A week ago we reported on some of the new data from the Florida State University Center for Hispanic Marketing Communication and DMS Insights Multicultural Marketing Study. Those findings revealed that Hispanics are digital pioneers in having blogs and personal websites.
Much speculation and some research has claimed that Hispanics are leading in the area of Smart Phone usage. With the our sample of 2,500 respondents nationwide (500 per segment), we found that this year online Hispanics who prefer Spanish, Asians, and Hispanics who prefer English lead in having smart phones over other segments. This is most pronouncedly true when comparing them to non-Hispanic Whites. Close to 50% of these online segments have a smart phone now!