Spanish mobile users and use
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Hispanics love their mobile phones and take them everywhere—more than non-Hispanic whites and, in many cases, more than blacks. Marketers who are just turning to mobile will find a market well ahead of them.
US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Adults Who Access the Internet Wirelessly, by Race/Ethnicity, December 2009 (% of respondents in each group)US Mobile Phone Users, by Race/Ethnicity, November 2009 (% of respondents)Media/Consumer Electronics Used Regularly* According to US Hispanics, by Language Dominance and Nativity, December 2009 (% of respondents in each group)US Consumers Who Own a Mobile Phone, by Age, 2006-2009 (% of respondents in each group)US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Hispanic Internet Users, by Age, March 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Gender, Q1 2010 (millions and % of total)US Male Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Female Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Income, Q1 2010 (millions and % of total)US Hispanic Internet Users, by Household Income, March 2010 (millions and % of total)Amount US Hispanic and Non-Hispanic Mobile Phone Owners Spend on Mobile Phone Bill*, December 2009 (% of respondents in each group)Mobile Services US Hispanic and Non-Hispanic Mobile Phone Owners Have on Their Phones, December 2009 (% of respondents in each group)Mobile Internet Access and DevicesUS Mobile Internet Users, 2008-2013 (millions and % penetration)US Adult Mobile Internet Users Who Have At-Home Internet or Broadband Access, by Race/Ethnicity, November 2009 (% of respondents)US iPhone and iPod touch Users, by Race/Ethnicity, December 2009 (% of total)US Consumers Who Have Used the Internet on a Mobile Device, by Race/Ethnicity, 2007 & 2009 (% of respondents in each group)US Mobile Internet and Mobile Video Users, by Race/Ethnicity, Q3 2009 (% of respondents in each group)US Hispanic and Non-Hispanic Mobile Phone Owners, by Segment, Fall 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Their Phones, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Service Providers, December 2009 (% of respondents in each group)Length of Time US Hispanic and Non-Hispanic Mobile Phone Owners Have Been with Their Current Provider, December 2009 (% of respondents in each group)Select Mobile Phone Activities of US Adults, by Race/Ethnicity, November 2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Race/Ethnicity, September 2009 (% of respondents in each group)US Twitter Users, by Race/Ethnicity, February 2010 (% of respondents)US Mobile Device Owners Who Would Use a Mobile Device for Shopping Activities, by Race/Ethnicity, January 2010 (% of respondents)Frequency with Which US Internet Users Use Mobile Location-Based Services*, by Race/Ethnicity, March 2010 (% of respondents)Attitudes Toward Mobile AdvertisingAttitudes* of US Hispanic Consumers Toward Advertising, by Language Preference, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Advertising, December 2009 (% of respondents in each group)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Race/Ethnicity, March 2010 (% of respondents)US Mobile Internet Users, 2008-2013 (millions and % penetration)US Hispanic and Non-Hispanic Mobile Phone Owners, by Segment, Fall 2009 (% of respondents in each group)US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Adults Who Access the Internet Wirelessly, by Race/Ethnicity, December 2009 (% of respondents in each group)US Mobile Phone Users, by Race/Ethnicity, November 2009 (% of respondents)Media/Consumer Electronics Used Regularly* According to US Hispanics, by Language Dominance and Nativity, December 2009 (% of respondents in each group)US Consumers Who Own a Mobile Phone, by Age, 2006-2009 (% of respondents in each group)US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Hispanic Internet Users, by Age, March 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Gender, Q1 2010 (millions and % of total)US Male Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Female Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Income, Q1 2010 (millions and % of total)US Hispanic Internet Users, by Household Income, March 2010 (millions and % of total)Amount US Hispanic and Non-Hispanic Mobile Phone Owners Spend on Mobile Phone Bill*, December 2009 (% of respondents in each group)Mobile Services US Hispanic and Non-Hispanic Mobile Phone Owners Have on Their Phones, December 2009 (% of respondents in each group)US Mobile Internet Users, 2008-2013 (millions and % penetration)US Adult Mobile Internet Users Who Have At-Home Internet or Broadband Access, by Race/Ethnicity, November 2009 (% of respondents)US iPhone and iPod touch Users, by Race/Ethnicity, December 2009 (% of total)US Consumers Who Have Used the Internet on a