U.S. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on mobile devices, illustrated in a new INFOgraphic, Hispanic Holiday Mobile Survey 2011 by Zpryme. This past year, more advertisers than ever launched marketing and branding campaigns specifically targeted at attracting the increasing purchasing power of Hispanics. The few companies that consistently devoted more than 25 percent of their advertising budgets to Latino media had seen sustained revenue growth over a five-year period, according to the Association of Hispanic Advertising Agencies.
Download the Zpryme INFOgraphic, Hispanic Holiday Mobile Survey 2011 – CLICK HERE
“In order to entice and retain U.S. Hispanic consumers, companies need to invest a larger percentage of their marketing budget online; bearing in mind that all generations of Hispanics want to digest their content in both Spanish and English with culturally familiar underpinnings”, mentioned Jason S. Rodriguez, Zpryme CEO and Director of Research.
Online sales this year experienced a dramatic increase in holiday purchases by Hispanics of tablets, smart-phones and digital content. A significant gauge for 2012 spending trends, as many Hispanic consumers that purchased their first smart-phone and/or tablet for the holidays, will be fixated on downloading related apps. With holiday shopping making up to 40 percent of retailers’ annual revenue in the U.S., attracting new consumers is vital; the $5.15 billion holiday figure points to Hispanics growing comfort with not only mobile devices but also welcoming online advertising marketing that engages their cultural palate.
Zpryme findings from the Hispanic Holiday Mobile Survey 2011 by:
1) Finding: 1 out of 4 Hispanics intend to spend $251 to $1,000 on mobile devices.
Translation: Advertisers, retailers, and mobile device manufactures that develop a comprehensive Hispanic marketing campaign will capture a significant share of this $5.15 billion opportunity.
2) Finding: 28% of 2nd generation Hispanics intend to spend $251 to $1,000 on mobile devices.
Translation: Companies that develop culturally engaging marketing platforms will ‘win’ the business of 2nd generation Hispanics who are ready to spend their hard earned dollars on high-end mobile devices.
3) Finding: 1 out of 3 Hispanics that mainly speak Spanish at home intend to spend $251 to $1,000 on mobile devices.
Translation: Delivering high-impact marketing messages in Spanish is essential for any company who is serious about capturing Hispanic demand for high-end mobile devices.
4) Finding: Hispanics are most likely to purchase tablets (19%) and smart-phones (19%).
Translation: Hispanic purchase power did not lag during the holidays; as tablets, smart-phones, and related apps saw a significant spike in growth compared to rest of US population.
5) Finding: 1st generation Hispanics are most likely to purchase tablets (29%).
Translation: The trend towards convenience and portability will see tablets dominating Hispanic consumer technology spend for the 2012 – online advertisers preparing for ’12 Cyber Monday take note.
6) Finding: Hispanics that speak both Spanish and English at home are most likely to purchase tablets (27%) and smart-phones (27%).
Translation: Hispanic-tailored online advertising for tablets and smart-phones must contain Spanish-language and culturally relevant English-language interactive content for the more affluent/tech savvy consumer.
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