According to research from M:Metrics, young Hispanics are among the most active consumers of mobile content. The mobile Web in the U.S. could be defined by this key demographic.
70.9 percent of English-speaking Hispanics use mobile content, compared with 47.9 percent of the rest of the U.S. market. That makes the Hispanic market a key, if not the key, demographic for many new mobile marketing initiatives:
"Hispanics combine a willingness to download and purchase content with a clear propensity to make purchases via their mobiles based on offline media ads. This has created a perfect storm for marketers: purchase-driven consumers who are responsive to targeted, contextually relevant advertising."
English-speaking Hispanics skew much younger than the average mobile user. 51.5 percent of the Hispanic wireless audience is in the coveted 18-34 age group. And not only are they young, English-speaking Hispanics are early adopters too:
English-speaking Hispanics are highly engaged with mobile multimedia applications. In fact, the percentages of Hispanic mobile subscribers who watched mobile video or listened to music side loaded from their PC are more than double the industry average. They are also similarly more inclined to access news and information via mobile browser, at 18.8 percent compared to 9.6 percent of all subscribers.
Not surprisingly, this group also displays a higher propensity than average to play games, with 35 percent playing mobile games in March, compared to 21 percent of the market on average. This pattern of above average, active, engaged usage of mobile content is present in almost all activities, from ringtone purchases, photo messaging and trading video to frequently using mobile phones to access a wide array of news and information services.
What do you think? Will Hispanics become the definitive user group for the mobile Web in the U.S. market?
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