Social Shopping: Designing Mobile Experiences for Hispanic Shoppers and Their Companions

INTRODUCTION
INTRODUCTION

Smartphone usage in the U.S. is rapidly approaching the 100-million-user milestone, and U.S.
Hispanics are leading the charge. According to one estimate, Hispanics are almost 17% more likely
to access the mobile web than are general market mobile consumers (eMarketer November 16,
2011), and have been significantly quicker to adopt smartphones (Nielsen February 1, 2011).

Accordingly, the retailer response must evolve rapidly. On-the-fly comparison-shopping, scanning,
and research are creating new ways for marketers to engage in-aisle customers. What are the best
ways for retail marketers to engage Hispanics?

The White Horse Digital Futures Group previously presented a strategic framework entitled, “The
Future of In-Aisle Mobile.” For this subsequent report, White Horse teamed with Sensis, a leading
digital-centric advertising agency with extensive experience in the U.S. Hispanic market, to study
the in-store mobile experiences of U.S. Hispanics.

This report is the result of a program of intensive research undertaken by the White Horse/Sensis
team in late 2011. The research was both qualitative and quantitative. The first phase consisted
of onsite observational fieldwork in Los Angeles, where we observed 15 Hispanic smartphone
owners using their mobile devices to help them shop in retail stores. In the second phase, we
conducted a nationwide quantitative survey of 500 Hispanic smartphone owners who use their
mobile devices to help them shop in brick-and-mortar venues.

The result is a new body of understanding that builds on our previous framework and extends
its implications for Hispanic in-store mobile shoppers. It reveals much about their motivations and
exposes important new patterns that marketers should take into account if they are to develop
relevant mobile tools and services for Hispanics.

Note that we will use the phrase “Hispanic mobile shoppers” throughout this report for brevity.
However, this phrase will always refer to a special subset of those shoppers who own smartphones
and use their smartphones to help them shop in brick-and-mortar retail stores.

“Chapter 1: Social Shopping” is the first of three planned reports that present our findings and
recommendations. It addresses one of the more pronounced dimensions of Hispanic experience
relative to the general market: the importance of social shopping, i.e. having shopping companions.

© 2012 White Horse Productions, Inc. Content may not be reused without permission. | 877.471.4200

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

In-store mobile experiences tend to be designed for individuals; they are “single-centric.” Mobile
retail experiences today tend to require customers to ignore others whom they purposefully
bring along to share the experience. This poses a challenge for Hispanics who prefer to shop
with others rather than to shop by themselves — particularly when purchasing expensive items
— but opportunities exist for retailers to better engage this growing segment.

Hispanics place less importance on the use of mobile product reviews than general market
shoppers. Only half as many Hispanic smartphone shoppers say they have searched for product
reviews or recommendations while in-store.
Since much shopping is done in the company of others, especially among Hispanic in-store
mobile shoppers, retailers should do a better job of including companions in their design of new
mobile experiences.

Retailers should consider building more “social” mobile experiences that can accommodate
more than one user at once. This may include multi-device, multi-user experiences with human
factors improvements that allow rapid scanning and fluid physical interactions with companions
and products.


SOCIAL SHOPPING
SOCIAL SHOPPING

For Hispanic smartphone owners, a shopping trip often involves several people. This is also true for
the general market, but its importance for Hispanics is paramount.

We first noticed the pattern of bringing shopping companions when Hispanic research participants
kept arriving at our field research sessions with people they had brought along—the kids, a cousin,
a spouse, a friend—without so much as a word of warning. They seemed to regard companionship
for shopping as simple common sense. As Miguel, 20-something college student, put it:

“It’s always more fun [shopping] with someone else. I hate doing it alone. I might
shop with my girlfriend, brothers, cousins. I’d only be alone if it were very last
minute or I was on my way from some place.”

Miguel’s cousin Elsa, whom he’d brought with him to our session, added, laughing, “Even when he
is alone he’ll take a picture of something and send it to me!” Miguel and Elsa’s opinions were hardly
unique and they provoke important questions for the design of mobile experiences.

• To what extent are mobile apps and websites today designed for use by multiple people
operating the same phone?

• What about people operating their own phones, but using the same mobile apps or
websites simultaneously?

• How much do retailers’ mobile apps and sites leverage the in-store social dimension of
shopping experience?

The answer to each of these questions is “Not much.”

