While marketers have long known that mobile goes well with the needs of on-the-go Millennials, it appears that mobile translates especially well to the habits of Hispanic Millennials in the United States. A recent report from Univision and the Interactive Advertising Bureau (IAB) shows that there are 17 million Hispanic Millennials in the United States today and that they tend to over-index on mobile usage. For instance, respondents owned an average of five different mobile devices and considered the purchase of their first smartphone to be a major milestone in their lives. As a result, marketers are examining this mobile-minded market for clues to the culture’s future needs. MediaPost.com featured additional findings from the U.S. Hispanic Millennials: Portraits of a Mobile-First Generation report to reveal how Hispanic young adults have made mobile a must in their lives.
Millennials have had smartphones in their lives for such a long time that they live differently than other demographic groups, according to Joe Laszlo, senior director of the Mobile Marketing Center of Excellence at the IAB.
A key finding from the report showed that U.S. Hispanic Millennials see no real difference between being online and offline, and only consider themselves offline when they opt to be unavailable to others.
Another highlight shed light on mobile messaging tactics and indicated that Hispanic millennials viewed SMS to be a more casual form of interaction, while email was considered a more formal marketing method.
This Millennial market also chose Facebook as their favorite social media platform, followed by Instagram and then Twitter.
And while U.S. Hispanic Millennials preferred to use their smartphones and tablets to consume social media, they were open to receiving mobile advertising as long as it was relevant to their daily lives.
Millennials have a language all their own, yet understanding the mobile motives of U.S. Hispanic Millennials can help marketers speak to the needs of this culture of connected consumers.
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Written by Michael Del Gigante