Consumer and media research firm Scarborough Research issued an analysis which finds that cellular usage is increasing at a faster rate among Hispanics than it is among the total population. The analysis is derived from the company’s Hispanic Multi-Market Study, which compiles information on lifestyles, technology adoption, demographics and media usage among adults age 18+ in 34 of the largest Hispanic markets in the U.S. Scarborough finds that the percentage of Hispanic adults who use a cellular phone grew 26 percent since 2005, versus 18 percent for all adults. Currently, cellular usage among Hispanics is on par with that of the general population as 82 percent of Hispanic adults use a cellular phone, versus 84 percent of total adults.

Hispanics are more likely than other cellular 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 cellular 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 Hispanic smartphone growth rate is outpacing that of the total population. Nineteen percent of Hispanic adults currently live in a household that owns one or more smartphones such as Blackberries or iPhones versus five percent in 2005. Twenty-three percent of the general population currently owns these devices in their household, growing from nine percent in 2007.

“The rise of smartphones and apps is redefining mobile marketing,” said Alisa Joseph, vice president of advertiser and marketing services, Scarborough Research. “As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand.”

“In addition to knowledge about cellular feature usage and the types of devices being used by this consumer group, marketers could get more detailed by uncovering insights on how Hispanic cellular usage varies locally. For example, according to Scarborough, 96 percent of Hispanic adults in Atlanta use a wireless phone, versus 68 percent of those in Colorado Springs. So, clearly, understanding distinctions at the local level better informs strategy,” Ms. Joseph continued.

SOURCE: Scarborough Research, Scarborough Hispanic Multi-Market Study, Release 1 2010 (Current Six Months)

About Scarborough Research

Scarborough Research (www.scarborough.com, info@scarborough.com) measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research. Scarborough’s core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).