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/ 12.20.2010 12:00AM
Mobile Usage Surges Among U.S. Hispanics
NEW YORK: Mobile device usage is increasing at a faster
rate among Hispanics than it is among the total U.S. population, according to
Scarborough Research. The percentage of U.S. Hispanic adults who use a cell
phone increased 26 percent over the last five years, compared to 18 percent for
all U.S. adults. Cell usage among Hispanics is on par with the overall
population, however, with 82 percent using a cell versus 84 percent over all.
Scarborough said Hispanics are more likely than other cell users to text
message. Sixty-four percent of Hispanics who use a wireless phone text message,
versus 56 percent of all cellular users. This group is also more likely than
other cell users to use their wireless device to:
-- Download music: 22 percent of Hispanic cellular users download or listen to
music via their wireless device, versus 15 percent of all wireless users.
-- Play games: 19 percent of Hispanic cellular users play games on their
wireless device, versus 15 percent of all wireless users.
-- Access social networking: 12 percent of Hispanic cellular users social
network via their wireless device, versus 10 percent of all wireless users.
Additionally, the smartphone growth rate among Hispanics is outpacing that of
the total U.S. population. Nineteen percent of Hispanic adults currently live
in a household with one or more smartphones--such as Blackberries or iPhones--versus
five percent in 2005. Twenty-three percent of the general population currently has
a smartphone in their household, up from nine percent in 2007.
Smartphone adoption varies geographically, according to Scarborough. For
example, 96 percent of Hispanic adults in Atlanta use a wireless
phone, versus 68 percent of those in Colorado Springs, Colo., said
Scarborough’s Alisa Joseph.
“So, clearly, understanding distinctions at the local level better informs
strategy,” she said.
The analysis is derived from Scarborough’s Hispanic Multi-Market Study, which
compiles information on lifestyles, technology adoption, demographics and media
usage among adults age 18-plus in 34 of the largest Hispanic markets in the United
States.
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