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	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

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Executive Summary

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.

TABLE OF CONTENTS

• Hispanic Consumers Are Active Mobile Data Users
• Hispanic Mobile Data Users Are Technology Elite
• Hispanic Brand Adoption? Carriers Compete; Motorola Dominates

RECOMMENDATIONS

• Target Hispanics By Activity, Acculturation, And Media Consumption
• Supplemental Material
• Related Research Documents

This is an excerpt

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