Mobile Device, by Race/Ethnicity, 2007 & 2009 (% of respondents in each group)US Mobile Internet and Mobile Video Users, by Race/Ethnicity, Q3 2009 (% of respondents in each group)US Hispanic and Non-Hispanic Mobile Phone Owners, by Segment, Fall 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Their Phones, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Service Providers, December 2009 (% of respondents in each group)Length of Time US Hispanic and Non-Hispanic Mobile Phone Owners Have Been with Their Current Provider, December 2009 (% of respondents in each group)Select Mobile Phone Activities of US Adults, by Race/Ethnicity, November 2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Race/Ethnicity, September 2009 (% of respondents in each group)US Twitter Users, by Race/Ethnicity, February 2010 (% of respondents)US Mobile Device Owners Who Would Use a Mobile Device for Shopping Activities, by Race/Ethnicity, January 2010 (% of respondents)Frequency with Which US Internet Users Use Mobile Location-Based Services*, by Race/Ethnicity, March 2010 (% of respondents)Attitudes* of US Hispanic Consumers Toward Advertising, by Language Preference, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Advertising, December 2009 (% of respondents in each group)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Race/Ethnicity, March 2010 (% of respondents) Hispanics love their mobile phones and take them everywhere—more than non-Hispanic whites and, in many cases, more than blacks. Marketers who are just turning to mobile will find a market well ahead of them.
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Hispanics love their mobile phones and take them everywhere—more than non-Hispanic whites and, in many cases, more than blacks. Marketers who are just turning to mobile will find a market well ahead of them.
Hispanic adults lead all other groups in wireless Internet access, according to the Pew Internet & American Life Project. The population of Hispanic mobile phone users skews younger than the Hispanic Internet population and has decidedly more males than the general Hispanic population.
Hispanics cannot imagine daily life without their mobile phones and credit the technology with strengthening relationships and keeping them connected to their social world, not just friends and family. Although most do not buy products online, they use their mobiles in store aisles to check prices, inventory and which competitor may have an out-of-stock item that they want.
SMS, location-based services and QR codes offer huge opportunities to reach this audience. Once these mobile users are reached, marketers need to connect and engage with them, if they want to get a call back.
Key questions this report answers:
What does the Hispanic mobile market look like?Which mobile devices do Hispanics use to go online?Are Hispanics amenable to viewing mobile advertising?How can marketers reach this mobile audience?Hispanics love their mobile phones and take them everywhere—more than non-Hispanic whites and, in many cases, more than blacks. Marketers who are just turning to mobile will find a market well ahead of them.US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Adults Who Access the Internet Wirelessly, by Race/Ethnicity, December 2009 (% of respondents in each group)US Mobile Phone Users, by Race/Ethnicity, November 2009 (% of respondents)Media/Consumer Electronics Used Regularly* According to US Hispanics, by Language Dominance and Nativity, December 2009 (% of respondents in each group)US Consumers Who Own a Mobile Phone, by Age, 2006-2009 (% of respondents in each group)US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Hispanic Internet Users, by Age, March 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Gender, Q1 2010 (millions and % of total)US Male Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Female Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Income, Q1 2010 (millions and % of total)US Hispanic Internet Users, by Household Income, March 2010 (millions and % of total)Amount US Hispanic and Non-Hispanic Mobile Phone Owners Spend on Mobile Phone Bill*, December 2009 (% of respondents in each group)Mobile Services US Hispanic and Non-Hispanic Mobile Phone Owners Have on Their Phones, December 2009 (% of respondents in each group)Mobile Internet Access and DevicesUS Mobile Internet Users, 2008-2013 (millions and % penetration)US Adult Mobile Internet Users Who Have At-Home Internet or Broadband Access, by Race/Ethnicity, November 2009 (% of respondents)US iPhone and iPod touch Users, by Race/Ethnicity, December 2009 (% of total)US Consumers Who Have Used the Internet on a Mobile Device, by Race/Ethnicity, 2007 & 2009 (% of respondents in each group)US Mobile Internet and Mobile Video Users, by Race/Ethnicity, Q3 2009 (% of respondents in each group)US Hispanic and