A new report by Scarborough Research indicates that cellular usage among Latinos is increasing at a faster rate than among the general population.
Confirming past research, the study shows that more than eight in ten Hispanic adults use moble phones and that they are much more likely to use more mobile phone features, particularly text messaging. But what is most interesting are the findings on smartphone usage.
According to Scarborough...
"Nineteen percent of Hispanic adults currently live in a household that owns one or more smartphones – such as Blackberries or iPhones –versus five percent in 2005. Twenty‐three percent of the general population currently owns these devices in their household, growing from nine percent in 2005."
Although the figures for smartphone usage were lower back in 2005, Latinos are keeping pace with the general market in terms of smartphone adoption.
Are marketers and smartphone application developers paying attention?
Read the Scarborough Research Press Release.
