Hispanics are now the fastest-growing and youngest-skewing U.S. mobile segment, with a higher average revenue per user (ARPU) than any other demographic group, according to the latest Telephia research.
The challenge for carriers, content providers and advertisers is to create an emotional bond that resonates with this young, but extremely diverse group.
This month, Sprint will sponsor the U.S. tour of Mexican rock band Mana—who have sold more than 23 million albums and won 5 Grammies. The relationship includes original Mana content exclusively for Sprint subscribers.
In addition to being younger, and increasingly dispersed across the country, U.S. Hispanics tend to come from larger families and are less likely to have Internet access at home than the overall population.
These factors may explain why so many in this demographic view the handset as their primary multi-media access device. For example, Hispanics are nearly twice as likely as non-Hispanics to access the wireless Internet.
Reaching Hispanic mobile media consumers successfully can be a complex proposition, and understanding intergenerational differences among Hispanics will be critical for marketers. Carriers, content owners and brands that learn to micro-segment and appeal to the aspirational pull of the mobile product for Hispanics, especially for the younger set, will have the best chance to capture Hispanics as lifetime customers.