Case study: Hispanic use of mobile devices - U.S. Hispanics go mobile: Adoption and marketing engagement trends

Mary Beth McCabe

Introduction

U.S. Hispanics accounted for 56% of the total population growth in the 2010 census. They represent 37% of the population in California, and are growing in importance to marketers across the country. This study can help marketers understand future mobile communications needs of U.S. Hispanics and therefore provide crucial information for decision-making purposes.

Literature review

Behavior changes and implications for U.S. hispanics

We know that wireless media messages are expanding as unlimited data plans increase, screen images are improved and consumers are more satisfied with the apps available (Schiffman & Kanuk, 2010).

Consumer behavior teaches us that there is a segment of the population that understands technology and is highly competent with this exposure. Those without computer skills are now technologically underachieving, and parents seek computer exposure for their children to a point. Researchers have even gone so far to say that geeks are now viewed as friendly and fun (Schiffman & Kanuk, 2010). Clearly the social status of nerds is changed for the better if you enjoy new technology.