New report reveals that Hispanic households in the U.S. are bigger streamers, they have an average seven connected TV apps vs. the general market’s six.
Hispanic Americans are 17 percent more likely to have connected TV streaming apps on their devices than the general market, according to the App Science® U.S. Multicultural Trends Report.
A first of its kind, the report helps advertisers better understand Hispanic audiences by providing insight into their streaming and app interests on both mobile and connected TV (CTV) devices.
“We aim to help advertisers better understand how to best connect with multicultural audiences and drive more effective advertising,” said Helen Lum, executive vice president of App Science.
Hispanic households in the U.S. were found to be bigger streamers, with an average of seven streaming apps on their televisions, whereas the general market averaged six apps. The top channels watched on CTV are ESPN, TNT, Fox News, CNN, TBS, and HGTV.
In addition, the report shows top streaming apps, app categories and tv genres and indexed them against the general market. By drawing a comparison to the general market, the report helps advertisers identify additional opportunities where they may uniquely connect with Hispanic Americans.
For example, this group’s top CTV viewing genres were Drama (529), Sports (521), and Crime (499). Their respective index scores also indicated that this group was about four times more likely to watch this type of content than the general market.
Download the report: The U.S. Multicultural Trends Report
On their CTV devices, Hispanic Americans were twice as likely to have the sports streaming app DAZN (217) downloaded than the general market. On their mobile devices, Hispanic Americans’ top streaming apps showed a preference for Spanish-language content. Their top four streaming apps on mobile were Canela TV (300), Univision Now (300), Telemundo (300), and ViX (275).
The report also showcases this groups’ top mobile apps in travel, music, and finance as well as the top mobile app categories.
What apps people choose to download to their phones says a lot about their preferences and interests.
“Our mobile devices are our most personal devices,” says Lum. “What apps people choose to download to their phones says a lot about their preferences and interests.”
For their top mobile categories, Hispanic Americans showed a preference for mobile apps in the Books & Reference, Action & Adventure, and Family: Kids Games categories. They were 33, 30, and 26 percent more likely, respectively, than the general market to download mobile apps in these categories. Their top music apps indicated a preference for music discovery and Spanish-language audio or podcasts. Hispanic Americans were two times more likely to have the LaMusica app on their mobile phones. Their top travel apps – Trivago, Expedia, and Hopper – indicated an affinity for budget-friendly airline deals.
The release of this report comes at a critical time as the population in the U.S. grows increasingly diverse. Hispanic Americans accounted for more than half of all population growth, growing 23 percent over the last decade, according to the U.S. Census. Hispanic people in the U.S. have a purchasing power of $1.9 trillion, according to a report by the University of Georgia.
Brands and advertisers who fail to account for this growing population segment will face additional challenges in their overall goals. For advertisers specifically looking to engage with Hispanic Americans, rich audience insights can help them plan campaigns that resonate with and represent their target audiences.
App Science, whose proprietary Household Graph of 55 million homes combines data signals from 280 million active mobile and 110 million CTV devices, closes the quality gap between multicultural and general market data. Traditional survey panels have historically underrepresented and undercounted multicultural segments of the population. By analyzing data from both CTV devices and mobile devices, App Science draws a more complete picture of multicultural audiences, their preferences, and interests.
To download the report, visit the App Science website.