Univision Communications Inc. (UCI) announced its partnership with CivicScience, to provide research on the Hispanic consumer and emergent trends. The partnership will combine Univision’s Hispanic audience with CivicScience’s polling and data analysis platform to deliver deep, real-time insights to advertisers, brands, political organizations and investors.
“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 & Insights. “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.”
CivicScience launched its polling technology across a subset of Univision web and mobile properties in October 2016. In just four months, Univision visitors have provided over four million poll responses to questions on over 2,000 topics ranging from business, entertainment and lifestyle. The CivicScience platform analyzed these results by key demographic, geographic and psychographic segments. Example findings from CivicScience’s research concluded that young Hispanics in the United States:
· Significantly over-index as early adopters and “Market Mavens,” and are very likely to try new products and recommend them to their friends.
· Are significantly less price-sensitive than other consumer groups, identifying themselves as more brand-centric consumers.
· Place high value on socially conscious and environmentally friendly brands and media.
· Are extremely tech-savvy, over-indexing as owners or intenders in categories like smart homes, virtual reality headsets, wireless in-home speakers and television streaming.