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BizReport : Mobile Marketing : January 13, 2011

Study: Mobile use among Hispanics rises 26%

According to a recent study from Scarborough Research, use of mobile phones by Hispanic adults has increased 26% since 2006, compared to only 18% among the general public.

by Helen Leggatt

Overall, Scarborough Research's "Hispanic Multi-Market Study" reveals mobile phone usage across the entire U.S. Hispanic population is approximately 82%, on a par with that of the general population (84%).

In fact, overall statistics for mobile usage by Hispanics are higher than the general population's average. Many Hispanics make their smartphone their first 'computer' purchase, due to affordability, and bypass the home computer which tends to be a more costly purchase.

Sixty-four percent of Hispanics with a mobile phone use it to text message, compared to 56% of all mobile users, and Hispanics are also more likely to download or listen to music on a wireless device (22 % vs. 15%), play games (19% vs. 15%), and access social networks (12% vs. 10%).

"The rise of smartphones and apps is redefining mobile marketing," said Alisa Joseph, Scarborough VP/Advertiser & Marketing Services. "As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand."

Tags: Hispanic targeting, mobile use

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