Media Daily News
Hispanic, Asian and African-American mobile users are more likely than white mobile users to access the mobile Internet, according to a new study by eMarketer, suggesting that these minority groups are promising targets for mobile marketing and advertising.
The eMarketer finding is especially interesting considering that mobile phone penetration is highest among the white population, at 78.3 percent, compared to 77.3 percent for Asians, 74 percent among African-Americans, and 69.2 percent for Hispanics.
Despite this, mobile Internet penetration is notably higher among the minority groups, with 52.9 percent of Hispanic mobile phone users accessing the mobile Web, along with 48.9 percent of African-Americans, and 48.1 percent of Asians — compared to 36.3 percent for whites.
Mobile Internet use by different ethnic groups should even out somewhat in coming years, according to eMarketer, although Hispanics will maintain a considerable lead. By 2015 mobile Internet penetration is forecast to grow to 71.1 percent for Hispanics, compared to 58.8 percent for whites, 62.8 percent for Asians, and 57.5 percent for African-Americans.