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.