Hispanic US adults are more likely to regularly use several new mobile devices than overall adults, according to the BIGresearch Simultaneous Media Usage (SIMM17) survey conducted from December 2010-January 2011. For example, 18.6% of Hispanic adults use a Blackberry, 37% more than the 13.6% of overall adults who do so.
Hispanic adults are also 59% more likely than overall adults to use an iPad (7.8% compared to 4.9%). Other regular use discrepancies exist in usage rates of iPhones (Hispanics 59% more likely to regularly use) and Droids (Hispanics 64% more likely to use).
Hispanic adults are notable more likely to perform mobile search on a number of devices than overall adults. About one-quarter (26.3%) of Hispanic adults regularly search the internet via cell phone, 78% more than the 14.8% of overall adults.
In addition, a 73% discrepancy exists in regular use of Droid for internet search. And while only 7.6% of Hispanic adults regularly use an iPad for internet search, that figure is still 65% higher than the 4.6% of overall adults. Large discrepancies also exist in rates of using iPhone and Blackberry devices for internet search.
Survey data shows about 58% of Hispanic adults perform mobile text messaging, 41% more than the 41% of overall adults who do so. Hispanic adults are also 46% more likely to take mobile pictures or video (38%) than overall adults (26%). Some of this discrepancy may be explained by a slightly higher percentage of Hispanic adults who own a cell phone (91%) than overall adults (89%).
Looking at several other mobile activities, 17.9% of Hispanic adults view news on a cell phone, 69% more than the 10.6% of overall adults. In addition, 13.2% of Hispanic adults view cell phone video, 83% more than the 7.2% of overall adults; and 12.4% of Hispanics view sports on a cell phone, 65% more than the 7.5% of overall adults.
Fifty-two percent of US Hispanic adults consume mobile local news, compared to 51% of black non-Hispanic adults and 45% of white non-Hispanic adults, according to data from the Pew Research Center’s Project For Excellence in Journalism..
About the Data: 24,754 respondents participated in the BIGresearch Simultaneous Media Usage (SIMM17) survey conducted October 27, 2010 to January 4, 2011.
Topics: Analytics & Automated, Connected Device Comparisons, Hispanic, Media & Entertainment, Mobile Phone, Online, Paid Search, Retail & E-Commerce, Search Engine Optimization, Sports, Technology, Telecom
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