos.

YuMe is a trademark of YuMe. All other brands, products or service names are or may be trademarks or service marks of their respective owners.

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