Thursday, August 5, 2010

Are Mobile Marketers Missing Most of Their Hispanic Audience?

At first glance, Hispanics appear highly engaged with mobile activities. A November 2009 Federal Communications Commission study found both Hispanic and black adults to be more active in a wide variety of mobile activities than their white counterparts.

A May 2010 Pew Internet & American Life Project survey similarly found English-speaking Hispanic mobile phone owners more active in every content area studied than white or black mobile users.

But a closer examination of Pew data released in July 2010 calls the extent of that activity into question.

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