The question isn’t whether or not Hispanic consumers adapt to mobile technology faster than their non-Hispanic counterparts. We know they do. The same goes for the frequency of mobile phone use. The questions are… To what degree? and For what purposes? Find out in this insightful new study by ThinkNow Research

1. Mobile Trends
2014

2. 1. Survey Background and Methodology
2. Summary of Key Findings
3. Survey Results
4. Appendix
Contents
2

3. Research Methodology
3
Method Online survey programmed and hosted by ThinkNow
Sample Size
• Hispanics: n=503
• Non-Hispanics: n=303
Screening Criteria • Age 18-64
Sample quotas
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Weighting applied to balance 2014 samples to U.S. Census data with respect to age, gender and
region.
Test areas / cities Nationwide
Fieldwork Timing February 2014
Survey margin of error
At the 95% confidence interval:
Hispanic sample (n=503) +/- 4.7%
Non-Hispanic sample (n=303) +/- 5.7%

4. Key Findings 1

5. Android is easily the most popular mobile phone operating system among Hispanic
consumers. Apple ranks second.
• 51% of Hispanics 18 to 64 reported owning an Android phone compared to 34%
among Non-Hispanics.
• Apple is the number two operating system among both Hispanics and Non-
Hispanics at approximately one-quarter each.
Hispanic adults are more likely to engage in mobile phone activities as compared to
Non-Hispanics, including (past week usage):
• Using an app (47% Hispanics vs. 34% Non-Hispanics)
• Using a search engine (45% vs. 35%)
• Watching a video (43% vs. 34%)
• Listening to music (45% vs. 34%)
• Playing a game (45% vs. 37%)
• Downloading an app (36% vs. 26%)
Key Findings
5

6. The types of applications used by Hispanics and Non-Hispanics are quite similar, with
games and social networks being the most common.
• Among ‘app’ users, the majority reported having apps for gaming (68 Hispanics vs.
74% Non-Hispanics) and social networking (62% vs. 67%) apps:
• Nearly all users of social networking apps use Facebook.
• The Instagram app is significantly more common among Hispanics (44% vs. 29%) while
Twitter is more popular among Non-Hispanics (61% vs. 45%)
• Other popular types of apps include music (52% Hispanics vs. 46% NH), weather
(50% vs. 55%) and banking (42% each).
Hispanics and Non-Hispanics alike feel that advertisements that are received on cell
phones are annoying. However, a significant number would be willing to put up with
those ads for lower payments and/or free services.
Agreement with Statements:
• I would be willing to receive advertisements on my cell phone in exchange for lower
monthly costs (57% agreement among Hispanics vs. 56% Non-Hispanics)
• I would be willing to receive advertisements on my cell phone in exchange for services such
as live TV or Text Messages (45% Hispanics vs. 42% Non-Hispanics)
Key Findings
6

7. Both Hispanics and Non-Hispanics agree that mobile phones are a useful vehicle for
obtaining information about bargains as well as new products and services.
Agreement with Statements:
• Mobile phones provide me with useful information about bargains (57% agreement
among Hispanics vs. 52% Non-Hispanics)
• Advertising on mobile phones provide me with useful information about new products and
services (44% vs. 42%)
• Advertising on mobile phones provide me with meaningful information about the product
use of other consumers (41% vs. 38%)
Hispanics on average text more people during the day than non-Hispanics (3.3 vs. 2.6)
• They also update their status on social media sites more frequently than non-Hispanics (4
times per day vs. 3.6)
Key Findings
7

8. Survey Results 2
8

9. 50%
25%
11%
14%
36%
23%
18%
23%
Android
Apple
Windows
Other
Hispanics
Non-Hispanics
Current Mobile Provider
Q: Which operating system does your current mobile phone use? Base: All respondents
Android is the most popular mobile phone operating system , particularly among Hispanic
consumers. Apple ranks second.
9

Hispanics (n=503), Non-Hispanics (n=303)
indicates statistically larger at
95% confidence


10. Activities Done on Mobile Phone in Past 7 Days
Q: Which of the following activities have you done with your mobile phone in the last 7 days?
Base: All respondents
Hispanics are significantly more likely to do most mobile phone activities compared to their
Non-Hispanic counterparts– especially the downloading and usage of apps.
10
59%
47%
45%
45%
45%
43%
42%
34%
35%
29%
27%
26%
15%
15%
14%
11%
52%
34%
35%
34%
37%
34%
33%
26%
31%
26%
22%
29%
6%
8%
8%
22%
Send a text to someone you know
Used an application or "App"
Used a search engine
Listened to music
Played a game
Watched a video
Visited or used a Social Networking site
Downloaded an application or "App"
Visited a website for Weather
Visited a website for News
Searched for information about a product
Looked at a text ad you received
Visited a website for Celebrity Gossip
Used a mobile coupon
Purchased a song
None of these
Hispanics
Non-Hispanics












Hispanics (n=503)
Non-Hispanics (n=303)
Non-Hispanics are twice
as likely to do none of
these activities
 indicates statistically larger at
95% confidence

