by Amber Davis
WHAT’S HAPPENING
- According to a Nielsen study, heavy mobile use among Latinos shows no signs of letting up.
- Latinos are at least 68% more likely than non-Latino whites to watch videos online and are one-fifth more likely than non-Latino whites to watch videos on a mobile phone (TechCrunch.com, 4 April 2012).
- They also send and receive more SMS text messages each month than any other ethnic group and make 40% more calls per day than the typical US consumer.
- Relying on mobile may be more about access than lifestyle choices. Over 76% of all US households have Internet access at home. Though their broadband access is up 14% since this time last year, that number is only 62% for Latinos.
WHAT THIS MEANS TO BUSINESS
- The desire to stay connected to friends and family anywhere and everywhere certainly goes a long way toward explaining why Latinos are out-texting and out-calling the average mobile user in the US. The tendency to turn to social and familial networks first for everything from health concerns to purchase advice means reaching out more often.
- As tech evolves to make it easier and faster to download data and stream videos on-the-go, Latino-driven apps and sharing platforms are likely to pop up to meet Latinos’ unique behavioral needs.
RESOURCES
