Insights into the Hispanic mobile opportunity. A presentation given at Hispanicize 2013.

1. Hispanic Mobile
Challenges & Opportunities
Hispanicize 2013
2013April 11,

2. 2Hispanic Mobile Profile
Source: Sensis Hispanic Mobile Report, December 2011

3. 3Mobile Phone Usage Among Hispanics
Source: comScore, December 2012

4. 45%
34%
Hispanic General Market
Hispanics over-index in smartphone usage
Source: Sensis Hispanic Mobile Report, April 2012

5. 5Smartphones as Computer
Source: Sensis Hispanic Mobile Report, April 2012

6. 6The behavioral basics
What most people know
• Price sensitivity / deals ethic
• More social in key activities (e.g. shopping)
Source: Sensis Hispanic Mobile Report, April 2012

7. 7
Hispanic In-store
Mobile Experience
Innovative research on Hispanic
in-store mobile use
www.HispanicMobileReport.com
Source: Sensis Hispanic Mobile Report, April 2012

8. Top activities while shopping at a store
Chart page
11
Top Activities While Shopping at a Store
Source: Sensis Hispanic Mobile Report, April 2012

9. It’s all about the
best deal
• Care more about finding
the best deals
• Use anonymous mobile
product reviews far less
Source: Sensis Hispanic Mobile Report, April 2012

10. 10
In-store price-checking is not about
Amazon…
it’s about the store across town
Source: Sensis Hispanic Mobile Report, April 2012

11. 11Hispanic Mobile
• Shopping is a social affair
• Deals ethic
• No showrooming
Source: Sensis Hispanic Mobile Report, April 2012

12. 12
Some insights from the trenches

13. 13Hispanic Digital Experience

14. 14Some Insights
• Heavy mobile users – mobile ads have very high response
rates
• In some categories, English is key to reaching them ---
portrays legitimacy
• Tablet adoption is driving Internet access among older,
Spanish-dominant and less acculturated cohorts
• Complex info best presented in anecdotal, story format

15. 15Some Insights
Younger Hispanics
• Important of authenticity to younger, acculturated segment
• Looking to “connect” with their culture, even if they don’t
speak Spanish

16. 16
@jrvilla
www.linkedin.com/in/josevilla
www.thinkmulticultural.com
Thank you
www.slideshare.net/sensisagency