Marketers to Target Hispanics via Smartphones

The adoption of smartphones is rapidly increasing across the U.S. Over 1/​3rd of all mobile phone users now have smartphone technology. And there’s one demographic group that has adopted mobile phones at an extremely high rate over the past 5 years: Hispanics. As a result, this demographic group is likely to become the target of mobile marketers.

Scarborough Research analysts have analyzed data accumulated last fall and compared the information to statistics gathered 5 years ago. During this time period, analysts say that cell phone use among Hispanics grew 26%. The cell phone adoption rate during the same time for the general population was 18%.  Currently 82% of Hispanics use mobile phones, compared to 84% of the general population.

Hispanics are also more likely to use their mobile phones in specific ways. The following list indicates favorite mobile phone features for Hispanics. The use rates by the general population for the same features appear in parentheses:

  • Text messaging 64% (56%)
  • Music downloading 22% (15%)
  • Game playing 19% (15%)
  • Social networking 12% (10%)

Hispanics have also been increasing their purchases of smartphones. About 19% of Hispanic adults own or have access to a smartphone, compared to 23% of all U.S. adults.

Alisa Joseph, vice president of advertiser and marketing services, Scarborough Research noted that the growing acceptance of smartphone and apps is “redefining mobile marketing.. As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand.”

As marketers seek to connect with Hispanic consumers this year, they are likely to allocate at least a part of their media mix to mobile.

[Source: Hispanics are Important Mobile Marketing Targets. Scarborough Research. 20 Dec. 2010. Web. 12 Jan. 2011] 
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.