According to an article in HispanicPRBlog, Hispanics Will Spend $17.6B on Mobile Devices in 2012 – this from a Zpryme INFOgraphic report entitled “2012 Hispanic Mobile Consumer Trends.”
Based on a survey of Hispanic residents in the U.S., the report found that growth this year will be 30% for purchases of Mobile devices compared to 2011, while App purchases will total $500 Million, an increase of 67%. The report confirms that because Hispanics are less likely to own a home computer than the general market, “as a result, they turn to mobile devices for all-things-web.” (It should be noted, however, that the report seems to count laptops as a mobile device). Recent data from the Pew Hispanic Center and others has shown that Hispanics overindex in both smartphone and tablet penetration. The Zpryme report adds that “almost 20 percent of all social media activity by Hispanic consumers occurs on a smartphone.” After noting the Hispanic predisposition for interacting with online advertising, the article’s author delivers the following punchline: “Leaders in spending on Hispanic marketing have outperformed those firms who have not spent much on Hispanic advertising by 270 basis points in terms of organic sales growth in the United States over the last three years. ”
The report includes many interesting additional stats, including:
Over the next six months Hispanics are likely to purchase: smartphone (24%), laptop (21%), and tablet (18%).
Top three smartphone OS used by Hispanics: Android (27%), Apple (21%), and Blackberry (7%)
Top three mobile devices owned by Hispanics: laptop (70%), smartphone (52%), and mp3 player (42%)
Top three activities online by Hispanics are: (84%) email, (67%) social networking and (54%) video/music