Connecting to Mobile Customers

comScore is adding up all the ways marketers can gain an edge by communicating directly with mobile devices. Its recently released  Wired: Connecting to the Mobile Marketing Revolution report contains plenty of great statistics for data geeks. Here’s one demographic detail that caught my eye: About half of African American and Hispanic consumers subscribe to a mobile device servic1108253_pda_phonee.

As a percentage of total mobile device subscribers, African Americans (18.1 million) and Hispanics (16.4 million) each comprise 7% of the whole.

Marketers trying to target these 30+ million consumers might be interested to know that these groups are geographically dispersed as follows:


  • Midwest 10.6%
  • Northeast 17.7%
  • South 36.4%
  • West 35.3%

African American

  • Midwest 16%
  • Northeast 16.6%
  • South 53.6%
  • West 13.3%

The comScore case study points out that successful mobile campaigns should include ad displays in both browsers and applications as these users consume a variety of content. The study also indicates, without sharing specific age demographics, that these groups may be comprised of younger consumers so ad campaigns should include text messaging. Read more here.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.