Young Hispanics are ripe for mobile advertising

Rating: what are you waiting for?

By Annie Turner

M:Metrics reports that with 70.9% of English-speaking Hispanics consuming mobile content in the US, they are among the most active, engaged mobile content consumers. The measurement firm finds that the percentage of English-speaking Hispanics who consume media and information far surpasses the market average of 47.9%.

Age has a lot to do with it. More than 51.5% of the total Hispanic mobile population falls into the 18-34 age group whereas the 18-34 age group only accounts for 31% of the entire US mobile population. Already the likes of McDonald’s, Coca Cola, Ikea, Univision and Comedy Central have taking advantage of mobile advertising to reach these people.

The percentages of Hispanic mobile subscribers who watched mobile video or listened to music side loaded from their PC are more than double the industry average. They are also similarly more inclined to access news and information via mobile browser, at 18.8% compared to 9.6% of all subscribers.

Some 35% of this demographic play mobile games in March, compared to 21% of the market on average. This pattern of above average usage of mobile content is present in almost all activities, from ringtones to photo messaging and trading videos.

Fantastic that such a high number of younger Hispanic people are so tech savvy and are being courted by the big brands via mobile. They can safely expect a lot more attention from the big brands in the coming months.

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