Latinos in the US are leading the use of smartphones and tablets as media devices

Hispanic Americans are leading the adoption of smartphones and tablets as their media devices, according to a study conducted by Specific Media. The research examined how Hispanics in the US- the second largest and fastest growing ethnic group in the country, use the internet, smartphones, tablets, and television in their day to day.The study showed that Latinos spend 83% more time online than non-Hispanics and are more receptive to advertising in general than other Americans. Many Latinos consider useful and relevant ads on the phone, they also make more purchases online using this device.For marketers and advertisers who wish to be included in this process of increasing purchasing power and cultural impact of an audience that is growing, the key is in digital media.”This research comes at an important time for the industry, where vendors are responsible for achieving accurate audiences with a huge variety of channels, specifically in the category of smartphones and tablets,” Jon Schulz said, director of marketing at Viant. “Our findings show that there are many consumer profiles and each simultaneously consume television, online channels and applications, presenting new opportunities for marketers. The Hispanic audience is one that is leading the market consumption of mobile technology.”It will become increasingly significant to consider Hispanic users when developing applications and digital marketing plans.