While customer service may offer “Prensa dos para el español,” research firm M:Metrics is finding that English-speaking Hispanics could be the audience advertisers desire most. Their recent findings suggest that 70.9 percent of English-speaking Hispanics use some form of mobile content in the United States, compared to the market average of 47.9 percent.
Hispanic cell phone users, says M:Metrics, also skew much younger than the average user, notably among the coveted 18-34 age group, which actually comprises more than 51.5 percent of the total Hispanic mobile population. In comparison, the 18-34 age group only accounts for 31 percent of the entire U.S. mobile population. Possibly for this reason Hispanic users show a higher propensity than average to play games, with 35 percent playing mobile games in March, and this pattern shows users engaged in other mobile activities, notably ringtone purchases, photo messaging and even trading of mobile video.
M:METRICS: HISPANICS A YOUNG, DIVERSE AUDIENCE BUILT FOR MOBILE ADVERTISING