Tuesday, December 21, 2010

Hispanics' Mobile Growth = Opportunity Knocking

By Aaron Baar, MediaPost.

Marketers looking to reach the growing Hispanic community in the United States may want to emphasize their mobile programs. According to new information from Scarborough Research, cell phone usage among the Hispanic population is increasing at a faster rate than it is among the general population.

According to the research, Hispanic cell phone usage increased 25% since 2005, compared with 18% for all adults in the U.S. With nearly exact usage rates among adults (84% of total adults use cell phones, compared with 82% of Hispanic adults), the research suggests not only that the usage rates are increasing among Hispanics, but that they may have reached a saturation point among the general population.

"[Hispanics] are the opportunity market," Alisa Joseph, vice president of advertiser and marketing services for Scarborough Research, tells Marketing Daily. "This is really the ideal niche way to reach the Hispanic market."

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