Christina Choy, gerente de Insights de Yahoo
Yahoo Insights Manager, Christina Choy, shared a study the company implemented together with Ipsos, to explore online video consumption habits of Hispanics and see how these behaviors vary according to the level of acculturation.”Year after year, Hispanics spend more time watching digital videos and less time on traditional TV. We carried out this study in the aim to help advertisers learn more about this trend” said Choy. “Time devoted to watching mobile videos increased 53%. More than 94% of Hispanics whose predominant language is Spanish now use mobile devices to watch online videos.”The study revealed that Hispanics online video consumption is very fragmented. “In average they use almost nine sites, applications and services to obtain video content.”Another of the insights is that Hispanics whose predominant language is Spanish are more open to advertising than Hispanics whose predominant language is English. 64% of Hispanics agrees to receive video ads if they get access to free content.”This population prefers watching videos on their smartphones instead of on TV or even on their computers. There is a great opportunity for marketers to connect with the Hispanic audience using online videos. Through Yahoo, advertisers can place video ads in a strategic manner on our platforms” she ended.
