Hispanics tech-savvy for VR says survey | Media Analysis | Business
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US Hispanics are extremely tech-savvy, especially regarding virtual reality (VR) headsets and television streaming, and significantly, they are also early adopters.

civicscience hispanicsThese findings are among the first results of Univision Communications Inc’s partnership with polling and market intelligence company CivicScience to provide research on Hispanic consumers and emerging trends.

The partnership applies CivicScience's data analysis platform to Univision's Hispanic audience to deliver deep, real-time insights to advertisers, brands, political organisations and investors.

Hispanics were found to be extremely tech-savvy, over-indexing as owners or intenders in categories like smart homes, virtual reality headsets, wireless in-home speakers and television streaming.

"As the Hispanic population continues to grow in size and wealth, so does the need to capture accurate data that provides insights on this consumer," said Roberto Ruiz, EVP, strategy & insights, Univision. "This collaboration with CivicScience will provide Univision advertisers and partners with fast, actionable intelligence.”

CivicScience launched its polling technology across a subset of Univision Web and mobile properties in October 2016. In just four months, the CivicScience platform has also found that Hispanics identify themselves as more brand-centric consumers and are very likely to try new products and recommend them to their friends.

“We work with dozens of brands and investment firms who seek greater insight into the US Hispanic consumer,” said John Dick, CEO of CivicScience. “No other company has stronger ties and trust among this community than Univision. This partnership and the research it will yield is a game-changer.”

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