You’ve heard of SuperFoods but, Super Mobile Users?
Yes, you read that right… Super Users are the best kept secret that marketers are not telling you about and sometimes not even talking about.
These Super Mobile Users are the Hispanic population – specifically the young part of the population that makes decisions based on online research and are more likely to have smart phones and unlimited data plans than their non-Hispanic peers. This follows the general trend of Hispanics leap-frogging technology: a larger percentage have laptops than desktops and often access online information from a phone if a computer is not available at home.
Even more trend worthy is the fact that young US Hispanics who prefer to receive their information in Spanish vs. English is growing right alongside Spanish language website numbers worldwide. Those researching product information in Spanish are even outnumbering their English counterparts in cell phone usage.
While most marketing efforts are still focussed on traditional media, folks should wake up an smell the coffee! The Hispanic population is the fastest growing segment in smart phone and unlimited data plan acquisition (source: FSU, April 2001)