At this point, it’s really not a question of whether or not Hispanic consumers utilize mobile technology more than their non-Hispanic counterparts. As recognized “trendsetters,” Hispanic consumers are clearly outpacing non-Hispanics in their adoption of mobile, social and online sources for shopping, especially at the local level, according to a recent BIA/Kelsey study.
But, what is valuable to advertisers are these questions: To what degree? and For what purposes? Hispanic consumers use mobile technology and how that information can help advertisers create content that will capture their attention.
In a recent nationwide study of mobile phone use by Hispanics vs. non-Hispanics, we asked participants to shed a little light on how they used their mobile phones and the results were as expected:
For those engaged in social media, 95.5% of Hispanics used their mobile phone to access Facebook compared to 98.6% of non-Hispanics. The usage numbers are also relatively close for several other sites like Google+, Pinterest and LinkedIn.