Latinos Help Drive The Growth Of Mobile Advertising

A report from comScore found that mobile display advertisers have more than doubled in the past two years, given that this trend is largely driven by the adoption of smartphones, and that almost half of all Latinos use smartphones, this trend is sure to hugely impact the Latino consumer and mobile markets.

Although only about 31% of mobile users in the country use smartphones, this figure stands at 45% for Latino mobile subscribers. That’s not even to mention that we’ve reported that Latinos are more receptive to online advertising, which is to say, they are more likely to click. Here’s a snippet from the comScore report:

More than 80 percent of smartphone users accessed their mobile browser (82.3 percent) or applications (85.0 percent) during March, while just 19.1 percent of feature phone users utilized their mobile browser and 15.9 percent accessed apps. Smartphone users were also far more likely to see web or in app ads (27.5 percent vs. 5.0 percent) due to their heavier usage of mobile browsers and applications and were also more likely to respond to SMS ads (7.7 percent vs. 3.5 percent).

Translation: smartphones mean people brows the Internet more, which means they are more likely to see ads. And since almost half of Latino mobile users has a smartphone, and they are a group more likely to surf the web on their phones than on a computer, companies like Google and AT&T are catering their services to Latino consumers.

It will be exciting to see how brands, marketers, developers and the whole bunch of Internet people scrambling to make a buck off the growing Latino consumer market will address this potential Latino smartphone web browsing market. We’ve seen that about half of brands ignore Latinos on social media campaigns, I wonder what will happen with mobile advertising?

Follow Sara Inés Calderón on Twitter @SaraChicaD