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BizReport : Mobile Marketing : July 25, 2013

Jumptap: Why brands should look to Hispanic mobile users

Things are changing quickly in the mobile space, and one group of consumers is adapting faster than others. New data just out from Jumptap indicates Hispanic consumers are one of the fastest adopting groups in the mobile space.

by Kristina Knight

According to the Jumptap July MobileSTAT report Hispanics, who are the fastest growing minority in the US, and the report underlines how brands might use mobile to better engage this group.

One of the first ways: don't put all your mobile eggs in Apple's basket. That's because while Hispanics have shown a likeness for i-Devices, they're more likely to be in the Android space.

• Hispanic males are 40% less likely to own an iPhone and 32% less likely to own an iPad than other demographics
• Hispanic females are 43% less likely to own an iPhone and 24% less likely to own an iPad
• Hispanics over-index on Kindle, Galaxy Tab and Toshiba Thrive devices

"Hispanics are quickly emerging as mobile power users and a prime demographic for mobile ad targeting," said Matt Duffy, VP of Marketing at Jumptap. "As the July MobileSTAT reveals, the Hispanic demographic tends to show slightly different mobile behaviors than the average user. Advertisers interested in reaching this group must take into consideration their differences in content channel consumption and prominent days of usage, among other things."

As for where brands are likely to find Hispanics in the mobile space, definitely check in on social. Both sexes in the demographic are likely to be engaged in Facebook and Twitter as well as Latino entertainment/music channels. Hispanics are also found to be heavily into texting, making SMS messaging an option for some brands.

Image via Shutterstock

Tags: Hispanic demographic trends, Hispanic marketing, Jumptap MobileSTAT, mobile marketing, mobile trends

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