Trends Report

Young Hispanics Lead In Mobile Activity But Don't Trust Mobile Ads Very Much

A Technographics® Data Essentials Document

June 9th, 2011
With contributors:
Reineke Reitsma , Tamara Barber , Samantha Jaddou

Summary

This Data Essentials report highlights the extent to which young Hispanic consumers are outpacing non-Hispanics in their use of mobile phones. Forrester's North American Technographics® Youth Online Survey, Q3 2010 (US) shows that Hispanic youth ages 13 to 17 are leading in both basic and advanced uses of the mobile channel. Investigating this group's behaviors helps market insights professionals understand early-adopter trends. But despite this high usage of mobile services, features, and activities, the mobile phone is still Hispanic youths' least trusted channel for advertisements.

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