eMarketer: Mobile Provides Valuable Link To Hispanic Demographic

The Hispanic population is a very mobile-savvy demographic, ripe with potential for brands reaching out to them, a new report published today by eMarketer suggests.

Hispanics have their mobile phones with them more than African Americans and even more than non-Hispanic whites, the report suggests, adding that marketers who are just turning to mobile will “find a market well ahead of them.”  Hispanic mobile phone users are younger than the Hispanic Internet population, according to eMarketer estimates and comScore, with 50.7% of mobile phone users being between 18 and 34 years of age compared with 35.6% in the same age group among Hispanic Internet users.

“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,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “Hispanic Mobile Users and Usage.”

Like most other consumers, Hispanic shoppers are looking for good deals, frequently using mobile devices to check on prices, product information and inventory while shopping in a store, according to a Sterling Commerce survey.  Retailers should take note, the report suggests, as Hispanics who are shopping in-store want to buy the product then and there.  If they don’t find it, 29% said they would use their mobile phone to locate an out-of-stock item at a competing retailer.

“In-store mobile marketing is the next big thing,” said Ms. Phillips. “Hispanics are not big online buyers, but they are using their mobile phones to check out products and deals while standing in the store aisles.”