Katz Study: Ethnics The Most Active Mobile Device Users
December 22, 2010 at 12:42 PM (PT)
KATZ MEDIA GROUP SVP/Dir. Corporate Diversity BRIAN KNOX recently released a new presentation highlighting the use of mobile devices by Hispanic and African-American populations. The data found that mobile usage by ethnic groups to be higher than the norm.
"It may be surprising to some, but more African-Americans and Hispanics use mobile devices to access the Internet than non-Hispanic whites," said KNOX. "These consumer groups are also the heaviest users of other mobile data and communication techniques, such as texting and sharing video and photos. As their best customers, African-Americans and Hispanics present a huge opportunity for telecommunication and wireless companies."
African-Americans are the most active users of the mobile Internet, according to the PEW Internet American Life 2009 study In fact, the rate of African-Americans who access the Internet from a hand-held device is growing at twice the average rate of the general population. According to NIELSEN RESEARCH, African-Americans average 1,300 minutes per month and whites average 657. Hispanics use 826 minutes and Asian/Pacific Islanders use 692. African-Americans and Hispanics send significantly more texts and share more photos and videos via cell phones than Asian/Pacific Islanders or whites.
"Mobile devices have clearly shortened the digital divide between African-Americans/Hispanics and whites, as these ethnic groups become the most active users," said Knox. "Any advertiser or retailer hoping to reach these important consumer groups and tap into their growing buying power must consider the impact of mobile marketing."