Among Hispanics, Who Owns a Smartphone?

On March 7, 2013, MARK HUGO LOPEZ, ANA GONZALEZ-BARRERA AND EILEEN PATTEN, wrote a piece on Pew Hispanic Research titled “CLOSING THE DIGITAL DIVIDE: LATINOS AND TECHNOLOGY ADOPTION”

On that research, the co-authors list not only the percentages of smartphone ownership from Hispanics compared with other ethnic groups, but also who owns smartphones among Latino adults.

This is important for the marketer who is trying to reach Hispanics online through the use of mobile marketing activities because you need to know your audience (income level, language preference, educational attainment, etc.) in order to be effective.

Thus, let’s share those insights from Hispanic Trends | Pew Research Center

Latinos with annual family incomes of $50,000 or more are the most likely to own a smartphone. On the other hand, Latinos ages 65 and older are the least likely to be smartphone owners.

More than three-quarters (76%) of Latinos with annual family incomes of $50,000 or more say they own a smartphone. This compares with 59% of those with family incomes between $30,000 and $49,999, and four-in-ten (40%) Latinos with family incomes under $30,000.

Educational attainment is also correlated with smartphone ownership. About seven-in-ten (68%) Latinos with some college education or more say they own a smartphone. This compares with 45% of those who have completed high school and 32% of those without a high school diploma.

Younger Latinos are more likely to own a smartphone than older Latinos are. Two-thirds (66%) of Latinos ages 18 to 29 own a smartphone, compared with 51% of those ages 30 to 49, 35% of those ages 50 to 64, and 14% of those ages 65 and older.

Native-born Latinos are 21 percentage points more likely to say they own a smartphone, compared with foreign-born Latinos—61% vs. 40%.

Infographics: quick facts all brands planning Latino Marketing initiatives must know

Mobile Marketing to reach US Hispanics

Hispanic Market Advisors® is helping businesses of all sizes with smart mobile marketing strategies to reach US Hispanics. You do not necessarily need to include marketing in Spanish to reach Latinx, especially those that are more acculturated, but you definitely need to include mobile marketing in your overall Hispanic Marketing efforts.