Mobile App Usage Among Hispanics Across Acculturation levels There are just over 46 million Hispanic mobile research phone users and this number is expected to grow to 51 million by 2020. Of this number, 84% own a smartphone (16% own a feature phone). When asked about their feelings toward their mobile phones, 27% of Hispanics say that they are addicted to them and over 23% prefer using a mobile device to a computer. While the numbers are compelling, insights into the similarities and distinctions across generational (acculturation) levels have been lacking, to date. Not anymore. In collaboration with Entravision, we recently completed a primary research study to understand the behaviors that make mobile application experiences unique among Hispanics across acculturation levels. This study uncovers new insights about what drives Hispanic consumer research to download and engage with mobile applications, commonly referred to as apps. For example, the study delivers insights into how Hispanics of different acculturation levels engage with mobile apps and why. For instance, more acculturated Hispanics download apps not just for themselves, but as well as for their less acculturated family members. This White Paper summarizes the learnings from this study, which is the first to empirically examine mobile app usage amongst Hispanics across acculturation levels, as well as provide best practices recommendations.
Download This Study Download the white paper for free. Please click the link below to get your copy now. DOWNLOAD NOW Share December 5th, 2016|Blog, Consumer Sentiment, Hispanic Consumer Research, Hispanic Market Research, Hispanic Mobile Research, Hispanic Online Research, Hispanic Research Best Practices, Online Market Research
About the Author: Roy Eduardo Kokoyachuk
Roy is a Managing Partner at ThinkNow Research. He started his career at Warner Bros. Media Research. A desire to pursue multicultural market research full-time led him to join a full service Hispanic & multicultural market research company, in 2003
as Vice President of Advertising Research. He became Executive Vice President in 2006 and opened an operations center in Tijuana, Mexico and directed the company’s entry into online research. In 2009 he initiated the creation of the first nationally representative opt-in market research panel of U.S. Hispanics CadaCabeza. This panel broke new ground in panel building by focusing on the recruitment of Spanish speaking Hispanics as well as the English speakers typically found on online panels. He co-founded ThinkNow Research to further pursue his passion for multicultural consumer insights.