Monday, June 5, 2017

How to Understand the Growing Impact of Hispanic Marketplace - TG DAILY

by Susan Martinez
Originally published: June 2, 2017

Since the early-2000s when cell phones evolved from mobile dialing devices to “smart” phones for checking email, playing games, work and watching entertainment, it became very clear through research that the Hispanic population in the U.S. was a demographic consisting of eager and early adopters. While the research clearly showed Latin Americans taking to the newest gadgets – not all entertainment and telecom companies were spending the money to truly market to this important demographic. Or if they did, they took a “one-size-fits-all” approach and did not take cultural and generational differences into account.

Recent research from Pew shows that Latin American numbers lag behind other cultural groups in terms of having broadband in the home. This kind of research could easily explain some of lack of eagerness of companies to market to Latinos as a separate group. That said, scratching below the surface, additional study unearthed that more Hispanics were using their mobile and smart phones for all of their computing and movie watching needs. The research also found that younger Hispanics were in fact big adopters of broadband as well as smart phones.