The Mobile Latino: Catch Me if You Can

8602360681?profile=originalThe Verizon iPhone is finally here, causing a lot of buzz and conversation around this expected news. For marketers targeting Latinos, this might be even bigger news, considering that currently 24 percent of all iPhones have been activated by Hispanics.

We all know that Hispanics are very mobile and are always on the go. For these reasons, cell phones are becoming a very powerful tool for them to stay connected to their social world. The use of cellular phones alone rose 26 percent from 2006 to 2010 among Latinos, compared to 18 percent of the general population. This notable increase shows that Hispanics are catching up: cellular phone penetration among Latinos has reached 82 percent, which is almost even with 84 percent of the overall population.

This is consistent with the growing trend of Hispanics cutting landlines and switching to mobile phones as their main source of communication. Some experts attribute this to the recession. But actually, when we take a deeper look at how Latinos use their mobile phones, there are many other reasons beyond the economy that are driving this behavior.

There are three key attributes driving the mobile Hispanic:

1. Social connectivity: Mobile applications have changed the role and landscape of marketing - and Latinos are all over it.
2. Fun experience: For Latinos, mobile is not about efficiency and multitasking, but about ubiquity and expanding their experiences.
3. Open to innovation: Contrary to many marketers' beliefs, Latinos are more receptive to new ways of using their mobile phones. READ MORE

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