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Latinos and Mobiles
According to research by Prosper MediaPlan iQ, Hispanic consumers are more likely to regularly use smartphones and tablets. What’s more, they tend to be more engaged with these devices than the non-Hispanic population. Hispanics have both a higher percentage of regular Droid users (17.4 percent compared to 10.6 percent of non-Hispanics) and 17.8 percent of Hispanics regularly use iPhones, as compared to 11.2 percent of the general population.
The same study also found that across the board, Hispanics are more likely to search the internet with their smartphone. They conclude that mobile ranks as the #1 influencer for electronics purchases when weighted by consumption for Hispanics. This indicates that mobile is a strong platform for reaching young, connected Latinos. Furthermore, publishers and online advertisers need to make sure any advertising translates well to the mobile platform.
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