July 27, 2007

But one mobile strategy will not reach all users.

Hispanic Americans are the fastest-growing and youngest US mobile segment, with the highest average revenue per user of any demographic group, according to Telephia's "Q2 2007 Mobile Hispanic Report," cited in RCR News.

Telephia also found that US Hispanics were nearly twice as likely as non-Hispanics to access wireless Internet through their phones.

"US Hispanics tend to come from larger families and are less likely to have Internet access at home than the overall population," said Levi Shapiro, Telephia's director of mobile media, in the article. "These factors may explain why so many in this demographic view the handset as their primary multimedia access device."

Mobile data are helping to drive the group's high average revenue per user, but voice usage is high as well.

An M:Metrics study in March 2007 also found heavier mobile content and application usage among Hispanics compared with the total mobile population.

Hispanic Americans are heavy users of various consumer electronics and media, as reported previously.

The rising Hispanic population in the US means that Miami, Los Angeles, New York and Houston are no longer the only geographic targets. Hispanics make up more than 10% of the population in 14 states, making targeting a regional matter, if not a national one.

But Hispanic Americans are not a homogeneous group.

"A one-dimensional content strategy is not going to work," said Nick Montes, president of Viva Vision, a Hispanic-focused, English-language mobile video programmer, in the RCR article. "It is critical to focus on a sub-segment of the Hispanic marketplace."

For more information at http://www.emarketer.com

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