Mobile is the fastest-growing platform in the world. In the U.S., for example, there are more than 290 million mobile subscribers. And this growth is not only about penetration. It's reshaping the way consumers use their devices. The mobile industry estimates that, by the end of this year, almost 90 percent of all new phones sold in America will be smartphones.

In that same direction, according to Google, mobile web traffic will surpass PC traffic in 2013. It's clear that, for marketers, mobile marketing represents a powerful tool whose role needs to be redefined.

Digital Divide or Digital Conquest?

In the past months, many experts have been talking about a digital divide among Latinos. The notion that many Latinos are using their mobile device as the main, and many times only, way of accessing the Internet created a lot of reactions. Some say that this audience is losing a bigger, more complex experience by browsing the web via mobile instead of a regular PC.

When you analyze the smartphone penetration, almost half of Latinos own a smartphone, a much higher percentage than the general population. Important to note, 65 percent of Latinos use their handset as their primary access to the Internet. Even for its original purpose, talking, 60 percent of Latinos use their mobile phone as their primary phone service. Jokes aside, Latinos have a love affair with their mobile phones: 75 percent of adult Hispanics sleep with their phone.

If we go back to Google's projection on how the web is becoming mobile, it seems to me, more than a digital divide, Latinos are leading (or conquering) this new trend. READ MORE

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