U.S. Hispanic Audience Is Young, Diverse, Built for Mobile Advertising

Some 70.9 percent of English-speaking Hispanics consume mobile content in the United States, making them among the most active and engaged mobile-content consumers, according to M:Metrics, citing the market average of 47.9 percent, reports MarketingCharts.

Among the data reported by M:Metrics:

• Hispanic cell phone users skew much younger than average; the 18-34 age group comprises some 51.5 percent of the total Hispanic mobile population, compared with only 31 percent for the entire U.S. mobile population.
• The percentages of Hispanic mobile subscribers who watch 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 percent, compared with 9.6 percent of all subscribers.
• They also have a high propensity to play games, with 35 percent having played mobile games in March 2007, compared with 21 percent of the market on average.
• That pattern of above-average, active, engaged usage of mobile content is present in nearly all activities - ringtone purchases, photo messaging, trading video and frequently using mobile phones to access a wide array of news and information services:

“There is a strong correlation between age and mobile content consumption of all types,” said Evan Neufeld, vice-president of consulting and senior analyst at M:Metrics.

“The fact that so many young, English-speaking Hispanics are an active part of the mobile community makes mobile the ideal medium to reach this desirable consumer demographic.”