Young mobile population eager to communicate and connect
Like many Americans, Hispanics love their mobile phones and take them everywhere, more than non-Hispanic whites and, in many cases, more than blacks.
“Hispanics cannot imagine daily life without their mobile phones and credit the technology with strengthening relationships and keeping them connected to their social world, not just friends and family,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “Hispanic Mobile Users and Usage.” “Marketers who are just turning to mobile will find a market well ahead of them.”
Hispanic mobile phone users are younger than the Hispanic Internet population, according to eMarketer estimates and comScore: 50.7% of mobile phone users are between 18 and 34 years of age compared with 35.6% in the same age group among Hispanic Internet users. The Hispanic mobile phone population skews even more male than the general population: 55.6% of mobile phone users are male, compared with 51% of males in the Hispanic population.
US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)
Hispanics lead all other groups in wireless-only households. And while Hispanics lag behind other ethnicities in having broadband Internet access at home, a full 78% of Hispanic mobile Internet users have some form of Internet access at home. It has been proven that Hispanics normally do not have the resources available to provide a home based PC, while those who can rarely add broadband based on those missing resources.
“In-store mobile marketing is the next big thing,” said Ms. Phillips. “Hispanics are not big online buyers, but they are using their mobile phones to check out products and deals while standing in the store aisles.”
Like most other consumers, Hispanic shoppers are looking for good deals. They use mobile devices to check on prices, product information and inventory while shopping in a store, according to a Sterling Commerce survey.
US Mobile Device Owners Who Would Use a Mobile Device for Shopping Activities, by Race/Ethnicity, January 2010 (% of respondents)
Retailers take note: Hispanics who are shopping in-store want to buy the product then and there. If they do not find it, 29% said they would use their mobile phone to locate an out-of-stock item at a competing retailer.