Hispanics and Mobile Usage

Hispanic Market Info: Dec 20, 2010

Scarborough research released a report that indicated that Hispanic cellular usage was increasing at a faster rate than total Hispanic population. Taken from the multi-market study, the report states that use of a cell phone device grew 26% since 2005, vs. 18% for all adults.

Cellular Usage Among Hispanics
82% Hispanic Adults use Mobile Device
84% of Total Adults use a Mobile Device

Hispanics are also avid text messagers, with an average of 64% of Hispanics that have a mobile device text vs. 56% of all cellular users. Hispanics who text are also more likely to download music (22% vs. 15%) play games (19% vs. 15%) and access social networking sites (12% vs. 10%).

In addition to using mobile devices more avidly, Hispanics are also keen on the use of smartphones such as blackberries or IPhones. Nineteen percent of Hispanic adults currently live in a household that owns one or more smartphones.

“The rise of smartphones and apps is redefining mobile marketing,” said Alisa Joseph, vice president of advertiser and marketing services, Scarborough Research. “As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand.”