Multicultural Groups Turn More To Mobile Marketing
by Dianne See Morrison
January 8, 2008

Marketers appealing to minority groups are turning more frequently to mobile marketing and are more interested in using social networks than non-minorities, reports AdAge. In a recent survey of its members, the Association of National Advertisers found that 38 percent of multicultural marketers are using mobile as opposed to 28 percent of general market advertisers. Currently, slightly more general market respondents (20 percent) already use social networks compared to 16 percent of their minority counterparts, but nearly twice as many multicultural marketers (36 percent) said they plan to use social networking for the first time in the next year, compared with 19 percent of general market advertisers.

AdAge accounts for some of this difference by making the link that Hispanics are more likely to “do advanced mobile activities”, as per a recent report from Forrester Research. A phone survey of 3,000 Hispanic adults from the research firm found that Hispanics are more likely than non-Hispanics to have handsets with cameras (65 percent vs. 48 percent), video (41percent vs.17 percent), music (42 percent vs. 15 percent) and internet access (57 percent vs. and 39 percent).

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