10 years ago, the multicultural population was often the "left behind" group that failed to adopt this new technology -- a direct result of the relatively high costs of PCs and Internet access.
Today statistics, however, show a completely different scenario. Not only are a large percentage of multicultural consumers using mobile phones, but they are heavy mobile data users as well.
An M:Metrics study conducted last year showed that 42.9 percent of Hispanic mobile users had downloaded a mobile application, compared with only 18.8 percent for the general market.
A similar study by Advertising Age confirmed these results, showing that U.S. Hispanics are early adopters of mobile data services including messaging, downloading ring tones and music files and sending and receiving email.
For African Americans, a Pew Internet and American Life Project study reported that 50 percent of African Americans use mobile applications on a daily basis. It also has been shown that African Americans will spend beyond their means on "hot" or "trendsetter" items, such as the new Apple iPhone, giving them increased access to mobile applications.
On top of that, mobile marketing enables you to have one-on-one targeted communications with your intended audience. That said, now you can actually create culturally-relevant, effective message for reaching your multicultural audiences.
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