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US: Mobile marketing more popular amongst multicultural brands
Date: 17/01/2008
Multicultural marketers in the US are leading the way in mobile advertising, according to a new survey by the Association of National Advertisers. It reports that 38% of multicultural marketers are using mobile marketing, compared with just 28% of general-market advertisers.
Online social networks are already used by 20% of the latter group, compared with 16% of their multicultural counterparts. However, 36% of these said they intended to start using social networks in the next year, in contrast with 19% of general marketers.
Forrester Research analyst Tamara Barber says a number of general-market websites have added Spanish-language pages, such as MySpace Latino. She adds: "There's a ton of energy right now around Spanish and bilingual sites," and she says Hispanic consumers are "much more likely to do advanced mobile activities".
A Forrester survey of 3,000 adults showed Hispanics are more likely than non-Hispanics to have cellphones with cameras (65% and 48%), video (41% and 17%), music (42% and 15%) and internet access (57% and 39%).
Source: WARC, ANA
For more information on the survey please visit www.ana.net.
