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Survey: U.S. Hispanics are more dependent on mobile phones than non-Hispanics

Mobile marketing was a big focus at the Ad:Tech Miami conference today in Miami Beach, and it will continue to be discussed at tomorrow's panels. I learned of some interesting stats about how Hispanics use mobile phones differently than other groups.

Jeff Hasen, chief marketing officer of HipCricket, was telling me that Hispanics are more receptive to mobile marketing messages, such as opt-in text messages about products. I didn't have room to include it in my story running tomorrow about Ad:Tech, but here are a few figures he shared with me from a 2007 Mobile Marketing Association Study:

  • 76 percent of all U.S. Hispanic households own more than two cellphones. Whites ranked at 74 percent, and blacks followed at 60 percent
  • 32 percent of U.S. Hispanics surveyed said they would be receptive to mobile marketing messages, but more blacks -- 35 percent -- said they would be receptive to the messages. Only 23 percent of whites said they would want the messages.
  • The amount of Hispanics responding to mobile marketing messages has increased 20 percent in the past year
  • 55 percent of Hispanics said they couldn't live without their mobile phones, 46 percent of whites and 45 percent of blacks answered the same

Of course the increase of affordable data plans is a big help to companies like HipCricket that are in the mobile marketing business. Hasen shared data that said 25 percent of consumers have an unlimited data plan with their carrier, which is a 100 percent increase from last year.

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