Early Adopters: Tech Toys are High on the Latino Buying List

Hispanic consumers are online, and they are growing at an average rate of 9 percent each year. By 2015, we could see up to 42 million Hispanic consumers engaged in some form of online activity. According to a recent IAB report with BIGinsight, when Hispanics go online, they’re using their mobile or wireless devices, such as Androids, iPhones and iPads. For the makers of these and other mobile devices, this is good news! But, as more players enter the tech market with eye-tracking toys and motion-activated gadgets, how can marketers help their clients send relevant messages to Hispanic consumers that not only get their attention but also capture their dollars?

According to Forbes, "U.S. Hispanics are early adopters and leading users of online and mobile technology, and their usage continues to soar faster than the general marketplace.” Leading the way are younger tech-savvy Hispanic consumers, those 18- to 25-years-old, who are the most likely to use and purchase new mobile devices.

So, how are Hispanics using their mobile devices? In a number of ways:

• A June 2013 nationwide survey on mobile phone use in the Hispanic community, conducted by ThinkNow Research, found that more than 40 percent of Hispanics frequently use their phones to help with shopping, specifically in the areas of electronics, movies, grocery shopping and clothing. Hispanics are more likely to engage with mobile ads than non-Hispanics.
• According to a 2012 study conducted by Zpryme Research & Consulting on Hispanic mobile consumer trends, more than half (53 percent) of Hispanics prefer mobile devices as their primary source for entertainment.
• Most recently, Pew released findings on Internet and social networking site usage, which found that 80 percent of Hispanics use social media.

Clearly, for tech companies and their agencies, there is a tremendous opportunity here, especially with young Hispanic consumers who have yet to develop their brand preferences. And there’s good news: The rules for attracting the Hispanic consumer have not changed. Being culturally relevant and sensitive to the unique values important to this community are still the main vehicles that drive their purchasing behaviors.

So, as marketers working with tech companies to develop brand messages that resonate within the Hispanic community, make sure you understand the difference between Hispanic spending patterns and usage habits from that of other demographic groups, and learn what makes Hispanics greater consumers of mobile content and heavier users of social networks. If you do your homework, you can help your tech clients find favor in the eyes of a market with well over $1 trillion to spend.