Hispanic adults lead all other groups in wireless Internet access,according to the Pew Internet & American Life Project. The population of Hispanic mobile phone users skews younger than the Hispanic Internet population and has decidedly more males than the general Hispanic population. Hispanics cannot imagine daily life without their mobile phones and credit the technology with strengthening relationships and keeping them connected to their social world,not just friends and family. Although most do not buy products online, they use their mobiles in store aisles to check prices, inventory and which competitor may have an out-of-stock item that they want.

Marketers who are just turning to mobile will find a market well ahead of them. SMS, location-based services and QR codes offer huge opportunities to reach this audience. Once these mobile users are reached, marketers need to connect and engage with them, if they want to get a call back.

US Hispanic Mobile Phone Users, by Age, Q1 2010
(millions and % of total)

  • 13-17 1.64 (10.8%)
  • 18-24 3.38 (22.3%)
  • 25-34 4.31 (28.4%)
  • 35-44 2.81 (18.5%)
  • 45-54 1.86 (12.3%)
  • 55-64 0.65 (4.3%)
  • 65+ 0.51 (3.4%)

Note: total=15.15 million; numbers may not add up to total due to rounding
Source: comScore, provided to eMarketer, May 12, 2010
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