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Mar 06

Hispanics are Ahead of the Curve in Adopting Digital Devices, including Smartphones

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According to Nielsen and Hispanicize Hispanics are ahead of the curve in adopting digital devices, including smartphones

 Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013. And among those who bought their mobile phone within the last three months, a whopping 84 percent chose smartphones for their new handsets.

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Multicultural consumers have led the growth in smartphone penetration, as they’re adopting smartphones at a higher rate than the U.S. average. In fact, Asian Americans lead the U.S. in smartphones ownership, as nearly four out of five (78%) already use smartphones. Hispanics are ahead of the curve in adopting digital devices, including smartphones, as over three-quarters (77%) of Latinos in the U.S. use smartphones. And according to Nielsen’s Digital Consumer Report, about half of Hispanics said they plan to upgrade/replace their mobile handset in the next six months. African-Americans are also pioneers of smartphone technology, as 73 percent of Black consumers in the U.S. currently own smartphones.

 

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As smartphone ownership continues to grow across most consumer segments, what mobile experience are they choosing? The majority of smartphone owners use handsets running Android OS (52%) in terms of U.S. market share. But Apple expanded its lead as the top smartphone manufacturer (42% of smartphone owners own an iPhone), while Samsung’s Android increased to 28 percent market share in the U.S., up 3 percentage points in the last six months since Q2 2013.

Article by Katherine Johnson | 3/4/2014 www.Hispanicize.com

 

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