Today's Date: March 28, 2024
Leading In-Home Care Franchise Looks to Expand in La Crosse   •   Tractor Supply Opens Applications for Second Annual Open Buying Days Event   •   Modern Health & Naomi Osaka’s Hana Kuma Launch Mental Health Focused Video Podcast Series “Can’t Wait To H   •   Reveal Technology, Inc. Receives $3.2M Award With U.S. Marine Corps Warfighting Laboratory (MCWL)   •   Green Boom Expands Product Line to The Home Depot   •   /R E M I N D E R -- Travelling for Easter? The Canada Border Services Agency gives tips for a smooth trip/   •   Boston Children’s Hospital and NRG Energy celebrate $1 million milestone, thanks to the Choose to Give program   •   Morningstar Publishes Fourth Annual Corporate Sustainability Report   •   $122.5 Million Healthcare Transformation Grant Launches Center for Better Aging   •   Jack Link’s® Unveils a Sweet Collaboration with Dr Pepper® That Brings Two Classic Tastes Together   •   Yiwugo Embraces Surge in Demand for Chinese Trendy Products: Hanfu & Handcrafted Beads in Vogue   •   ComPsych Corporation Announces 2023 Health at Work Award Winners   •   In 23rd Annual Sexual Assault Awareness Month Campaign, NSVRC Calls for Building Connected Communities to Prevent Sexual Violenc   •   ElementalTV and Spanglish Movies Partner to Accelerate US Hispanic Market Activations in CTV Advertising: 'Spanglish Audiences'   •   Black & Veatch Distributed Infrastructure Business Awarded Highest OSHA Star Recognition   •   Yamaha Motor Signs Technical Partnership with Lola Cars for Development and Supply of Powertrains for Formula E   •   Guaranteed Rate Welcomes New Atlanta Branch Manager, Carlos Mata   •   From Tee to Triumph: Teen Entrepreneur and Golf Sensation Hosts First Annual Autism Awareness Golf Tournament   •   Join Us as We Stand Together and March Against Hate in Dallas, Texas   •   BMO Recognized for Gender Equity by Report on Business' Women Lead Here List 2024
Bookmark and Share

Analysis: Hispanics Are Driving Force In Mobile Market

 NEW YORK -- Consumer and media research firm Scarborough Research has issued an analysis which finds that cellular usage is increasing at a faster rate among Hispanics than it is among the total population. The analysis is derived from the company's Hispanic Multi-Market Study, which compiles information on lifestyles, technology adoption, demographics and media usage among adults age 18+ in 34 of the largest Hispanic markets in the U.S. Scarborough finds that the percentage of Hispanic adults who use a cellular phone grew 26 percent since 2005, versus 18 percent for all adults. Currently, cellular usage among Hispanics is on par with that of the general population as 82 percent of Hispanic adults use a cellular phone, versus 84 percent of total adults.


Hispanics are more likely than other cellular users to text message. Sixty-four percent of Hispanics who use a wireless phone text message, versus 56 percent of all cellular users. This group is also more likely than other cellular users to use their wireless device to:

 

  • Download music: 22 percent of Hispanic cellular users download or listen to music via their wireless device, versus 15 percent of all wireless users.
  • Play games: 19 percent of Hispanic cellular users play games on their wireless device, versus 15 percent of all wireless users.
  • Access social networking: 12 percent of Hispanic cellular users social network via their wireless device, versus 10 percent of all wireless users.

Additionally, the Hispanic smartphone growth rate is outpacing that of the total population. Nineteen percent of Hispanic adults currently live in a household that owns one or more smartphones – such as Blackberries or iPhones –versus five percent in 2005. Twenty-three percent of the general population currently owns these devices in their household, growing from nine percent in 2007.

"The rise of smartphones and apps is redefining mobile marketing," said Alisa Joseph, vice president of advertiser and marketing services, Scarborough Research. "As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand."

"In addition to knowledge about cellular feature usage and the types of devices being used by this consumer group, marketers could get more detailed by uncovering insights on how Hispanic cellular usage varies locally. For example, according toScarborough, 96 percent of Hispanic adults in Atlanta use a wireless phone, versus 68 percent of those in Colorado Springs. So, clearly, understanding distinctions at the local level better informs strategy," Ms. Joseph continued.

SOURCE: Scarborough Research, Scarborough Hispanic Multi-Market Study, Release 1 2010 (Current Six Months)

About Scarborough Research

Scarborough Research measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research.Scarborough's core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually,Scarborough is a joint venture between Arbitron Inc. and The Nielsen Company.

 


STORY TAGS: HISPANIC, LATINO, MEXICAN, MINORITIES, CIVIL RIGHTS, DISCRIMINATION, RACISM, DIVERSITY, LATINA, RACIAL EQUALITY, BIAS, EQUALITY



Back to top
| Back to home page
Video

White House Live Stream
LIVE VIDEO EVERY SATURDAY
alsharpton Rev. Al Sharpton
9 to 11 am EST
jjackson Rev. Jesse Jackson
10 to noon CST


Video

LIVE BROADCASTS
Sounds Make the News ®
WAOK-Urban
Atlanta - WAOK-Urban
KPFA-Progressive
Berkley / San Francisco - KPFA-Progressive
WVON-Urban
Chicago - WVON-Urban
KJLH - Urban
Los Angeles - KJLH - Urban
WKDM-Mandarin Chinese
New York - WKDM-Mandarin Chinese
WADO-Spanish
New York - WADO-Spanish
WBAI - Progressive
New York - WBAI - Progressive
WOL-Urban
Washington - WOL-Urban

Listen to United Natiosns News