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IAB exec: Millennial Hispanics will fuel next-generation mobile marketing

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NEW YORK - Univision and Interactive Advertising Bureau executives at the 2014 IAB Mobile Marketplace gave a sneak peek at some new research that could unlock marketing opportunities with millennial Hispanics.

The “US Hispanic Millennials: Portraits of a Mobile-First Generation” session included findings from the qualitative portion of research from the IAB and Univision that hones in on Hispanic consumers aged between 18-30 years old. A quantitative portion of the research is rolling out in the next few weeks with a final report available later this summer.

“This is the first mobile-first generation,” said Joe Laszlo, senior director of the Mobile Marketing Center of Excellence at the IAB, New York. 

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“Millennials are living their lives in a slightly different way than the rest of us because smartphones are such a part of their lives for such a long time,” he said.

Plugged-in consumers
According to comScore, there are 17 million Hispanic millennials in the United States today that are roughly between the ages of 18-30 years old.

Marketers are particularly interested in this demographic because the group over-indexes on mobile and gives marketers some insight into what marketing will look like in the coming years.

Additional data from Nielsen finds that 76 percent of U.S. Hispanic adults with a mobile device own a smartphone, up from 67 percent of the overall population.

One of the more interesting findings from the first stage of the report is that Hispanic millennials do not view a difference between being online and offline. In fact, this group only views themselves as going offline when they want to hide or make themselves unavailable to others.

The consumers surveyed owned an average of five different mobile devices, and viewed owning their first smartphone as a major life moment. 

Moreover, old smartphones serve as mementos where old photographs and memories are stored.

Per the research, millennials are receptive to mobile advertising as long as it is relevant and contextual to their everyday lives.

The IAB and Univision used a qualitative survey consisting of 62 Hispanic millennials in markets including Los Angeles, Tampa and Columbia, SC. The research included group sessions and one-on-one interviews.

Multiple mobile activities 
When it comes to specific mobile tactics, SMS is a key part in how millennial Hispanics interact with their mobile devices.

On the other hand, email is viewed as a more formal marketing medium.

It should also come as no surprise that these consumers are devouring social media from their smartphones and tablets.

Interestingly though, Facebook and Instagram were singled out as the two most used social platforms. Twitter was the third most-used platform.

“All these devices have been supplanted and it’s now all in one place [with] the convenience of the smartphone,” said Marshall Cohen, executive vice president of corporate research at Univision Communications, New York.

Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

 
Related content: Research, mobile, mobile marketing, mobile commerce, IAB, Joe Lazlo, IAB, Marshall Cohen, Univision

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