New report reveals Hispanic households in the US are larger streamers, having an average of seven connected TV apps compared to the general market’s six.
According to the App Science® US Multicultural Trends Report, Hispanics are 17 percent more likely to have connected TV streaming apps on their devices than the general market.
The report is the first of its kind and helps advertisers better understand Hispanic audiences by providing insights into their streaming and app interests on both mobile and connected television (CTV) devices.
“We want to help advertisers better understand how to best engage with multicultural audiences and advertise more effectively,” said Helen Lum, executive vice president of App Science.
Hispanic households were found in the US larger streamers, with an average of seven streaming apps on their TVs, while the general market averaged six apps. The top channels seen 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 indexes them with the general market. By comparing it to the broader market, the report helps advertisers identify additional opportunities where they can make a unique connection with Hispanic Americans.
For example, the top CTV genres in this group were drama (529), sports (521), and crime (499). Their respective index scores also showed that this group is about four times more likely to view this type of content than the general market.
Download the report: The US Multicultural Trends Report
On their CTV devices, Hispanics were twice as likely to download the sports-streaming app DAZN (217) as the general market. On their mobile devices, Hispanic Americans’ top streaming apps showed a preference for Spanish-language content. Her top four mobile streaming apps were Canela TV (300), Univision Now (300), Telemundo (300), and ViX (275).
The report also shows this group’s top mobile apps in travel, music, and finance, as well as the top mobile app categories.
The apps people download to their phones say a lot about their likes and interests.
“Our mobile devices are our most personal devices,” says Lum. “The apps people download to their phones say a lot about their likes and interests.”
In their top mobile categories, Hispanics 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 than the general market to download mobile apps in those categories. Their top music apps showed a preference for music discovery and Spanish-language audio or podcasts. Hispanics were twice as likely to have the LaMusica app on their phones. Their top travel apps — Trivago, Expedia, and Hopper — showed an affinity for budget-friendly flight deals.
The release of this report comes at a critical time as the US population becomes more diverse. According to the US Census, Hispanics accounted for more than half of all population growth, growing 23 percent over the past decade. Hispanics have $1.9 trillion in purchasing power in the United States, according to a University of Georgia report.
Brands and advertisers that fail to address this growing segment of the population will face additional challenges in their overall goals. For advertisers looking to specifically engage with Hispanics, comprehensive audience insights can help them plan campaigns that resonate with and represent their audiences.
App Science, whose proprietary household graph of 55 million households combines data signals from 280 million active mobile and 110 million CTV devices, bridges the quality gap between multicultural and general market data. Traditional survey panels have historically underrepresented and undercounted multicultural populations. By analyzing data from both CTV and mobile devices, App Science paints a more complete picture of multicultural audiences, their preferences and interests.
To download the report, visit the App Science website.