As mobile technology is becoming more advanced and even more inexpensive, Hispanics are taking advantage of purchasing products that allow them to go online for communicating, research and entertainment. As I mentioned on my last blog post, the Hispanic market’s online usage to go online and utilize the internet has increased over the years because of a better understanding of technology particularly here in the United States where the younger generations have acculturated. Although the older the generation are slow to adopt, the transition can prove very opportunistic for business but there are some who continue to shy away from technology. I know my grandfather still uses a landline phone and a basic cell phone because that’s all he needs and to find the latest news he picks up the early newspaper and reads it during breakfast and a cup of coffee, but that’s ok. Still, marketers and ad agencies should take advantage of this and build campaigns not only for mobile technology but for online websites as well.
We Latinos are a warm and communicative culture. We enjoy conversing with close friends and family whether it be here in the United States or in their native soil. Maintaining close ties is very important in our culture, especially for those who have immigrated here in the United States and are unfamiliar with the new environment, they still need a anchor to hold onto for support and family support is key. As cell phones are slowly transitioning to smartphones such as Iphones and Blackberries, it is becoming much easier to communicate with your loved ones not only through text messaging but also through email, pictures, audio and video. These technologies allow Latinos to access websites that more conform to their culture in the areas of music, news and cooking recipes. Batanga, Terra, and Univision are some examples of websites that target Latino culture and lifestyle.
Below is a graph that I took from the 2007 Hispanic Fact Book by Advertsing Age that illustrates which mobile technology is used the most by Hispanic market. As you will see, text messaging and instant messaging is widely used the most. We sure love to communicate! Of course, research must be taken if any company or business decides to tap into this technology to attract the Hispanic market whether it be a website, online service, or a mobile device such as phones and computers.