Hispanics Have High Mobile and Broadband Usage, Says Scarborough

Scarborough Research has studied Hispanic mobile phone and Internet usage. Hispanics are highly connected by mobile phone and by broadband  more than other typical adults.

Hispanics are avid cellular phone users. They are more likely than the typical adult to have a cell phone, and they are in the top spending brackets for cellular usage. Hispanics have been at the forefront of using the expanded functionality and technology in cellular devices, such as picture taking, text messaging and downloading ring tones or games. They are also more likely to use cell phones for tasks such as email or utilizing other Internet features.

Hispanic score much higher than other subscribers for text messaging, camera usage, ringtones, IMS, email, download, and Internet usage.

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"Hispanics use their cell phones for an array of Internet functions, and it is clear that the mobile device is an important point of Internet entry for Hispanics. As devices get increasingly sophisticated, we expect this pattern of multifaceted usage to increase. This is important information for media companies offering cross-platform content, or marketers targeting Hispanics. This is important information for media companies offering cross-platform content, or marketers targeting Hispanics. This is an on-the-go and connected consumer group, and mobile marketing could be a key way to reach them," said Scarborough's Mr. Meo."

Phoenix is the leading local market for Hispanics who download
digital content. Sixty percent of Phoenix's Hispanic Internet Users
downloaded digital content during the past month. El Paso, Miami and
Dallas are the markets where Hispanic Internet Users are least likely
to download digital content.

Scarborough's analysis finds that Hispanic Internet Users are 21%
more likely to download digital content* than the average adult
online. Forty-two percent of Hispanic Internet Users have downloaded
some form of digital content during the past 30 days, compared to 35%
of the total Internet population. Music is the top download category
for both Hispanics and the total Internet population. Almost one-third
(32%) of Hispanic Internet Users and almost one-quarter (24%) of all
Internet users have downloaded music during the past month.

Hispanics have been taking advantage of the national expansion of
broadband, and their rate of adoption has mirrored that of the total
U.S. population. Currently, 68% of Hispanic Internet Users have a
broadband* connection in their household. Broadband penetration rates
have grown from 13% in 2002 -- an increase of more than five-fold. This
is roughly the same pace of broadband adoption of adult Internet users
overall. Seventy-one percent of U.S. Internet users currently have
broadband at home, growing from just 15% in 2002.

Given the growth of broadband and content downloading in this
consumer group, it is no surprise that Hispanic Internet Usage overall
has reached a critical mass. The majority (54%) of Hispanics are now
online. In fact, Internet access among Hispanic adults has increased
13% since 2004. By contrast, Internet access by all consumers
nationally grew eight percent during this time period.

As a part of their complimentary study, Scarborough examined 13
local markets with higher-than-average concentrations of Hispanic
adults and found distinctive Internet usage patterns and local
variations. For example, Miami is the top Hispanic market for broadband
penetration. Seventy-six percent of Hispanic Internet Users in Miami
have broadband at home. By contrast, El Paso, Dallas, Fresno, CA, and
Harlingen, TX, are the markets in which Hispanic residents are least
likely to have a broadband connection.

* Hispanic Internet Users are those Hispanics who access the Internet

** "Download" refers to the download of any of the following
content during the past month: podcasts, video games, music, other
audio clips, television programs, or other video

* Broadband connection is defined as having a cable modem or DSL Internet connection in the household

Scarborough's full report on the Hispanic Internet User can be
found online at http://www.scarborough.com/freestudies.php. In addition
to further details about broadband usage and downloading patterns, it
contains details on Internet spending, mobile device usage, and overall
Internet usage among Hispanics. It also compares and contrasts Internet
users across 13 Hispanic local markets. The data in the report is from
Scarborough's USA+ study, as well as select local market studies.

Additional information about Hispanic Internet Usage, including
data that drills-down to specific cities or zip code aggregates, is
available for purchase. Please email info@scarborough.com for more
information.

12 thoughts on “Hispanics Have High Mobile and Broadband Usage, Says Scarborough”

  1. Scarborough Research is of a great interest and value for me, therefore I thank you very much for summerizing and posting its results here. Perhaps you may know and direct me with some links to study still more peculiarities of Hispanic mobile phone market? I badly need this information for my research work. Thanks for the help.

  2. The Scarborough Research on Hispanic usage of mobile cell phones seems really extensive. I found it very interesting that they found that Hispanics are 21% more likely to download digital content than the average person. I would have never thought to include this in a cell phone/ broadband study. Why do you think that Hispanics are likely than the typical adult to have a cell phone?
    It is fascinating to watch the trends and the growth of cell phone usage across the globe. They have become so much more affordable these days. People do not have to spend the money on a new phone when they can buy used cell phones. Plus cell phones are now integrated in our everyday lives for communication, research,photo taking and our jobs. It is hard to imagine life without them.
    Do you happen to know where the data was collected to find out that "Hispanic score much higher than other subscribers for text messaging, camera usage, ringtones, IMS, email, download, and Internet usage"? I'm excited to look more in depth at the Scarborough's full report.

  3. The Scarborough Research on Hispanic usage of mobile cell phones seems really extensive. I found it very interesting that they found that Hispanics are 21% more likely to download digital content than the average person. I would have never thought to include this in a cell phone/ broadband study. Why do you think that Hispanics are likely than the typical adult to have a cell phone?
    It is fascinating to watch the trends and the growth of cell phone usage across the globe. They have become so much more affordable these days. People do not have to spend the money on a new phone when they can buy used cell phones. Plus cell phones are now integrated in our everyday lives for communication, research,photo taking and our jobs. It is hard to imagine life without them.
    Do you happen to know where the data was collected to find out that "Hispanic score much higher than other subscribers for text messaging, camera usage, ringtones, IMS, email, download, and Internet usage"? I'm excited to look more in depth at the Scarborough's full report.

  4. This actually a good observation. By knowing the type of subscribers that continuously using the product, you will have a good idea on your target market. It's amazing how Hispanics are trying to maximize the features that their mobile phones can offer.
    Best,
    Dillard Mike

  5. This actually a good observation. By knowing the type of subscribers that continuously using the product, you will have a good idea on your target market. It's amazing how Hispanics are trying to maximize the features that their mobile phones can offer.
    Best,
    Dillard Mike

  6. This actually a good observation. By knowing the type of subscribers that continuously using the product, you will have a good idea on your target market. It's amazing how Hispanics are trying to maximize the features that their mobile phones can offer.
    Best,
    Dillard Mike

  7. This actually a good observation. By knowing the type of subscribers that continuously using the product, you will have a good idea on your target market. It's amazing how Hispanics are trying to maximize the features that their mobile phones can offer. This is what Niche Finder is currently investing: analysis on their target market.

  8. This actually a good observation. By knowing the type of subscribers that continuously using the product, you will have a good idea on your target market. It's amazing how Hispanics are trying to maximize the features that their mobile phones can offer. This is the current investment of MillionaireMind Intensive. They are doing analysis for their prospect market.

  9. These statistics are sure to be of interest to phone application developers looking for new markets to expand into. Obviously the hispanic market is huge and only poised to grow larger.

    Regards,
    Robert Ivor Spokes

  10. These statistics are sure to be of interest to phone application developers looking for new markets to expand into. Obviously the hispanic market is huge and only poised to grow larger.

    Regards,
    Robert Ivor Spokes

  11. It is a good news to hear about the increasing usage of mobile technology. This blog helped a lot to understand the facts and the growing number of users for the mobile and broadband. Quite a informative blog it is.

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