ThinkNow Research - Mobile Trends Study 2014

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The question isn’t whether or not Hispanic consumers adapt to mobile technology faster than their non-Hispanic counterparts. We know they do. The same goes for the frequency of mobile phone use. The questions are… To what degree? and For what purposes? Find out in this insightful new study by ThinkNow Research

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ThinkNow Research - Mobile Trends Study 2014

  1. 1. Mobile Trends 2014
  2. 2. 1. Survey Background and Methodology 2. Summary of Key Findings 3. Survey Results 4. Appendix Contents 2
  3. 3. Research Methodology 3 Method Online survey programmed and hosted by ThinkNow Sample Size • Hispanics: n=503 • Non-Hispanics: n=303 Screening Criteria • Age 18-64 Sample quotas • Age bracket • Gender balance • Region • Primary language spoken at home (Hispanics only) Weighting applied to balance 2014 samples to U.S. Census data with respect to age, gender and region. Test areas / cities Nationwide Fieldwork Timing February 2014 Survey margin of error At the 95% confidence interval: Hispanic sample (n=503) +/- 4.7% Non-Hispanic sample (n=303) +/- 5.7%
  4. 4. Key Findings 1
  5. 5. Android is easily the most popular mobile phone operating system among Hispanic consumers. Apple ranks second. • 51% of Hispanics 18 to 64 reported owning an Android phone compared to 34% among Non-Hispanics. • Apple is the number two operating system among both Hispanics and Non- Hispanics at approximately one-quarter each. Hispanic adults are more likely to engage in mobile phone activities as compared to Non-Hispanics, including (past week usage): • Using an app (47% Hispanics vs. 34% Non-Hispanics) • Using a search engine (45% vs. 35%) • Watching a video (43% vs. 34%) • Listening to music (45% vs. 34%) • Playing a game (45% vs. 37%) • Downloading an app (36% vs. 26%) Key Findings 5
  6. 6. The types of applications used by Hispanics and Non-Hispanics are quite similar, with games and social networks being the most common. • Among ‘app’ users, the majority reported having apps for gaming (68 Hispanics vs. 74% Non-Hispanics) and social networking (62% vs. 67%) apps: • Nearly all users of social networking apps use Facebook. • The Instagram app is significantly more common among Hispanics (44% vs. 29%) while Twitter is more popular among Non-Hispanics (61% vs. 45%) • Other popular types of apps include music (52% Hispanics vs. 46% NH), weather (50% vs. 55%) and banking (42% each). Hispanics and Non-Hispanics alike feel that advertisements that are received on cell phones are annoying. However, a significant number would be willing to put up with those ads for lower payments and/or free services. Agreement with Statements: • I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs (57% agreement among Hispanics vs. 56% Non-Hispanics) • I would be willing to receive advertisements on my cell phone in exchange for services such as live TV or Text Messages (45% Hispanics vs. 42% Non-Hispanics) Key Findings 6
  7. 7. Both Hispanics and Non-Hispanics agree that mobile phones are a useful vehicle for obtaining information about bargains as well as new products and services. Agreement with Statements: • Mobile phones provide me with useful information about bargains (57% agreement among Hispanics vs. 52% Non-Hispanics) • Advertising on mobile phones provide me with useful information about new products and services (44% vs. 42%) • Advertising on mobile phones provide me with meaningful information about the product use of other consumers (41% vs. 38%) Hispanics on average text more people during the day than non-Hispanics (3.3 vs. 2.6) • They also update their status on social media sites more frequently than non-Hispanics (4 times per day vs. 3.6) Key Findings 7
  8. 8. Survey Results 2 8
  9. 9. 50% 25% 11% 14% 36% 23% 18% 23% Android Apple Windows Other Hispanics Non-Hispanics Current Mobile Provider Q: Which operating system does your current mobile phone use? Base: All respondents Android is the most popular mobile phone operating system , particularly among Hispanic consumers. Apple ranks second. 9  Hispanics (n=503), Non-Hispanics (n=303) indicates statistically larger at 95% confidence 
  10. 10. Activities Done on Mobile Phone in Past 7 Days Q: Which of the following activities have you done with your mobile phone in the last 7 days? Base: All respondents Hispanics are significantly more likely to do most mobile phone activities compared to their Non-Hispanic counterparts– especially the downloading and usage of apps. 10 59% 47% 45% 45% 45% 43% 42% 34% 35% 29% 27% 26% 15% 15% 14% 11% 52% 34% 35% 34% 37% 34% 33% 26% 31% 26% 22% 29% 6% 8% 8% 22% Send a text to someone you know Used an application or "App" Used a search engine Listened to music Played a game Watched a video Visited or used a Social Networking site Downloaded an application or "App" Visited a website for Weather Visited a website for News Searched for information about a product Looked at a text ad you received Visited a website for Celebrity Gossip Used a mobile coupon Purchased a song None of these Hispanics Non-Hispanics             Hispanics (n=503) Non-Hispanics (n=303) Non-Hispanics are twice as likely to do none of these activities  indicates statistically larger at 95% confidence