Consider another example. While shopping with us at Macy’s, Adaa 26-year-old homemaker, had
just scanned a QR code on an Andrew Charles poster, resulting in the download of a music video
of celebrities wearing the clothing she was perusing.

“If I’m shopping alone, [getting a video] is great because I’m looking at the video,
and I’m entertaining myself while I’m shopping, you know? But if I’m with someone, I
don’t want to be looking at the video. I want to have a conversation with them.”


Social Shopping

Preference for shopping with others (n=500)

Why should Ada spend time in the aisle yes, and particularly when they are purchasing
watching promotional videos when she’s expensive items like electronics or home
brought along her fiancé specifically to help appliances. As the charts below indicate, 68%
her find the right clothes? “If I was alone, maybe of Hispanic smartphone shoppers prefer to
I’d watch them because I was bored,” she said. shop with at least one companion when buying
“Maybe.” expensive items. About half also prefer to shop
with others even when buying everyday items
What Ada was looking for from the mobile such as groceries or soap.
experience, she said, was information about the
products, as well as access to deals in a way that Such patterns matter for mobile marketing
could make the experience, if not more fun and at retail. In the situations where Hispanic
exciting for both Ada and her fiancé, sharable smartphone shoppers most utilized their
enough to enjoy together. smartphones at retail—scanning and comparing
prices, checking items off shopping lists, tracking
We will be offering specific ideas on ways to items against a budget, using SMS discount
solve these kinds of challenges later in this codes—only a single user at a time was able
report. For now, we will illustrate ways in which to interact with applications on their mobile
the social dimension of shopping is so critical device. Moreover, according to our observations,
to Hispanic smartphone shoppers in retail the user did so at the expense of ignoring the
environments. others whom she had brought along to share
the experience.

Hispanic mobile shoppers prefer
company Current mobile experiences are
“single-centric”
Do Hispanics prefer to shop with others over
shopping alone? According to our survey results, We refer to the tendency to design mobile


Social Shopping

physical interactions with her daughters (like
handholding and arm-guiding) and limited her
interactions with physical products, too.

Human factors problems were just the tip of
the iceberg. The in-store experience as a whole
was single-centric. One of Celia’s daughters
might check something off the list for her, but
there was no way for Celia to see who had
checked off which item, to ensure accuracy.
Celia and two daughters shopping at a Vallarta The other daughter might remind Celia of the
grocery store. Head down, Celia narrows her gaze to
focus on the details of her electronic shopping list.
running total of products purchased, but the
math was done in their collective mind, adding
yet another layer of distraction to their social
experiences for individuals as “single-centrism.” shopping experience.
Many of the symptoms of single-centrism show
up in the form of human factors problems. A more ideal mobile experience for Celia
For instance, Celia, a mother of five, was and her daughters would be one that allowed
shopping at a Vallarta supermarket (a Southern mom to keep her eyes on her daughters, that
California Hispanic-tailored retailer) with two afforded one-handed use, and that helped her
of her daughters. The family worked with the to keep track of the total being spent without
efficiency of a trained corporate task force, but having to think about it.
the available mobile experience seemed only to
slow them down. A better mobile app, for instance, would display
just one or two items on screen, would quickly
Celia used her smartphone to check items off identify different users and track their input
a shopping list while directing her daughters to by passive data entry (e.g., the smartphone’s
help her find and load products into the cart. camera), and would keep a running total of the
Meanwhile, she continually kept track of her items that end up in her shopping cart. Even if
total to match a strict budget. The tasks required not combined into a single mobile experience,
her to quickly shift her gaze from the screen to any one of these capabilities would keep the
the shelf, from the shelf to the cart, and from family more engaged with one another, and
the cart to her daughters without pausing. thus more able to enjoy their experience in the
retailer’s aisles.
Celia’s shopping list app (cleverly named
“Shopping List”) contained too many line The retailer’s sponsorship of such an
items for her to scan quickly. Reviewing experience would position it to leverage all
her list required her to continually refocus of the advantages that come from superior
and concentrate. Both the app and store customer engagement, and guide customers
websites she consulted were impossible to to appropriate offers at the moment of
access with one hand. This constrained her consideration.


