Coinciding with the kickoff of National Hispanic Heritage Month, we recently released the findings of our 2013 Hispanic Consumer Survey. Throughout the survey, one of the most dominant trends ishow Hispanics utilize their wireless device in significantly more ways than others – from making calls and texts, to accessing the internet, to various forms of social interaction. Quite possibly the most eye-opening comparison in this respect: Nearly one third (28%) of all Hispanics surveyed said that they used their wireless device for advocacy-related purposes such as signing a petition, sending an e-mail to a lawmaker or making a donation, compared to just 10% of the general population according to our 2013 Annual Consumer Survey.
The results also indicate Hispanics are overwhelmingly satisfied wireless consumers (94%) that consider wireless service essential to their everyday lives. Most have given up or would consider giving up their landlines (69%) and only use wireless devices. Compared to other devices and/or services, having a wireless phone is considerably more important (51%) to Hispanics than having broadband Internet (27%), cable/satellite television (13%), or home landline phone (10%).
Nearly all surveyed (96%) believe that the taxes and fees levied on their service should be the same or lower than taxes paid on general goods and services. Over three-quarters (78%) think that Congress should pass the ‘Wireless Tax Fairness Act’ which would enact a 5-year moratorium on all new wireless taxes and fees.
As amazing as some of these number are, they come as no surprise. On September 16th, Pew Internet & American Life Project’ Cell Internet Use 2013 study was released, and in it, we see even more evidence of the importance of wireless to Hispanics; in this case as a primary tool for accessing the internet. According to the study, “Six in ten cell phone owners (63%) now go online using their mobile phones” and “Among those who use their phone to go online, six in ten Hispanics are cell-mostly internet users.” The Pew Hispanic Center also has some great analysis and research in this area as well, most notably in their 2012 study, Closing the Digital Divide: Latinos and Technology Adoption.
And it doesn’t stop there. Mobile Future released a great infographic a couple of months ago that I encourage you to check out titled, Latinos Embrace the Mobile Future. In it we get a peak at some interesting trends – most notably, “By 2017, Latinos will purchase one of every five tablets and smartphones.”
The numbers don’t lie. Hispanics are unquestionablyleading the way in wireless.