By now we all know that Hispanics account for one-half of the nation’s population growth. We also know, according to a new report by HispanTelligence, U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach as much as $1 trillion by 2010.  There is a recent study by eMarketer, which estimates there are 23 million Hispanics online, this translates to about 52% of the US Hispanic population.
What you many not know is that Hispanics over-index in mobile use and consumption according to ComScore; 71% compared to 48% of the general market.
Hispanics are actively watching mobile videos, they are more inclined to access news and information via mobile browsers, and play games more than the general market; 35% of Hispanics vs. 21%.  Hispanics also rate above average in ringtone purchases, photo messaging, and trading videos. They also use mobile phones to access a wide array of news and information services.
The information listed above makes mobile marketing a natural fit to target the Hispanic consumer. However, just because Hispanics over-index in mobile use, or the fact that Hispanics have an above average ad recall will not ensure success of a mobile marketing effort. In order to be successful you need to have content that is appealing, providing a short code is not enough. Use mobile marketing as an extension of your interactive and traditional advertising campaigns; cross platform campaigns will draw a bigger response. Another way to incorporate mobile is to leverage live events and on-the-ground street teams to drive the Hispanic target to participate with on-site events, like picture taking against green screens.
Remember, start small and keep things simple, use words that are recognizable by the target, regardless of the level of fluency in either Spanish or English.

Dan Peralta, Associate Creative Director

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