Social Shopping

Hispanic mobile shoppers bring others for advice—and for company

As suggested by the differences between Celia, utilized by different parties in the household.
the busy grocery shopper, and Ada, the clothes
shopper browsing with her fiancé, the reasons But when buying more every-day-use items
for shopping with others vary depending on such as groceries and healthcare goods, their
the objective of the trip. Accordingly, the mobile motives are more diverse and involve shared
experience that facilitates the experience should experiences. When taken together, “spending
be different, too. time together” and “fun” were the primary
reasons for social shopping among 40% of
Above are survey data that reveal the Hispanic mobile shoppers when buying every-
motivations for social shopping in two very day-use items.
different general scenarios: shopping for
expensive items and shopping for every-day use To understand this pattern from the customer’s
items. perspective, consider the situation of Celia
and her daughters at the grocery store. Their
When buying more expensive items, like reasons for shopping together at Vallarta
electronics and home appliances, advice is Supermarket were varied, but spending time
crucial. Hispanic mobile shoppers look for with each other was especially important. As
perspective from people they can trust, Celia put it, “We’re all so busy all week. At least
especially spouses, friends, and siblings (see chart when we’re shopping I have some time to bond
below, “With whom do you prefer to shop?”). with my daughters.” She described grocery
This is of particular importance when consensus shopping as a “learning opportunity” for the
is necessary, for example, when the item to be girls, as well as a learning experience for her
purchased (i.e. a home theatre system) will be relative to mobile shopping tools.


Social Shopping

At the same time, Celia’s bringing her daughters bantering, showing each other whatever
filled many functional needs, too: advising, attracted their attention. Neither of them found
approving items for shared use, finding items, it natural to work their smartphones much
matching to sales, loading groceries, and so while shopping. “That would really slow me
forth. As shown in the table below, children are down,” Elsa said. Judging from their hands-on,
more often brought along when purchasing interactive and store-as-playground shopping
everyday-use items. Their advice is not critical, style, she was right. To accommodate them, Big
what’s sought is their companionship and 5’s in-store mobile experience would have to be
physical help. quick and minimal.

Consider a second example, this time involving The mobile experience that worked best for
Hispanic mobile shoppers who place “fun” Elsa and Miguel was the flash SMS deal. The
above other reasons for social shopping. week prior to our meeting, Elsa bought a dress
at bebe after responding to a text message
This was the case for Miguel and his cousin announcing a sale and awarding her a special
Elsa, who took us shopping for recreational mobile discount.
equipment at Big 5 Sporting Goods. Miguel and
Elsa had a very playful shopping style, and a By contrast, Ivan, a 28-year-old media producer
sense of shared experience was essential. They who took us shopping at Best Buy, exemplified
played around in the aisles, hefting products, the social pattern for purchasing more


Social Shopping

Miguel and his cousin Elsa at Big 5 Sporting Goods. They like to “mess around” in the aisles, and they have a fast,
playful style of browsing and decision-making.

expensive items. His priorities were different low on power, he made phone calls directly
from both Celia’s, and Miguel and Elsa’s. As he from the aisle of Best Buy to check competitors’
explained: stock and pricing.

“I usually shop by myself. But In the end, Ivan decided that local competitors’
whenever I’m buying electronics, prices were comparable. And he was already in
I do bring along one guy I know the aisle at Best Buy. So he purchased a Sony
who’s an expert. He knows all the PlayStation® 3 console at Best Buy for $250.
deals and makes sure I don’t get In the circumstances we observed, the mobile
ripped off.” tools Ivan used worked reasonably well for
him. “I didn’t get ripped off or anything,” he said,
Advice is critical for Ivan when buying expensive
items like electronics. So when his expert friend
could not accompany us on the day Ivan took
us to purchase a new media server at Best Buy,
Ivan used his smartphone as a surrogate advisor.

Ivan started researching products at a price of
around $150 (looking at a Netgear NeoTV™,
for example). He then downloaded the Best Buy
app and used it to study and compare product
features and note differing reviews.

On that basis, he quickly migrated upward in
features and price, largely relying on anonymous
product reviews and feature information. Ivan “I got a text message like this from bebe, except it
also used a Google mobile search app to search gave me actual points I could use for a discount,” Elsa
said. “So I was like, oh cool, and I went in the next day
availability at other retailers. Eventually, running and bought a dress using the points.”


Social Shopping

Ivan making phone calls to Fry’s from the aisle of Best Buy, where he eventually bought his Sony PS3.

