LAS VEGAS — Multicultural customers are often the earliest adopters for new technology, especially mobile phones, says Steven Wolfe-Pereira, Executive VP at MediaVest, Managing Director of MediaVest Multicultural in an interview with Beet.TV’s Ashley Swartz at the Consumer Electronics Show.

The Asian-American, African-American and Hispanic segments are driving consumer experiences in many of the new platforms, and that’s why it’s so important for brands reaching these consumers to stay abreast of the latest trends, he adds. Wolfe-Pereira also points out that more than 40% of the youth segment is multicultural. For more insight into the multicultural consumer, as well as the vital role that mobile plays as a venue in those consumers’ lives, check out this video interview.

Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is a regular contributor to Beet.TV

-Daisy Whitney

Editor’s Note:  This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group.