Reaching Hispanics With MobileDecember 5, 2010
Hispanic mobile users are growing rapidly and they skew towards younger ages. According to the Pew Hispanic Center, 80% of Hispanics use cell phones and of them, 51% are between the ages of 18 and 34 years old. Currently Hispanics are using wireless internet more than any other demographic at 68%.
Here’s what you can do to touch base with this target audience:
They’re using their phones to price-check
Hispanics are less likely to make a purchase from their phone, but, are more likely to use mobile wireless to ensure that they are getting the best deal. Retailers that offer incentives via mobile, like a mobile coupon, have a better chance of keeping Hispanics in their store – or drawing them in from a competitor with a less compelling offer.
They’re shelling out more for mobile services
This younger-skewing audience has a tendency to spend more on mobile services than the average consumer. Services like GPS/Navigation systems, instant messaging, and video – to name a few. Understanding which mobile services are important to this segment can allow mobile marketers to get strategic.
Sources: Hispanic Mobile Users and Usage, eMarketer, June 2010