“because I searched pretty much everywhere which demanded an experience that could
around here within 25 miles!” be shared, multi-user, visually accessible, and
minimal.
The Best Buy product reviews helped fill gaps in
the information shared by store staff and made
a difference in pushing Ivan up to a more full- Hispanic mobile shoppers are less
featured product. The app also gave him a ready interested in product reviews
reference to the store’s sales, which kept Best
Buy’s offers at top of mind. Hispanic mobile shoppers track relatively closely
to the general market of mobile shoppers on
Ivan’s situation was unusual relative to most most criteria, but on one obvious and critically
other Hispanic shoppers we observed. His important dimension of in-store mobile usage
heavy use of customer reviews and product they do not – the use of customer-generated
information and his shopping alone for an product reviews through mobile devices.
expensive item suggested a pattern that was
more typical of general market consumers. Most As shown in the chart below, Hispanics’ use
of our interviews did not involve a lone shopper of customer-generated product reviews
seeking advice on an expensive purchase. falls well below that of the general market.
Instead, they involved social shopping, like we Only 38% of Hispanic mobile customers say
have seen with Celia, Ada, and Miguel and Elsa, they have searched for product reviews or


Social Shopping

recommendations on their smartphones, as open skepticism. For instance, Jose, a 50-year-old
compared to 68% of general market mobile real estate agent who emigrated from Mexico
customers. in 1987, expressed the following opinion of the
reviews available on the K-Mart app we had
This data matched our observations in the field. shown him while shopping at the store in West
In general, Hispanic mobile shoppers made less Hollywood (he was reluctant to download it):
use of customer reviews and conducted less
mobile product research than we found among “It’s nice to have those. But it is not
general market consumers. This was partly a very important. I might rather read
reflection of the strong emphasis Hispanics about the news in my neighborhood
place on social shopping in that social shopping than about something that would
mitigated the need for external advice, but it save me one dollar on a blender.”
mostly derived from a difference in attitudes
and values. Jose was “traditional,” both by his own reckoning
and by ours. He often emphasized the
Though based purely on anecdotal evidence, importance of the personal and the local. He
there is some reason to believe that this made product choices by word of mouth and
tendency was especially pronounced among by memory of brand names. Despite having the
less acculturated Hispanics, some of whom latest HTC smartphone, Jose used few of its
regarded anonymous customer reviews with features and had downloaded only a handful of
apps. The primary shopping-related use of his


Social Shopping

smartphone was to help him navigate to the Black Friday means business: “It’s
store. just about the deals.”

By contrast, more acculturated participants, such Social shopping is something we heard much
as Ivan, who relied on customer reviews to help about from our research participants in relation
him purchase a new media server, tended to to Black Friday.
value them more highly. Moises, another more
acculturated participant in the shop-alongs, said Some spoke with great energy and enthusiasm
he bought an Xbox 360 and all its accessories about Black Friday as if the event itself was a
after going online and comparing product family tradition they looked forward to. They
reviews. And Gilda, a 44-year-old Ecuadorian had used specialized Black Friday apps in the
ad executive, also relatively acculturated, past, which told them about where the best
revealed that her favorite mobile shopping tool deals were going on at any given time. Their
was the app offered by Consumer Reports, mobile devices had an important role that
which famously consists of mainly impersonal, went beyond using these apps, supporting
professional product reviews. real-time communication and collaboration
among the extended group of friends and family
The upshot for design is that new tools and coordinating their activities across the stores.
services that meet discrete goals like comparing
prices, identifying sales, and redeeming offers But hearing such talk about “family traditions”
will have more value to “traditional” Hispanic made us wonder whether there was a
shoppers than will customer reviews and significant component of Black Friday that
product information; however, the causes of this involved fellow feeling and family solidarity. If so,
difference require further study. that could have a significant bearing on the kinds


Social Shopping

of mobile experiences offered to users during Accordingly, mobile experiences that leverage
that event. social shopping during Black Friday should, if
they do nothing else, support functional group
What we learned from the quantitative survey shopping goals such as:
is that Black Friday really is all about the deals.
Solidarity is secondary to the practical needs • Helping members in the tribe find one
of a successful hunt. The role of social shopping another in the retail space.
in this context is simply to optimize a group’s
resources in order to enable its members to • Helping them collaborate in completing
acquire as much discounted merchandise as their checklists.
possible. As shown in the chart below, about
38% of all respondents said Black Friday was • Helping them track to a family budget.
“about the deals and nothing else,” while an
• Providing them instant news about any
additional 27% felt it was “not worth the effort.”
previously unreported deals in categories
So altogether, 2/3 of respondents had a starkly
of interest to the group.
utilitarian outlook on the events of Black Friday.


