Over a fifth of Hispanics in the US access the internet exclusively via mobile devices, according to new research by US internet analytics firm ComScore.
The behaviour is particularly noticeable among millennial Hispanics: two in five are mobile-only internet users, which underscores the importance of developing a mobile strategy to target this segment. Mobile-only internet use is also increasing in the non-Hispanic population, but remains far lower at 9%.
These figures highlight the need to consider the different digital needs of a significant proportion of US residents – nearly one in six describe themselves as Hispanic, and this demographic is expected to make up a third of the population by 2060.
According to ComScore, they are a group with "many unique media habits – particularly when it comes to digital". See how US mobile network Verizon Wireless is targeting Hispanic communities in our recent blog post.