Non-Hispanic Mobile Phone Owners, by Segment, Fall 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Their Phones, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Service Providers, December 2009 (% of respondents in each group)Length of Time US Hispanic and Non-Hispanic Mobile Phone Owners Have Been with Their Current Provider, December 2009 (% of respondents in each group)Select Mobile Phone Activities of US Adults, by Race/Ethnicity, November 2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Race/Ethnicity, September 2009 (% of respondents in each group)US Twitter Users, by Race/Ethnicity, February 2010 (% of respondents)US Mobile Device Owners Who Would Use a Mobile Device for Shopping Activities, by Race/Ethnicity, January 2010 (% of respondents)Frequency with Which US Internet Users Use Mobile Location-Based Services*, by Race/Ethnicity, March 2010 (% of respondents)Attitudes Toward Mobile AdvertisingAttitudes* of US Hispanic Consumers Toward Advertising, by Language Preference, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Advertising, December 2009 (% of respondents in each group)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Race/Ethnicity, March 2010 (% of respondents)US Mobile Internet Users, 2008-2013 (millions and % penetration)US Hispanic and Non-Hispanic Mobile Phone Owners, by Segment, Fall 2009 (% of respondents in each group)US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Adults Who Access the Internet Wirelessly, by Race/Ethnicity, December 2009 (% of respondents in each group)US Mobile Phone Users, by Race/Ethnicity, November 2009 (% of respondents)Media/Consumer Electronics Used Regularly* According to US Hispanics, by Language Dominance and Nativity, December 2009 (% of respondents in each group)US Consumers Who Own a Mobile Phone, by Age, 2006-2009 (% of respondents in each group)US Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Hispanic Internet Users, by Age, March 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Gender, Q1 2010 (millions and % of total)US Male Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Female Hispanic Mobile Phone Users, by Age, Q1 2010 (millions and % of total)US Hispanic Mobile Phone Users, by Income, Q1 2010 (millions and % of total)US Hispanic Internet Users, by Household Income, March 2010 (millions and % of total)Amount US Hispanic and Non-Hispanic Mobile Phone Owners Spend on Mobile Phone Bill*, December 2009 (% of respondents in each group)Mobile Services US Hispanic and Non-Hispanic Mobile Phone Owners Have on Their Phones, December 2009 (% of respondents in each group)US Mobile Internet Users, 2008-2013 (millions and % penetration)US Adult Mobile Internet Users Who Have At-Home Internet or Broadband Access, by Race/Ethnicity, November 2009 (% of respondents)US iPhone and iPod touch Users, by Race/Ethnicity, December 2009 (% of total)US Consumers Who Have Used the Internet on a Mobile Device, by Race/Ethnicity, 2007 & 2009 (% of respondents in each group)US Mobile Internet and Mobile Video Users, by Race/Ethnicity, Q3 2009 (% of respondents in each group)US Hispanic and Non-Hispanic Mobile Phone Owners, by Segment, Fall 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Their Phones, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Service Providers, December 2009 (% of respondents in each group)Length of Time US Hispanic and Non-Hispanic Mobile Phone Owners Have Been with Their Current Provider, December 2009 (% of respondents in each group)Select Mobile Phone Activities of US Adults, by Race/Ethnicity, November 2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Race/Ethnicity, September 2009 (% of respondents in each group)US Twitter Users, by Race/Ethnicity, February 2010 (% of respondents)US Mobile Device Owners Who Would Use a Mobile Device for Shopping Activities, by Race/Ethnicity, January 2010 (% of respondents)Frequency with Which US Internet Users Use Mobile Location-Based Services*, by Race/Ethnicity, March 2010 (% of respondents)Attitudes* of US Hispanic Consumers Toward Advertising, by Language Preference, December 2009 (% of respondents in each group)Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Advertising, December 2009 (% of respondents in each group)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Race/Ethnicity, March 2010 (% of respondents) Hispanics love their mobile phones and take them everywhere—more than non-Hispanic whites and, in many cases, more than blacks. Marketers who are just turning to mobile will find a market well ahead of them. BIGresearch
comScore Inc.
comScore Media Metrix
Edison Research
eMarketer
Experian Simmons
Federal Communications Commission (FCC)
Greystripe Inc.
Luth Research
Mobile Marketing Association (MMA)
Pew Internet & American Life Project
Sterling Commerce
The Nielsen Company
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