RECOMMENDED GUIDELINES
RECOMMENDED GUIDELINES

Face-to-face sociality is an aspect of in-store shopping that mobile experiences have largely ignored.
But since much shopping is done in the company of others, especially among Hispanic in-store
mobile shoppers, it is a facet that retailers should design for as early as possible in their mobile
development roadmap. It will greatly benefit Hispanic shoppers whom they wish to engage, and will
also benefit the general market of social shoppers.

Following is a set of guidelines for developing experiences on mobile devices that can be more
substantially social. This is by no means an exhaustive list, but it is, we hope, a helpful place to begin.

INTERPERSONAL

Multi-user

The experience should enable handoffs as in multi-participant games, and should apply
administrative controls as in operating systems and financial software.

Examples:

• A scanned QR code shoots a pre-loaded product image immediately to a companion at
another section of a department store. The co-shopper selects thumbs-up or thumbs-down to
indicate interest and a wish to come see the item.

• Co-shoppers have the ability to “favorite” specific items on their collective shopping list. This
can be used for repeat-purchase items like milk, butter, or soap, but is also handy as a reminder
to purchase a tasty frozen pizza the group may have tried before. If the group decides to swap
the grocery shopping duties among different users, this feature will ensure that they purchase
the right items or their favorite brands, even when one or more of the co-shoppers are not
present.

• Co-shoppers check off products from a list or make entries onto a shared shopping list/
calculator. Only someone signed in as “executive” can approve the submission.

• A co-shopper uses an augmented reality dressing-room app to overlay clothing on the “live”
shopper to save time trying on clothing.


Recommended Guidelines

Passive user-identification One-handed use

A passive user-ID experience allows different Key benefits of the experience can be enjoyed
people to use a single or multiple devices or easily with one-handed use. A user should
to enter data into a single platform without be able to operate the interface with his/her
creating confusion. Multiple users need to know thumb, while using their other hand to examine
who has entered what information—ideally a product or to hold their child’s hand.
without having to think about it.
STRUCTURAL
Example:
Free, fast WiFi
• A multi-user shopping list that identifies
input by particular users when the phone is For any fully supported in-store mobile
handed off (e.g., by facial recognition, etc.). experience, as we’ve argued, providing free
wireless access is essential. Shoppers need to
PHYSICAL AND COGNITIVE stay “in the flow” when they are shopping, so
free wireless access in the store is the cost
Scan-ability of entry for retailers. Access speed must be
guaranteed.
The experience is simple enough, in both logic
and visibility, to allow users to easily shift their
attention from the screen to companions and
across layers in the physical environment.

As a user-centered design partnership committed to delivering the optimal experience across digital channels, White Horse
and Sensis are in the business of helping brands innovate in their use of emerging technologies like mobile retail. For questions
about this study, or to explore how the White Horse/Sensis team can make mobile retail work in the aisle for a particular
brand and its customers, contact us at sales@whitehorse.com or 1-877-471-4200.


REFERENCES
REFERENCES

e-Marketer, “Minorities More Active on Mobile Web,” November 16, 2011
<http://www.emarketer.com/Mobile/Article.aspx?R=1008694>.

Nielsen, “Among Mobile Phone Users, Hispanics, Asians are Most-Likely Smartphone Owners in the
U.S.,” February 1, 2011
<http://blog.nielsen.com/nielsenwire/?p=25901>.

Reese, William, and Anderson, Eric, “The Future of In-Aisle Mobile: A Framework for Consumer-
Centered Innovation,” White Horse, July 2011.

U.S. Census, “Table 690. Money Income of Households—Percent Distribution by Income Level,
Race, and Hispanic Origin, in Constant (2009) Dollars: 1990 to 2009”
< http://www.census.gov/compendia/statab/2012/tables/12s0690.pdf>.

U.S. Census, “Population by Sex, Age, Hispanic Origin, and Race: 2010”
<http://www.census.gov/population/www/socdemo/hispanic/cps2010.html>.

U.S. Census, “Educational Attainment of the Population 25 Years and Over by Sex, Hispanic Origin,
and Race: 2010”
< http://www.census.gov/population/www/socdemo/hispanic/cps2010.html>.


APPENDIX I :: METHODS
APPENDIX I METHODS

Approach

Numerous quantitative studies of in-store mobile retail behavior exist, but have generally relied on
self-reported behavior without observing how consumers actually use their phones to shop in real-
world contexts. Beginning with our earlier study (Reese and Anderson, July 2011), we felt that more
qualitative research was needed as a foundation.

