February 2, 2007

Hispanics Connect To Mobile Data

Hispanic Mobile Data Users Are A Small But Attractive Group

by Tamara Barber

with Charles S. Golvin, Ted Schadler

Executive Summary (This is a document excerpt)

Marketers who target Hispanic mobile data users — whether with new mobile applications or with marketing campaigns delivered via mobile phone — will find a small, but receptive, set of Hispanic consumers with money to spend. Hispanics are active mobile data users, outpacing non-Hispanics on every mobile data activity we ask about. And although they slightly lag non-Hispanics in technology adoption and income, Hispanic mobile data users are still an attractive segment. To fine-tune their marketing to this group, carrier and handset technology product marketers and their partners should target based on mobile activity, acculturation, and media consumption.

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