As the mobile phone industry becomes both more useful and affordable with each passing day, the mobile market is expanding to different cultures around the world. The fastest-growing mobile market is within the Hispanic population in the America’s, especially in the United States. Nearly 94% of Hispanics in the United States use mobile regularly, 51% of which own smartphones (hispanicmarketinfo.com). 87% of Hispanic households own more than one mobile device at home and use them more than their PC or laptop. 64% of these mobile users text message daily versus just 56% of the entire U.S. market, and 12% use social networking sites via their mobile devices, versus just 10% of the general market (clubtextea.com). According to a report by The Hispanic Institute in May 2011, 53% of U.S. Hispanics use mobile devices to access the Internet, while only 33% of non-Hispanic whites use the mobile web (notixtech.com). Major Hispanic networks and brands such as Univision and ESPN Deportes have also made considerable adaptations to their mobile websites to make information more easily accessible for mobile guests. These brands have also made innovations by creating SMS/MMS interactions with their mobile audience, including event alerts and text-to-enter contests, that allow for both greater publicity and marketing opportunities. Advances in mobile retail by companies have also had an appeal to Hispanic shoppers, as 16% of Hispanic shoppers use their mobile devices to make purchases, compared to 10% of Caucasians (hispanicmarketinfo.com). With the constant growth of the mobile world, businesses big and small will be looking for new and relevant ideas to target the varying demographics throughout the U.S. and the world. Because Hispanics are so prominent in the mobile market, it is crucial for these companies to show a direct focus towards the Hispanic population to ensure maximum benefit for all parties.
(a Heineken sweepstakes ad for it’s Hispanic audience)
- Nearly 94% of Hispanics in the United States use mobile regularly, 51% of which own smartphones.
- 87% of Hispanic households own more than one mobile device at home and use them more than their PC or laptop.
- 53% of U.S. Hispanics use mobile devices to access the Internet.