MERCADEO Versión en español
NBCUniversal publishes study on dominant multicultural currents in USA
Patricia Molina| 1 de octubre de 2014
NBCUniversal publica estudio sobre las corrientes multicultures dominantes en EE UU
In a presentation at the Advertising Week in New York, television executives, retailers and advertisers came together to discuss the key findings of America Reimagined, a comprehensive study of media consumption commissioned by NBCUniversal. Focusing on the media habits of Hispanic consumers, the survey was developed to facilitate a close and continuous dialogue with Hispanics, one of the most influential and fastest growing demographic groups in America. The study examined the behavior of more than 3,000 consumers in the creation of a Hispanic online community, and the observation of nearly 100 hours of video of focus groups.Among the key findings, it was found that 90% of Hispanics speak Spanish at home and English in some degree, demonstrating their commitment to a change in aspirations towards something called ambicultural where traditional cultural values and identity exist alongside the American values. It also revealed that Hispanics are pioneers in the phenomenons of buzz, binge, live, manifesting themselves in their high consumption of content across platforms, as well as being 71% more likely to share on social networks in comparison to others.”The main findings of this study will influence how NBCUniversal continues to offer compelling content for Hispanics, leveraging our comprehensive portfolio of media assets” Jacqueline Hernandez, Director of Marketing for the media company, said.