  11. 11. 68% 62% 52% 50% 42% 32% 28% 28% 21% 19% 16% 10% 3% 74% 67% 46% 55% 42% 37% 23% 31% 26% 14% 16% 7% 3% Games Social Networking Music Weather Banking/Finance News Movies Shopping/Retail Food/Cooking Sports Fitness Healthcare None of these Hispanics Non-Hispanics Types of Apps Used in Past 7 Days Q: Which of the following kinds of Apps have you personally used in the last 7 days? Base: Used an app in past 7 days In general, Hispanics and Non-Hispanics use the same types of applications. Gaming and social networking apps are easily the most popular among both groups. 11 Hispanics (n=235), Non-Hispanics (n=103) indicates statistically larger at 95% confidence
  12. 12. Hispanics Non- Hispanics 76% 79% 8% 10% 8% 6% 4% -- 2% 4% -- -- 2% 1% 96% 45% 44% 42% 36% 18% 17% 99% 61% 29% 45% 32% 18% 16% Facebook Twitter Instagram Google+ Pinterest LinkedIn Snapchat Hispanics Non-Hispanics Social Media Apps Q: Which social media apps or sites do you currently use? Q: Of the social media apps/sites you told us you use, which ONE site do you most prefer to access from your mobile? Base: Have used social networking app in past 7 days Facebook is the dominant social media app of both Hispanic and Non-Hispanic adults. 12 Social Networking Apps Used in Past 7 Days   Hispanics (n=145), Non-Hispanics (n=70) indicates statistically larger at 95% confidence Favorite Social Networking App
  13. 13. Texting & Updating Status/Checking Social Media Q: How many different people do you exchange text messages with on a typical day? Base: All Respondents. Q: In a typical day, how many times do you use your cell phone to update your status or check in with social media sites? Base: Use social networking app On average, Hispanics exchange text messages with more people on a day-to-day basis compared to Non-Hispanics. 13 8% 36% 34% 12% 10% 23% 36% 26% 6% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% None 1-2 3-4 5-6 7+ Hispanics Non-Hispanics Number of People Text With Per Day Hispanics (n=503), Non-Hispanics (n=303)  Hispanics Non- Hispanics MEAN 3.3 2.6 11% 33% 21% 10% 25% 10% 34% 25% 9% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% None 1-2 3-4 5-6 7+ Hispanics Non-Hispanics Number of Times Use Cell Phone to Update Status or Check Social Media Sites Hispanics (n=145), Non-Hispanics (n=69) Hispanics Non- Hispanics MEAN 4.0 3.6 indicates statistically larger at 95% confidence
  14. 14. 80% 57% 57% 51% 45% 44% 41% 81% 56% 52% 57% 42% 42% 38% Hispanics Non-Hispanics Attitudes About Mobile Advertising Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Bases: All respondents. Although Hispanics and Non-Hispanics agree that advertisements that are received on cell phones are annoying, just over half of each group said they would put up with those ads in exchange for lower monthly payments. 14 Hispanics (n=503), Non-Hispanics (n=303)  indicates statistically larger at 95% confidence Top 2 Box Agreement: Agree Completely/Somewhat Advertisements on cell phones are annoying I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs Mobile phones provides me with useful information about bargains I just want to use my cell phone to make and receive calls and don’t care about any other features I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or Text Messages Advertising on mobile phones provides me with useful information about new products and services Advertising on mobile phones provides me with meaningful information about the product use of other consumers Roughly 4-in-10 find mobile ads to be useful in providing info about products/ services
  15. 15. Appendix: Sample Profile 3 15
  16. 16. Sample Profile 16 Metric Hispanics n=503 Non- Hispanics n=303 Metric Hispanics n=500 Non- Hispanics n=300 Male 48% 48% Marital Status: Female 52% 52% Married 53% 41% Single 30% 33% Age: Separated/divorced 7% 10% 18 to 24 20% 15% Living with partner 8% 11% 25 to 34 27% 20% Widowed 2% 4% 35 to 44 24% 20% 45 to 54 18% 23% Average household size 3.4 3.0 55 to 64 11% 21% Mean age 37 40 Have children <18 in HH 57% 41% Census Region: Household Income: Northeast 18% 20% Less than $40,000 43% 45% Midwest 12% 24% $40,000 or more 54% 50% South 35% 38% Mean Income $51,900 $46,400 West 36% 18%
  17. 17. Sample Profile – Cont. 17 Metric Hispanics n=503 Metric Hispanics n=503 Acculturation: Hispanic Origin: Low Acculturation 16% Mexican 58% Medium Acculturation 58% Puerto Rican 17% High Acculturation 27% Cuban 8% South American 11% Language Spoken at Home: Central American 8% Spanish only 10% Dominican 3% Spanish mostly 26% Spanish and English equally 27% English mostly 18% English only 19%
  18. 18. CONTACT INFO: 2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 Main Phone: 877-200-2710 Mario X. Carrasco, M.A. 818-843-0220 x101 mario@thinknowresearch.com Roy Eduardo Kokoyachuk, MBA 818-843-0220 x102 roy@thinknowresearch.com

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