Accordingly, our studies since then have combined quantitative online survey methods with
qualitative observational research. This is the same approach we took with the current study
about the Hispanic in-store mobile experience. The qualitative component consisted of on-site
“ethnographic” or “contextual” research, which we conducted video-recorded shop-alongs with 15
subjects at various retail venues in the Los Angeles metropolitan area in November 2011.

We followed this qualitative research with a survey of 500 Hispanic smartphone owners in the U.S.
who use their phones to help them shop in retail stores. We conducted the quantitative survey in
January 2012 using an online panel service that specializes in Hispanic audiences.

Our areas of study in the quantitative survey included:

• Types and frequency of mobile in-aisle activity

• Goals when shopping with a smartphone in stores

• Experience with price-checking tools and services

• Experience with retail mobile apps and web sites

• Preferences about shopping companions

Observational Research Recruitment: Facebook and Hispanic Media Outreach

We conducted the in-aisle research with 15 primary participants (9 men, 6 women), and five of
their companions. The primary participants varied in age from early 20’s to early 50’s and had
diverse educational and socio-economic backgrounds.


Appendix I : Methods

We recruited through ads in Facebook and local Retail venues
Hispanic media, offering a financial incentive of
a $75 gift card to be applied, as appropriate, To help cement their interest in the process, we
to the purchase of in-store merchandise of the asked participants to choose the retail venues at
participant’s choosing. Two of the 15 qualitative which they would shop as well as the items to
research partcipants (Gilda, and Moises) were consider purchasing. Stores we visited included
recruited through friends of Sensis. the following:

Criteria for participation included: Apple (1)
Best Buy (1)
• Age 18 or over Big 5 (1)
• Smartphone ownership Food 4 Less (1)
• Hispanic/Latino identity K-Mart (2)
• Use of a smartphone to accomplish tasks Macy’s (1)
relative to shopping Ralphs (2)
• Residence in the Los Angeles metro area Target (2)
• Permission to make the resulting video ToysRUS (1)
record public Vaillarta (1)
Walmart (2)



Protocol Quantitative Survey: Sample Characteristics

Our protocol followed the general outline Following are the key characteristics of the
below. The overall instruction for the 500 respondents participating in the online
session was, “Decide what to buy, using your quantitative survey.
smartphone as appropriate and necessary.”
Recognizing that income was likely to be the
Activities included: greatest potential source of bias in the study,
we made every effort to include Hispanics
1. Background contextual interview (at a of middle and upper income levels in the
coffee shop, near the retail venue) quantitative survey. As shown below, the
final income distribution of our sample aligns
2. In-store shop-along, with narration by the reasonably well with US Census data for
participant (in-store) Hispanics (2009).
3. Retrospective of the just-completed
shopping experience: good and bad, ideal vs.
actual (out- side, in front of the store)

To observe as much naturally occurring
behavior as possible in the shopping exercise,
we provided light non-directive prompts and
probes, as in the following phrases:

“Just do whatever you would normally do.”

“Take whatever time you need.”
At the very uppermost range of income
“How come you’ve stopped to look at this?” (as is typical of online surveys) the number
of respondents in our survey is somewhat
“So what’s going through your mind right lower than expected for the U.S. population
now?” as a whole. Of those taking our survey, 8.2%
respondents (or 41 of 500) reported an annual
“Is this working for you or not?” household income of over $100k, which is
slightly lower than the percentage for the U.S.
“What are you seeing?” population as a whole according to Census
data (11.7%, or 59 individuals expected for a
sample of 500). But apart from that difference
the numbers at other income brackets are
comparable to those of population as a whole.



Nearly ¾ of our sample was bilingual or
Spanish-speaking. All identified themselves
culturally as Hispanic or Latino.

Above is the age distribution of our sample of
Hispanic smartphone users. As consistent with
other studies of smartphone users, our sample
is relatively young. At just 9%, the number
of people aged 50 or over in our sample is
roughly half that expected for the U.S. Hispanic
population as a whole (or 17.6%, according
to the U.S. Census 2010). Smartphone users
have historically tended to be younger, although
that trend is slowing as overall smartphone
penetration increases.

Our sample of Hispanic smartphone users is
better educated than the percentage of the
U.S. Hispanic population as a whole: 21% more
Hispanic smartphone users spent some time in
college or earned a 2 year or technical degree.


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