Wednesday, December 7, 2011

Digging deeper to understand the Hispanic mobile opportunity

Dec 01, 2011 | by Jose Villa

Use of cell phones is second nature among U.S. Hispanics in the U.S; it seems to build upon this group’s cultural affinity for close connections. I would even venture to say that for many Hispanics, across age groups and acculturation levels, mobile is the first (and often the only) way they experience the Web; from recent immigrants to young 2nd or 3rd generation U.S. born Hispanics, the mobile Web IS the Internet. Considering that Hispanics are the fastest growing demographic group in the U.S., and that their purchasing power is expected to reach $1.3 trillion by 2015 (source: Packaged Facts, 2010), understanding how to reach them via mobile devices will increasingly define which brands will able connect with this coveted group, and how they will engage them successfully.

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