2012 Hispanic Mobile Consumer Trends

2012 hispanic mobile consumer trends projections 2011 2012 13.5 17,6 501.1 (BILLIONS. USD) projected adult hispanic spending on mobile tech devices 0% /TH 299.5 (MILLIONS, USD) projected adult hispanic spending on mobile apps 67% GROWTH devices other (please specify) - 1.8% i am not sure- 2.5% ios (apple) - 20.9% i do not own/have a cell phone - 6.1% i use pre -paid cell phones -5.5% i have a cell phone, but it is not a smart phone - 27.0% android os (google) symbian (nokia) - 1.4% 27.4% blackberry os (rim) - 7.4% what type of smart phone operating system do you have? i do not have any of these devices 11.1% e-reader (eg. kindle) 11.1% ipod (mp3 player) 41.8% what type of mobile device(s) do you have? smartphone 51.5% tablet (eg. ipad) 18.8% laptop 69.7% netbook 14.1% blog 3.6% play music 21.0% pay bills 10.7% internet purchase/shopping 14.7% 12.1% what activities do you use your gps socialnetworking (eg. facebook) 22.2% tablet for? email 26.6% internet search 26.6% games 29.8% don't have a tablet 59,9% i Wouldn't change for any reason 12.3% cheaper price - 34.1% what would cause you to change brands (manufacturers) of your devices? better quality - 25.5% more service area 4.2% more functions 15.5% better customer service -8.7% e-reader - 12% netbook - 11% ipod (mp3 player) laptop - 21% -17% over the next six months, how likely are you to purchase any of the following devices? tablet - 18% smartphone - 24% apps none of the above 37 7% finance 12.4% news 23.6% none of the above 8.1% what types of smartphone/ mobile apps (applications) have you bought? health and fitness 16.9% navigation 23.6% sports 15.5% travel 13.6% games 48.3% books 22.6% songs 41.3% about half in english and spanish - 12.8% primarily in spanish - 3.1% my apps are... primarily in english - 84.1% none - 22.4% 1-5- 19.3% over 50 - 7.1% 6-10- 16.5% how many different apps do you own? 31-50-5.7% 21-30- 11.4% 11-20 - 17.5% S15.01 - $20.00 - 0.6% over $20.00 - 12% $10.01 - $15.00 - 3.0% less than $1.00 - 48.8% $5.01 - $10.00 -6.5%. how much do you typically spend on a single app? $2.01 $5,00- 17.9% $1.01 - $2.00 - 22.0% over one year ago - 5% i haven't purchased any apps - 21% six months to one year - 2% three to six months ago - 4% two months ago - 4% one month ago - 8% 22 - 28 days (3 weeks ago) - 6% 15 - 21 days (2 weeks ago) - 8% 8- 14 days (last week) - 13% one to 7 days ago (this week) - 31% when was your most recent app purchased? social networks other (please specify) 4.6% i do not use social networks = 14.3% badoo 3.0% google+ 19.2% twitter 29.0% mylife 4.0% what type of social networks do meetup 2.8% you use? friendster 3.2% ning 3.4% linkedin 12.3% myspace 23.4% facebook 79.4% i do not use social networks, 13.1% desktop pc, 26. 4% netbook, 1.0% how do you most often access smartphone, 198% social networks? tablet, 3.4% laptop, 36.3% sports other (please specify), 12.3% baseball 13.1% surfing, 0.4% skiing, 0.0% ice skating, 5.5% golf, 1.0% basketball, 16.2% tennis, 4.0% gymnastics, 4.2% SOccer, 14.1% football, 29.3% what is your favorite sport to view? daily - 10.5% once or twice /week 18.0% how often do you view live streaming sports with a mobile device? not at all - 54,3% once or twice /month - 10.7% once or twice /year 6.5% general usage other (please specify) 4.1% free products/services 29.5% sweepstakes/contests 29.4% pay bills 48.9% classified/ auctions 18.8% search 52 4% when you go online, what are your main activities? research topics / products 48.7% purchase products 44.4% videos and music 54.0% blogging 14.9% instant messaging 31.3% email 83.8% online games 46.0% Social networking 66.5% about half in english and spanish - 15.7% primarily spanish -3.5% communication via the internet / email is primarily english 80.8% almost always 15.9% never - 17.1% When you view online ads, how often do you check them out (click on)? about half the time 26.6% i seldom click on online ads - 40.5% none of the above 45.0% travelzoo 7.6% dailydealster 6.8% dealon -9.0% kab deals 4.6% which of the following daily deal websites do you visit? eversave 10.2% buywithme 6.4% tippr 5.0% Iivingsocial 25.7% groupon 40.4% ZP Source: 2012 Hispanic Mobile Consumer Survey of 504 Hispanic residents in the United States. Survey fielded in December 2011. Zpryme Practice: Hispanic Insights. leam more @: zpryme.com/practices/hispanic-insights or email: [email protected], subjectline "Hispanic Insights" ZPrýme zpryme.com Research & Consulting APPS