There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020. Of this number, 84% own a smartphone (16% own a feature phone). When asked about their feelings toward their mobile phones, 27% of Hispanics say that they are addicted to them and over 23% prefer using a mobile device to a computer.
While the numbers are compelling, insights into the similarities and distinctions across generational (acculturation) levels have been lacking, to date.
In collaboration with Entravision, we recently completed a primary research study to understand the behaviors that make mobile application experiences unique among Hispanics across acculturation levels. This study uncovers new insights about what drives Hispanic consumers to download and engage with mobile applications, commonly referred to as apps.
For example, the study delivers insights into how Hispanics of different acculturation levels engage with mobile apps and why. For instance, more acculturated Hispanics download apps not just for themselves, but as well as for their less acculturated family members.
This White Paper summarizes the learnings from this study, which is the first to empirically examine mobile app usage amongst Hispanics across acculturation levels, as well as provide best practices recommendations.