Local advertisers are gradually increasing the budgets they allocate to social and mobile formats in order to reach today’s digital consumer. But, some audiences and demographic groups tend to use social media and connected mobile devices more heavily than others and may make more lucrative audiences when targeted through these formats. According to BIA/Kelsey, Hispanics comprise a highly active social and mobile audience.

BIA/Kelsey’s Consumer Commerce Monitor™ study indicates that up to 23.6% of Hispanics are using tablets to shop for local products and services. In comparison, only about 15.5% of non-Hispanics do the same. For purposes of this study, analysts defined the local market as having a 25-mile radius.

To find out about local businesses, 61% of Hispanics use search.  About 17% of Hispanics consumers rely on apps, and have about 5.1 apps on their devices for shopping purposes. Social media looms large in the local daily shopping experience for Hispanics as well. Facebook is the site of choice for 61% of these consumers, followed by YouTube at 17.7% .

Marketers may find it particularly advantageous to use mobile video to promote themselves to this audience. At least 24% of Hispanics note that they watch mobile videos about products they’re considering purchasing, a rate which is 58% higher than average. AudienceSCAN data from Ad-ology Research also indicates that 43.4% of Hispanics are Twitter users and local marketers could use this social channel to connect with these shoppers.

AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.