By Adam R Jacobson
Some 72% of lower-acculturated Hispanics are tablet owners who use the device to go online and access apps, making them more likely than acculturated Hispanics to use this type of device to access the internet.
That’s just one of the key findings revealed yesterday in a webinar presentation focused on the behavior of online Hispanics from Entravision Communications-owned Pulpo Media, a digital advertising platform.
Yet, acculturation is not a factor when it comes to the desire of mobile online Hispanics to download a Spanish-language app. According to Pulpo, which partnered with ThinkNow Research, all mobile online Hispanics would download a Spanish-language app.
Pulpo offered no insight into what type of Spanish-language app those surveyed would like on their tablet or smartphone. However, all Hispanics queried noted that game apps, social networking apps, and music apps were the most popular types to be downloaded. The types of apps downloaded the fewest number of time among the Hispanics surveyed include travel, sports and business.
While lower-acculturated Hispanics are most likely to use a tablet to access a mobile app, it should be noted that some 15.8 million tablet owners are mobile online users. This compares to some 27.6 million smartphone users who are mobile online users.
With some 46.3 million Hispanic mobile phone users, this illustrates a gap between what may be available to this consumer group and what is within their monthly budget for the services they wish to receive. Tablets offer easier online access to multiple family members, as the devices are more likely to be shared than a smartphone. The cost for going online could be tied to a home internet package, or access could be gained through a public wi-fi network. In contrast, smartphone use among some Hispanics could be through a pay-as-you-go service, therefore limiting the level of services available on their phones. Furthermore, some Hispanics may have data limits on their plan, and may not wish to deal with overage costs through the continued access of mobile online apps.
Early Prime The Right Time
While social media has determined that the hour just before lunch is the best time for marketers and PR professionals to reach people on Twitter and Facebook, Pulpo and ThinkNow research shows that the top app engagement time is between 6pm and 9pm.
No insight was presented as to why this time frame was the most popular for app users. However, it is likely that many Hispanics are using these devices pre- and post-dinner time to catch up on the news, information and entertainment they may have missed while on the job all day.
How many apps on average do Hispanics have on their mobile devices?
According to Pulpo and ThinkNow, Hispanic mobile online users average 29 total apps across all devices. Among Hispanic mobile online users aged 18-34, an average of 33 total apps can be found across all devices.