PwC: Big Marketing Potential in Hispanics’ Mobile Consumption

More receptive to coupons, mobile payments

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Dialing up on mobile marketing would likely behoove Hispanic-targeting brands, according to a new study from PricewaterhouseCoopers.

PwC’s new “Mi Móvil: Hispanic Consumers Embrace Mobile Technology” report polled 500 Hispanic and 500 non-Hispanic consumers in the U.S. While the mobile habits between the two demographics match up across a variety of different activities, the report indicates that the Hispanic community is more likely to access coupons and banking services through mobile devices, giving marketers some additional insights into how to best target these smartphone-wielding consumers.

Sixty-five percent of Hispanic respondents check their banking balance, pay a bill or make a transaction from their mobile device, per the report’s findings. Only 53 percent of non-Hispanic consumers said the same.

A quarter of the Hispanics surveyed said that they used a mobile app to download coupons that can be redeemed in-store compared to 17 percent of non-Hispanic consumers.

Given the growing interest in location-based targeting, this means that Hispanics may be more receptive to opting into targeted promotions and campaigns.

“For those that are trying to do more geo-targeting and those that are using more contextual [tactics] to reach consumers, this demographic is more open to that occurring,” said Matt Lieberman, director of PwC’s entertainment, media and communications practice. “However, the amount of information that they are willing to give is still a great concern for Hispanics, as well as the general U.S. population."

Hispanic consumers are also more inclined to use mobile payments. Twenty-four percent of Hispanics surveyed said that they have used a mobile device to pay for an in-store transaction via a stored credit card compared to the 13 percent of non-Hispanic consumers surveyed.

Hispanic consumers are also gobbling up mobile video, using location-based apps and texting more than non-Hispanics.

When it comes to tablets, 64 percent of Hispanics aged 35-49 years old use the device daily, up significantly from the 56 percent of non-Hispanics in the same age bracket.

Although the study’s findings are not particularly Earth-shattering, they do indicate that that the opportunities for targeting specific groups of consumers through smartphones and tablets are growing for more mobile-savvy marketers.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.