Tuesday, April 24, 2012 - 12:20pm
Hispanics are one of the leading demographics in terms of mobile usage, smartphone penetration and web radio listening, according to a new round of studies.
Nielsen found that Hispanics "outpace all other ethnic groups in mobile downloads of music and photos" and are "heavy phone users in general." The demo is 25% more likely to follow a brand online, Nielsen says, and is more likely to consume mobile multimedia.
Meanwhile, eMarketer found that around 43% of Hispanics own a smartphone in 2012 (compared to the overall rate of 36.6%). The company predicts nearly 63% will own a smartphone by 2016.
As we reported last week, The Media Audit found that more than 25% of Hispanics had listened to Internet radio in the past 7 days (RAIN coverage here). That outpaces the overall adult 18+ rate of under 20%.
Interestingly, The Media Audit also found that web radio is popular amongst cellphone-only consumers. And Nielsen found that Hispanics are less likely to have a home broadband connection than the average U.S. consumer (62% compared to 76%).
"If you’re building a mobile app or service -- especially a social or entertainment-focused service," writes TechCrunch, "you would be lucky to have a group that’s as engaged as this one is to tap into."
You can find more on Nielsen's research here and more from eMarketer here.