There is not much information on the Hispanic market but the
following references should provide you with some helpful data.
From "Executive Summary: The U.S. Hispanic Market." Packaged Facts. 2005
Cell Phone Use on Rise within Latino Families:
"Although Hispanic moms are much less likely to own a cell phone,
Latino dads are nearly as likely as their non-Hispanic counterparts to
own a cell phone (69.3% vs. 74.6%). Also, nearly half (46.7%) of
Hispanic girls in the 12- to 17-year-old age group own cell phones, a
percentage that is about the same as the proportion of non-Hispanic
teen girls with cell phones (47.3%)."
From the Pew Research Center
"Income remains a crucial factor - while nearly nine-in-ten (86%) of
those in households earning $75,000 or more have cell phones, this
drops to just 42% among those earning less than $20,000 annually.
Despite this pattern, blacks and Hispanics are slightly more likely
than white respondents to own cell phones (68% vs. 63%)."
"Survey Tracks Ethnic Mobile Usage," By Robb Murray. January 17, 2006
"A new study shows that in the third quarter of 2005, African
Americans and Hispanics were the heaviest users of cell phones, and
their rate of growth was faster than other ethnic groups."
"The study, done by Telephia, shows that African American cell phone
owners used an average of 1,200 minutes, and their use was growing at
a rate of about 10 percent between the first and third quarters of
2005. Hispanic cell phone owners, meanwhile, used on average about 979
minutes, and their rate of growth was about 13 percent."
See charts in the following report: "Comprehensive Consumer Insights
to Expand Your Asian American Consumer Base." ARF Webcast December 14,
Cell Phone Usage - "Significantly more Asians own a cell phone. Cell
phone ownership is lowest among Hispanics."
Percentage rate among Hispanics was 47%
Scroll down further for more cellphone related charts
From African Americans are Most Media-Active and Advertiser-Friendly
Audience," By Jack Myers.
"Asians and Hispanics are dramatically more likely to own a cell phone
with a camera feature (33% of Asians and Hispanics compared to 17% of
Caucasians and 22% of African Americans). A larger percentage of
Hispanics also have cell phone with text messaging features (42% vs.
28% of total respondents)."
2002 Figurs: From "Cingular makes a new call - Wireless firm expands
Brentwood center with outgoing telesales operation." May 10, 2002
"Meanwhile, an area that has garnered the attention of Cingular is the
sizable Hispanic market. According to a recent study by marketing and
research firm Cheskin Research, 16 million, or 48 percent of all
Hispanics in the country, have a cell phone. Nationally, more than 120
million people own a cell phone, but the number of new subscribers has
fallen from more than 23 million in 2000 to about 20 million last year
and is expected to drop further to 17 million in the next few years."
See question #42 about cell phone use in the following survey: "THE
LATINO COALITION & HISPANIC BUSINESS ROUNDTABLE NATIONAL SURVEY OF
HISPANIC ADULTS." JULY 24, 2001
I hope this information is helpful.
Hispanics AND cell phone
Hispanics AND cell phone use OR usage
Hispanics AND "own a cell phone"
Clarification of Answer by
05 May 2006 11:44 PDT
The following articles also highlight the fact that the cell phone
market is growing rapidly among Hispanics.
Read "Hispanics? Cellular Bills Are 10 Percent Higher Than the
National Average." 2004
Read "Cellphone industry's best customers speak Spanish," by Sara
Miller Llana. The Christian Science Monitor. November 1, 2005
"As an illegal immigrant, she must live without a lot of things. But
there's one thing she won't live without: her cellphone. Indeed, when
it comes to mobile phones, millions of Latinos in America like Carolin
are among the industry's best customers."
"Hispanics are outpacing others in navigating the newest horizons of
the wireless world. They're placing greater importance on taking
pictures with their phones and sending text messages far and wide,
according to market research companies. They are more likely to have
unplugged their land lines altogether. And compared with the general
market, they shell out 10 percent more money for their wireless bills,
according to some estimates."
"Telecommunications companies have taken note, rushing to capture the
market of 40 million Hispanics in the US, from new immigrants to
affluent Latin Americans who have been in the US for decades. The
prepaid phone market has exploded, which draws those unable or
unwilling to sign a contract. Companies such as Cingular Wireless are
offering competitive rates abroad, and targeting niche audiences with
Spanish-language games and news or salsa ring tones."
"Communication is extremely important to this particular group of
individuals, who are coming from all parts of the world," says Alisa
Joseph, vice president of advertiser marketing services of Scarborough
Research, in New York. Her firm found that Hispanics pay an average of
$67 a month for cellphone bills, compared with $60 for the general
"A wireless phone is an ideal mechanism for families to keep in touch
with one another ... and wireless companies are morphing themselves to
meet these needs," she adds.
See "A New Tone," by Sam Diaz. HISPANIC BUSINESS Magazine. Sept. 2004
"Calling plans also are aggressively courting Hispanics and other
consumers with variety and options. Last month, Sprint PCS introduced
a $4 per month wireless international calling plan that allows users
to place calls from the United States to Mexico over its network at a
rate of nine cents a minute. AT&T Wireless offers its WorldConnect
Mexico plan that - for $4.99 per month - not only puts the
U.S.-to-Mexico rate at nine cents per minute but also allows roaming
on calls placed from within Mexico to the United States for 69 cents a
minute. And Verizon Wireless has a North America Choice plan that
treats calls to and from parts of Canada, Mexico, and Puerto Rico the
same as it does calls across town, starting at $60 for a 400-minute
"The fact that three of the largest players in the wireless
communications business would put together such packages speaks
volumes about the power that the Hispanic market has begun to wield.
According to Scarborough Research, Hispanics spend more per month on
cellular phone service - about $67 per household, compared with $62
per household for the general market - and account for more than 10
percent of total monthly spending on cell phone services in the United
"If there was ever a perception that the Hispanic market is not
spending as much on telecommunications, that myth is broken," says
Scarborough's Ms. Joseph. "It's not only a growing customer base but
one that's very profitable. These are the folks that will spend the
largest amounts on calling plans."
From 2003 data:
"Hispanics, Young Adults Expected To Lead Cellphone Market," By TechWeb.com
"One in four non-subscribers of mobile phone services in major
metropolitan areas in the U.S. plan to sign up this year, with
Hispanics and young adults being the most likely to sport new cellular
phones. That's according to a survey of 50,000 consumers conducted by
market research firm Telephia Inc., Hispanics and young adults are
projected to be the market segments most willing to open their wallets
for first-time service.
"In 2002, an average of 53 percent of people living in or near 44
cities used cellular phones........
"The study showed that 60 percent of new subscribers this year are
more likely to be young adults, 18 to 24 years old; and 69 percent are
more likely to be Hispanic. Telephia said future industry growth will
increasingly depend on effective marketing to these two segments."