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US Hispanics Super Mobile Consumers

(Posted on Sep 28, 2015 at 05:01AM by ComproCoches)

According to the most recent Total Audience Report from Nielsen, looking across the swath of digital consumers in the U.S., Hispanics are now the most avid smartphone users around. In fact, they are on their phones for more than 14 hours a week for app, audio, video and web purposes.

And, Nielsen Mobile Insights has found that the average Hispanic mobile user uses 658 minutes per month on their mobile plan, which is significantly more than the average of 510 minutes per month for all consumers. When broken down by Hispanic subgroups, bilingual Hispanics dominate in terms of minutes used, as they spend more than 762 minutes per month talking on their mobile devices.

This high level of mobile engagement parallels the high level of satisfaction that Hispanics have with their mobile service providers. Compared with all multicultural groups, Hispanics are consistently the most satisfied with their devices and carriers. These high levels of satisfaction also make them least likely to become “switchers” and change devices or carriers, suggesting that Hispanics stick with brands they like and are familiar with.

Hispanics More Satisfied With Their Devices Than Other Multicultural Groups

 

Mobile Device Satisfaction

Cohort

Overall

Price

Device

Customer Service

Sign Up

Hispanics

75%

59%

75%

72%

77%

African American

72

57

70

72

77

Asian

62

49

67

64

67

Source: Nielsen Mobile Insights, Q2 2015

From a holistic mobile perspective, Hispanics have become Super Consumers, says the report. Their high usage and engagement with mobile devices cross-functionally provides an interesting opportunity for those in the mobile space. With a population that will account for more than half of the population growth in the U.S. by 2020 and nearly 85% of growth by 2060, their current $1.4 trillion spending power will grow even larger.

These Super Consumers provide an opportunity for marketers and advertisers working anywhere around the mobile world, concludes the report, whether it be devices, apps or carriers, to grab the attention of these highly engaged and highly valuable consumers.

For more information from Nielsen, including a description of the research methodology, please visit here.


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