NEWS8 March 2017

CivicScience to help Univision research US Hispanics

Media News North America Technology Youth

US – Polling and data technology company CivicScience is teaming up with Hispanic media giant Univision to research consumer trends among Hispanics in the US.

Hispanic business laptop_crop

CivicScience specialises in ‘in-content’ polls and quizzes, embedded in web pages. Results from CivicScience’s polls will be used to measure campaigns and give Univision’s advertisers new insight on their audiences. Findings will also be combined with national data to create a broader picture of Hispanic consumers.

Univision advertisers and CivicScience subscribers will get access to real-time tracking data, industry reports, and the opportunity to conduct custom research.

“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, executive vice president for strategy and insights at Univision. “This collaboration with CivicScience will provide Univision advertisers and partners with fast, actionable intelligence and offer a revolutionary way to connect to the community we serve across the marketplace.”

“We work with dozens of brands and investment firms who seek greater insight into the US Hispanic consumer,” said CivicScience CEO John Dick. “No other company has stronger ties and trust among this community than Univision.”

CivicScience’s polling technology has been running on some of Univision’s web and mobile properties since October 2016, and has already gathered more than four million responses to questions on thousands of topics including business, entertainment, and lifestyle.

The research has revealed that young Hispanics in the US:

  • over-index as early adopters, and are very likely to try new products and recommend them to friends
  • are significantly less price-sensitive than other consumer groups
  • place high value on brands they see as being green and socially responsible
  • are extremely tech-savvy and more likely to be interested in gadgets such as virtual reality headsets and smart home technology