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Hispanic Mobile Opportunity |
Hispanic Mobile Opportunity - The mobile opportunity for Hispanics may be even bigger than the one of online access through PC's. The investment dollars of not just major telecommunication companies, but also PC makers are definitely pointing into that direction. With 40% of U.S. Hispanic adults accessing the Internet on their mobile phones and only 20% of marketers utilizing the channel to reach Hispanics, mobile marketing represents a unique opportunity combining near complete reach with unparalleled engagement.
But what strategy works for marketers hoping to leverage this opportunity to reach potential Hispanic customers? According to Gartner, more users globally will access the Internet via their mobile phones than PCs by 2013, and recent data from the Pew Research Center reveals that the U.S. Hispanic market is voracious in its mobile appetites. According to the study, 40 percent of Hispanic adults use their mobile phone to access the nternet and 59 percent of Hispanic teens access news on their mobile devices.
Higher indices of Hispanic smart phone ownership and usage, as well as significantly greater engagement with mobile content than the general market “may be the result of historically lower-than-average Internet access via PCs, which makes mobile devices an important alternate access mode and a key avenue for marketers looking to reach these audiences,” according to Noah Elkin, senior analyst for eMarketer. “And this applies to all points along the content value chain, from search engines to branded sites and messaging.”
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