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5 New Mobile Trends among Hispanics

As part of our tracking of mobile trends in Brazil and Latin America, we also focus on mobile data for U.S. Hispanics, another key market we reach for our clients. After reviewing a number of recent studies, here are 5 trends in the Hispanic mobile market that we have observed.

#1 Hispanics Are More Likely to Own Smartphones than the General Market
A May 2013 report from the Pew Research Center noted that 56% of American adults are now smartphone owners. However, 60% of Hispanics report owning smartphones. When breaking down smartphone ownership by ethnic group, Pew noted that smartphone ownership stands at 53% among white non-Hispanics and at 64% among African Americans.

#2 Hispanics Are More Likely to Own Tablets as the General Market
Another Pew Research Center report from June 2013 indicated that 34% of Hispanics report owning a tablet computer, compared to 33% of white non-Hispanics and 32% of African Americans.

#3 Hispanics are More Likely to Go Online with a Mobile Device Than the General Market
More data from Pew indicates that 76% of Hispanics report going online with a mobile device, compared to 60% of white non-Hispanics and 73% of African Americans.

#4 Hispanics Are More Responsive to Mobile Ads
A 2012 study from Terra reported that 46% of Hispanics believe they are more likely to remember brands advertised on their tablets—compared to just 37% of non-Hispanics. In addition, in a survey from ThinkNow Research published in June 2013, more than 60% of Hispanics felt that mobile phone ads provided them with useful information about bargains or products and the same percentage would be willing to accept mobile phone ads in return for additional services or lower monthly charges.

#5 More and More Hispanics Are Shopping with Their Mobile Phones
Research from the Integer group indicates that 16% of Hispanic shoppers use mobile phones to make a purchase, compared to 12% of the general market. This use often involves product research, although 15% of Hispanics also report using either a QR or UPC code.

To find out how we can help you reach Hispanics via mobile or another form of media, please contact us.

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The Hottest Social Media Sites in Latin America

Recent research from comScore shows some major changes on the social media landscape in Latin America. Between November 2011 and November 2012, the increase in unique visitors to social media sites was relatively small, just 2%. However, there were crucial shifts in terms of the popularity of sites. Here’s a look at the hottest social media sites in Latin America.

#1 Ask.fm
Why did we rank it #1? It’s not the site with the most users: Facebook still rules social media in Latin America, without question. That said, this site, in which users interact with each other by asking and answering questions, has grown massively in Latin America, more than any other social site—by 5,000%. The site had 247,000 uniques in November 2011 in Latin America, and one year later reached nearly 13 million monthly uniques.

#2 Pinterest
While this site does not rank among the top 10 social sites in large Latam markets like Brazil, Argentina and Mexico, overall Pinterest has grown by 2,500% in Latin America: from 77,000 unique users in November 2011 to 2 million unique visitors in November 2012.

#3 Scribd
The document-sharing site has grown by 97% in Latin America since November 2011, boasting 6.6 million unique monthly visitors one year later.

#4 Tumblr
This blog social site ranks among the top 10 social media sites in many Latam countries and overall has grown by 86% in the past year to reach nearly 12 million unique visitors a month.

#5 Weheartit
This site is similar to Pinterest that allows users to store and share images that they like with other users. It’s grown by 43% in Latin America in the past year or so to reach nearly 3 million unique monthly visitors.

Other Significant Data Points about Social Sites in Latam

  • Facebook grew by 7% in Latin America between November 2011 and November 2012
  • As we indicated, Facebook is by far the biggest social media site in Latam, with 125 million unique visitors in November 2012—LinkedIn was #2, with 35 million
  • Orkut has dropped by 62% in Latin America and had 12.9 million unique users in November 2012
  • Deviantart.com, which is among the top 10 social sites in many individual markets in Latin America, grew by 12% in the region between November 2011 and November 2012
  • Twitter posted 24 million unique visitors in Latin America in November 2012 (#3 in the region) but posted a drop of 12% in uniques since November 2011
  • Despite ranking among the top 10 social sites in Argentina, Brazil and Colombia in November 2012, overall Badoo has dropped by 46% in unique monthly visitors since November 2011
  • Two sites whose November 2011 numbers were listed as N/A by comScore now have 2.5 million unique monthly users each in Latin America: Ning and MeetMe Media
  • A number of formerly popular social media sites in the region posted significant drops in the period cited by comScore, including Vostu (down by 68%), Sonico (down by 63%), Hi5 (down by 49%) and Myspace (down by 26%)

To find out how we can help you reach Latin America via social media or any other type of media, please contact us.

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