September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next two weeks the Friday5 will focus on the digital trends regarding this influential and growing audience.
Hispanic consumers are not only the fastest growing demographic in the U.S., they are also leading growth in the ownership of mobile devices. According to Nielsen’s recent Digital Consumer Report, 72 percent of U.S. Hispanics own smartphones. According to BIA/Kelsey’s Consumer Commerce Monitor study, Hispanic consumers also spend more time using mobile devices and are more likely to use those devices for local shopping. Here is some key insight to consider when designing multicultural marketing strategies for mobile campaigns.
1. Hispanic Gen Xers Lead in Daily Tablet Usage
U.S. Hispanics own tablets at a higher rate than the general population and Hispanic Gen Xers are leading the way. According to a recent PricewaterhouseCoopers report, nearly two-thirds of U.S. Hispanics between the ages of 35 and 49 use a tablet every day, making them the leaders in daily tablet content consumption.
2. Latinos Lead U.S. Smartphone Use
According to a Nielsen report, Hispanics are purchasing smartphones faster than any other group of consumers. The report shows that 72 percent of Hispanic adults own smartphones, which is approximately 10 points higher than the national average. Nearly half of the Hispanic consumers surveyed in the report said they planned to upgrade to new devices within the next six months, which is a reflection of their willingness to adopt new technology.
3. Hispanics More Likely to Use Social Apps and Text
A PricewaterhouseCoppers’ report found that 74 percent of US Hispanic mobile phone users used apps to access social media at least once per week, compared to 73 percent for non-Hispanics. U.S. Hispanics were also more likely to communicate on a weekly basis via text messaging. Ninety-six percent of U.S. Hispanics used text messaging on a weekly basis compared to 92 percent of non-Hispanics.
4. Why Pandora is Booming with Hispanic Users
According to ComScore, Pandora was the No. 1 music streaming service for Hispanics for the month of June. Hispanics accounted for 25 percent of Pandora’s 76.4 million actively monthly unique visitors (MUV’s), which represents approximately 19 million Hispanic MUV’s. According to Experian’s 2014 Market Overview report, Hispanics are 17 percent more likely than non-Hispanics to access the Internet through their phone than a computer. In a move that recognizes this trend, iHeartMedia announced it will produce its first-ever Latin music festival in partnership with Live Nation. iHeartRadio Fiesta Latina is set to take place Nov. 22 at the Forum in Los Angeles and will feature performances by Ricky Martin, Daddy Yankee and many others. iHeartMedia’s music streaming company iHeartRadio is Pandora’s direct competitor.
5. US Hispanic Millennials More Receptive to Mobile Ads
According to an Experian report, U.S. Hispanic Millennials: Bridging Cultural and Technology Gaps, Hispanic millennials are more receptive to mobile advertising compared to their non-Hispanic counterparts. The study found that 18.7 percent of Hispanic consumers ages 18 to 34 were open to receiving ads on their mobile devices as compared to 8.5 percent of non-Hispanics in the same age group. 40 percent of Hispanics in this age group preferred to receive mobile ads in both English and Spanish.
What tips do you have for targeting the Hispanic mobile community?
This post was written by Melissa Quinones, Yocasta Shames Will Ayers