Emerging Trend #1: The latest Nielsen report on Hispanics’ use of mobile and social media shows that this population segment is significantly more likely than the rest of the population to use mobile devices and social media to connect and communicate.
Implication: Digitally savvy Hispanic consumers serve as a proxy for proactive consumers who are open to brand communications and who will pay for content. eMarketer projects Hispanics to spend $500 million on mobile apps in 2012.
Action: To augment multi-cultural campaigns, invest in social media and hyper target through mobile. Hispanic users are 25% more likely to follow a brand than the rest of the population.
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