Though we are still in the early days of mobile marketing, new technologies are allowing businesses to share their brand in revolutionary ways. Reports about new advertising techniques and ways to reach consumers on their mobile devices are flooding the blogosphere. But are advertisers paying attention to the changing face of the mobile marketplace? The real news flash: The Hispanic Market represents the fastest growing segment in the U.S.
This information from the Census Bureau and Nielsen is not really new. Marketers have been watching for years as this minority has grown into a significant force in the advertising world. Currently about 1 in 6 Americans are Hispanics. By the year 2050, however, Hispanics will represent one-third of the entire American populace.
These statistics are even more significant when we look at buying power. Hispanics command over $1 Trillion dollars in spending capital. The media have been aware of their buying power for a couple of years now: in 2012, the U.S. media spent $7.9 billion in advertising dollars that target Hispanic consumers.
Market analysts have been mining this data to find out what makes Hispanic consumers tick. The average age of Hispanics is 28 years old, and nearly 8% of Hispanics use their mobile devices to seek out content. Neilsen studies have shown that Hispanics outpace all other ethnic groups in mobile downloads of music and photos, and they are more likely than others to watch video on their mobile phones. Most Hispanics age 18 or older spend about 4.5 hours per day using social media. About half of Hispanics use social media during purchases, in the form of product reviews, the best deals, and to share their own shopping experiences. By incorporating this data into their strategies, mobile marketers have the opportunity to take advantage of how and where Hispanics spend their money.
Hispanics are also heavy phone users. On average, they send and receive more than 900 texts per month – more than any other ethnic group. Also, they make an average of thirteen calls per day, which is 40% more than the average U.S. consumer.
Hispanic consumers have a history of committing to certain brands. They are 25% more likely to follow a brand than the average U.S. adult. In a recent survey, 38% of Hispanics admitted that they generally select certain brands when they have customer loyalty programs. In a similar fashion: Hispanics are 18% more likely to follow a celebrity.
According to Nielsen, Hispanic video viewers are 68% more likely than non-Hispanic White viewers to watch video on the Internet, and 20% more likely to watch video on their mobile phone. This may be due to the fact that Hispanics are less likely to have internet access at home than the average U.S. consumer (14% less likely, in fact).
There is a wealth of data available surrounding customers in today’s fast-paced world of mobile marketing. Knowing the ways that Hispanics choose to do business can give you a leg up against the competition. By approaching the Hispanic population with a mobile app, service, or direct mobile marketing, marketers can successfully target a consumer base that practice brand loyalty and constant engagement. It’s time for mobile marketers to wake up to the thriving Hispanic market.