A new report by The Hispanic Institute and Mobile Future, "Hispanic Broadband Access: Making the Most of the Mobile, Connected Future," [pdf] demonstrates the pervasiveness of wireless broadband services in their daily lives.
Highlights of the report include:
1. While Hispanics trail other U.S. populations in overall Internet access, they are among the most avid users of mobile broadband. In fact, Hispanics and African Americans lead mobile broadband use (53% and 58% respectively), with both communities far ahead of Whites (33%).
2. Hispanics are more mobile than the general U.S. population
and, thus, rely more on cell phones. In fact, compared to Americans generally,
Hispanics account for more minutes used and for a higher percentage of
cell-phone ownership despite their relatively low incomes.
3. Given that roughly 40% of U.S. Hispanics are born abroad, in
countries where wireless service often is more common than landline phones, the
American Hispanic community is more open to mobile broadband than many other
population groups. This familiarity makes the leap to smartphones and other
connected mobile devices a more intuitive step for many than turning to wired,
home broadband adoption and computer usage.
4. In 2008, Hispanics outpaced the general population in accessing and downloading digital media (music, video, audio, movies, television programs, video games and podcasts), 42% to 35%.
At the talks I do about social and mobile media, most public health people are stunned to learn that Hispanics are such avid mobile users. Indeed, the first objection to using mobile and SNS is that 'they will not reach my population.' As I say then, and here again, get your preconceptions behind you. Hard-to-reach is a source-driven construct, not an audience-driven one.