Julia Carroll From Comscore: Almost 30% Of Hispanics Make Recommendations On Social Networks

Julia Carroll, Sales Manager at comScore, participated in the webinar titled Cross Platform Measurements in the Evolving Landscape, organized by AHAA, presenting data on the behavior of Hispanics in digital media, which showed the importance of their presence and influence. According to Carroll, almost 30% of Hispanics makes recommendations on social media, and Latinas consider themselves influencers and trendsetters in these media.Other measurements presented were the diverse ways in which Hispanic audiences in the U.S. access contents in media like OTT, mobile and VOD, which include: Latinos are 40% more prone to connect on Snapchat compared to other average digital media, and 1.5 million millennials from this demographic group make cinema recommendations through this social network.Other important information offered by Carroll had to do with the Hispanic TV audience. For example, 8% of Hispanics don’t have subscription TV, but are watching content online. In fact, viewers of the main Hispanic channels are 111 times more prone to spend twice the national average time on T-mobile, whereas Latino millennials exhibit more consumption of TV Time Shifted Viewing (TSV) and digital.The specialist additionally highlighted that the NBC, Turner and Viacom are calling for advanced data, not just age and gender.