Advertising on mobile devices helps brands connect with Latino consumers

Research reveals that mobile ads resonate with Latinos .

Posted on Jun 16, 2014 by YuMe

The increased adoption of mobile devices around the world has created an environment where people are connected to the Internet at all times. According to recent data from the Pew Research Center's Internet Project. smartphone and tablet usage are both up. According to Pew, 58 percent of adults in the U.S. use a smartphone and 42 percent own a tablet.

Additionally, Pew's research revealed that 29 percent of those who own these devices stated they couldn't live without them, 44 percent sleep with their smartphone or tablet next to their beds to avoid missing messages or calls and 67 percent said they check their phones even when it hasn't alerted them to an incoming communication. This data suggests that companies that invest in advertising on mobile devices have a unique opportunity to make an impression with consumers. This also creates a distinct advantage over brands that don't utilize mobile advertising in its marketing strategies.

Mobile ads resonate better with Latino consumers
A study conducted by Pew in March 2013 revealed that Latinos have been rapid adopters of mobile technology. The Hispanic Trends Project revealed that 49 percent of Latino adults own a smartphone and 76 percent stated they use their devices for Internet access. Because of this, brands looking to make an impact with this particular demographic have the ability to do so using mobile ads.

In its recent study, "U.S. Hispanic Millennials: Bridging Cultural and Technology Gaps," eMarketer states that the 21 million Latinos that fall under the millennial group are uniquely receptive to receiving mobile ads on their devices. Of all the millennials in the U.S., Latinos make up 21 percent of the population.

Additionally, citing a study conducted by Experian Marketing Services in September of last year, eMarketer stated 18.7 percent of Hispanic millennials have no problem with brands advertising to them on their smartphones and tablets. In another positive sign for brands, the Experian poll revealed that 22.7 percent of Hispanics stated they would make a purchase based on a mobile ad.

Also, eMarketer cited a survey conducted by research company ThinkNow that revealed that 77 percent of millennials in the Hispanic demographic said mobile ads are useful sources of information about products and services.

The Latino community is one that many brands have been feverishly developing ways to better connect with and the data offered by Pew and eMarketer's may reveal that using mobile advertisements is the best way to accomplish this goal. This group is not only vast with relation to its total population, but it also has tremendous buying power as well. It would be to any company's advantage to try and capitalize on this from a marketing aspect.

Best practices for advertising to the Hispanic demographic on mobile
A separate article from eMarketer, citing data from a recent survey conducted by PricewaterhouseCoopers, revealed that Hispanics typically overindex other demographic groups when it comes to using smartphones and tablets. When compared to Pew's poll, the PwC study showed significant growth in smartphone and tablet adoption among Hispanic consumers.

PwC revealed 95 percent of Hispanics own a smartphone and 53 percent have a tablet. Both of these percentages were higher than any other non-Hispanic group.

It's clear that the best way to market to this demographic is through the use of mobile. To make any brands marketing strategy to Latinos more effective, eMarketer, citing a joint study conducted by ThinkNow and Sensis, suggests that companies create ads in both English and Spanish.

"Nearly half of Hispanic millennials are U.S.-born, are more acculturated and are consuming media in English," Annette Gonzalez-Malkin, Hunter Public Relations' vice-president, told eMarketer. "Still, they maintain a strong cultural duality. It's more about infusing advertising with cultural nuances."