Report of YuMe and SMG Multicultural: Hispanics are leading the digital video consumption

YuMe partnered with SMG Multicultural for developing a survey about consumer trends in Hispanic media, which are increasingly important from an advertising point of view as Hispanics are the largest minority group in the United States and that fastest growing demographically. The survey revealed that Hispanics are addicted to media, as it recorded that Hispanic households spend 68% more time watching digital video than non-Hispanics. They are twice as likely as the rest of the American public to use the stream on mobile and smart TVs.Hispanics in the USA are much more connected across a broad range of devices including smartphones, tablets, smart TVs, laptops, etc. They are leading the market in terms of mobile content consumption and multitasking. “The industry is hungry for more data about the consumption of Hispanic media, specifically in relation to the interaction of Hispanics in the United States with digital video,” Marla Skiko, Executive VP and Director of Digital Innovation of SMG Multicultural, said. “So we support partners like YuMe, who lead this charge with cutting-edge research” she added. On his behalf, Paul Neto, Director of Research at YuMe said: “We look for answers on if Hispanics interact differently on screens. Furthermore, we look at factors such as age, preferred language and how trends are affecting their multiscreen behavior”.