Report: More Hispanics Using Cell Phones; Usage Low In El Paso

If the U.S. Hispanic market is important to your business ? and a market that is 50 million strong with purchasing power of nearly $1.2 trillion should be ? you should think about making mobile marketing part of your mix. Cellular usage among Hispanics is growing at a faster rate than in the population as a whole, a new study shows, according to a report in Business News Daily.

The percentage of Hispanic adults who use a cellular phone grew 26 percent since 2005, versus 18 percent for all adults, according to Scarborough Research?s Hispanic Multi-Market Study, which compiles information of lifestyles, technology adoption, demographics and media usage in 34 of the largest Hispanic markets in the U.S. Overall, cellular usages among Hispanics (82 percent) is on par with the general population (84 percent).

The survey also provided insights on how Hispanic usage varies locally. The markets with the highest usage rate are Atlanta (96 percent); Austin, Texas (91 percent) and Washington, D.C. (90 percent).

The bottom five markets in usages were Phoenix (74 percent); Bakersfield (73 percent) and Fresno/ Visalia, Calif. (71 percent); El Paso, Texas (70 percent,) and Colorado Springs/Pueblo, Colo. (68 percent).

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