11. 68%
62%
52%
50%
42%
32%
28%
28%
21%
19%
16%
10%
3%
74%
67%
46%
55%
42%
37%
23%
31%
26%
14%
16%
7%
3%
Games
Social Networking
Music
Weather
Banking/Finance
News
Movies
Shopping/Retail
Food/Cooking
Sports
Fitness
Healthcare
None of these
Hispanics
Non-Hispanics
Types of Apps Used in Past 7 Days
Q: Which of the following kinds of Apps have you personally used in the last 7 days? Base: Used an app in past 7 days
In general, Hispanics and Non-Hispanics use the same types of applications. Gaming and
social networking apps are easily the most popular among both groups.
11
Hispanics (n=235), Non-Hispanics (n=103)
indicates statistically larger at
95% confidence

12. Hispanics Non-
Hispanics
76% 79%
8% 10%
8% 6%
4% --
2% 4%
-- --
2% 1%
96%
45%
44%
42%
36%
18%
17%
99%
61%
29%
45%
32%
18%
16%
Facebook
Twitter
Instagram
Google+
Pinterest
LinkedIn
Snapchat
Hispanics
Non-Hispanics
Social Media Apps
Q: Which social media apps or sites do you currently use?
Q: Of the social media apps/sites you told us you use, which ONE site do you most prefer to access from your mobile?
Base: Have used social networking app in past 7 days
Facebook is the dominant social media app of both Hispanic and Non-Hispanic adults.
12
Social Networking Apps
Used in Past 7 Days


Hispanics (n=145), Non-Hispanics (n=70)
indicates statistically larger at
95% confidence
Favorite Social Networking App

13. Texting & Updating Status/Checking Social Media
Q: How many different people do you exchange text messages with on a typical day? Base: All Respondents.
Q: In a typical day, how many times do you use your cell phone to update your status or check in with social media sites?
Base: Use social networking app
On average, Hispanics exchange text messages with more people on a day-to-day basis
compared to Non-Hispanics.
13
8%
36%
34%
12%
10%
23%
36%
26%
6%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
None 1-2 3-4 5-6 7+
Hispanics
Non-Hispanics
Number of People Text With Per Day
Hispanics (n=503), Non-Hispanics (n=303)

Hispanics Non-
Hispanics
MEAN 3.3 2.6
11%
33%
21%
10%
25%
10%
34%
25%
9%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
None 1-2 3-4 5-6 7+
Hispanics
Non-Hispanics
Number of Times Use Cell
Phone to Update Status or
Check Social Media Sites
Hispanics (n=145), Non-Hispanics (n=69)
Hispanics Non-
Hispanics
MEAN 4.0 3.6
indicates statistically larger at
95% confidence

14. 80%
57%
57%
51%
45%
44%
41%
81%
56%
52%
57%
42%
42%
38%
Hispanics
Non-Hispanics
Attitudes About Mobile Advertising
Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes
closest to how you feel. Bases: All respondents.
Although Hispanics and Non-Hispanics agree that advertisements that are received on cell phones are
annoying, just over half of each group said they would put up with those ads in exchange for lower monthly
payments.
14
Hispanics (n=503), Non-Hispanics (n=303)
 indicates statistically larger at
95% confidence
Top 2 Box Agreement: Agree Completely/Somewhat
Advertisements on cell phones are annoying
I would be willing to receive advertisements on my cell phone
in exchange for lower monthly costs
Mobile phones provides me with useful information about
bargains
I just want to use my cell phone to make and receive calls and
don’t care about any other features
I would be willing to receive advertisements on my cell phone
in exchange for services, like live TV or Text Messages
Advertising on mobile phones provides me with useful
information about new products and services
Advertising on mobile phones provides me with meaningful
information about the product use of other consumers
Roughly 4-in-10 find
mobile ads to be useful in
providing info about
products/ services

15. Appendix: Sample Profile 3
15

16. Sample Profile
16
Metric
Hispanics
n=503
Non-
Hispanics
n=303 Metric
Hispanics
n=500
Non-
Hispanics
n=300
Male 48% 48% Marital Status:
Female 52% 52% Married 53% 41%
Single 30% 33%
Age: Separated/divorced 7% 10%
18 to 24 20% 15% Living with partner 8% 11%
25 to 34 27% 20% Widowed 2% 4%
35 to 44 24% 20%
45 to 54 18% 23% Average household size 3.4 3.0
55 to 64 11% 21%
Mean age 37 40 Have children <18 in HH 57% 41%
Census Region: Household Income:
Northeast 18% 20% Less than $40,000 43% 45%
Midwest 12% 24% $40,000 or more 54% 50%
South 35% 38% Mean Income $51,900 $46,400
West 36% 18%

17. Sample Profile – Cont.
17
Metric
Hispanics
n=503 Metric
Hispanics
n=503
Acculturation: Hispanic Origin:
Low Acculturation 16% Mexican 58%
Medium Acculturation 58% Puerto Rican 17%
High Acculturation 27% Cuban 8%
South American 11%
Language Spoken at Home: Central American 8%
Spanish only 10% Dominican 3%
Spanish mostly 26%
Spanish and English equally 27%
English mostly 18%
English only 19%

18. CONTACT
INFO:
2100 W. Magnolia Blvd.
Suite A-B
Burbank, CA 91506
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
818-843-0220 x102
roy@thinknowresearch.com