What is Harrenmedia Research? Is Harrenmedia’s division focused on providing significant data and identifying the vertical opportunities by means of research, analysis and partnership with allies to find solutions for agencies and advertisers. Follow us at: www.twitter.com/hm_research Whitepaper objective: To provide a general overview of the usage, consumption and adoption of the Smartphones by the US Hispanic Online Users.

1. Whitepaper
Research Staff : Laura Morales MKT and Digital Intelligence
and Engel Fonseca VP Digital Value Generation North Cone.
Overview of Smartphones usage
and adoption by the US Hispanic
Online Users. November 2010.
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be duplicated or modified without written consent from
the authors or Freemount S de RL de CV.

2. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
What is Harrenmedia Research?
Is Harrenmedia’s division focused on providing
significant data and identifying the vertical
opportunities by means of research, analysis and
partnership with allies to find solutions for agencies
and advertisers.
Follow us at: www.twitter.com/hm_research

3. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Whitepaper objective:
To provide a general overview of the
usage, consumption and adoption of
the Smartphones by the US Hispanic
Online Users.

4. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Methodology:
For the analysis of the US Hispanic consumer behavior and
profile regarding adoption of new technologies and mobile
phones, we harvest data from the most recent studies from
various sources such as:
1. Comscore
2. IAB
3. Pew Hispanic Center
4. E-Marketer
*US States with the biggest Hispanic population density according to CensusScope
http://www.censusscope.org/us/map_hispanicpop.html

5. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
For the analysis of the hispanic online users navigation behavior
the top sites where the hispanic online community - that own
smartphones or are interested in having one – surf, were
determined using information fromAlexa® and Google
Adplanner®
filtering variables:
1. Country: USA
2. Language: Spanish
3. States: California, Arizona,Texas, New Mexico, Colorado and
Florida*
4. Keywords searched: mobile phones, smartphones, verizon,
sprint, blackberry, iphone, android
Methodology:

6. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Background:
234 million
Americans ages 13
and older used
mobile devices.
Latest Comscore Mobilens* Report states that in September 2010:
58.7 million people in
The U.S. owned
smartphones during the
three months ending in
September, up 15 percent
from the preceding three
month period

7. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Hispanic population is the biggest minority in the US*
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010.
http://www.iab.net/insights_research/947883/us_latinos

8. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
And they are willing to buy!
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010.
http://www.iab.net/insights_research/947883/us_latinos

9. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Hispanics online: A fast growing community that eagerly
accept, use and adopt digital technologies*
YESTERDAY
9% growth
2009‐2010, 3x that
of non‐Hispanic
White Alone TODAY:
30M Hispanics are
online (2010)
59.5% of Hispanic
population
13% of total online
users
TOMORROW
39M Hispanics will
be online in 2014
70% of Hispanic
population
16% of total online
users
32% growth, 4x
that of
non‐Hispanic White
Alone
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010.
http://www.iab.net/insights_research/947883/us_latinos
Background:

10. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Hispanic dominant & Biculturals represent 54% of Online
Hispanics & 71% of Offline Hispanics. Hispanic dominants are the
early adopters.*
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010.
http://www.iab.net/insights_research/947883/us_latinos

11. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Background:
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010.
http://www.iab.net/insights_research/947883/us_latinos

12. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
*IAB Hispanic Resarch Group - U.S. Latinos Online: a driving force. Published by IAB May 5, 2010.
http://www.iab.net/insights_research/947883/us_latinos

13. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
The Hispanic mobile suscriber is*:
1. Both male and female
of
2. 18-34 years old with an
3. income from 25k to 75k
(mayority fits into the 25k
to 50k slot).They are
4. employed full time and
mostly
5. Mexican; Mexican
American or Chicano
*Data from: comScore MobiLens, Dec ’09 3MA
Hispanics and mobile phones:

14. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
“Hispanics cannot imagine daily life
without their mobile phones and credit the
technology with strengthening
relationships and keeping them connected
to their social world, not just friends and
family,”
Lisa E. Phillips, eMarketer senior analyst and author of the report “Hispanic
Mobile Users and Usage.”
Hispanics and mobile phones:

15. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
*Pew Research Center, More Cell Phone Owners Use an App for That July, 2010.
** Comscore MobiLens, Dec ‘09 3MA
Hispanics love to use their
Mobiles
Hispanics and mobile phones:
There were 15.2M
Hispanic Mobile
Subscribers as
reported by
comScore MobiLens,
Dec ’09 3MA
40 percent of
Hispanic adults use
their mobile phone
to access the
Internet*
59 percent of
Hispanic
teens access
news on their
mobile
devices*
Hispanics ages 16 to 25
are more likely than
Hispanics ages 26 and
older to use mobile
technologies to
communicate with their
friends
62% of Hispanic adults,
access the Internet
wirelessly, either from
a WiFi/WiMax laptop
connection or through
their handheld device
like a smart phone**

16. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Data from Comscore MobiLens, Dec ‘09 3MA
Hispanics and Smartphones:
22.3% of Hispanic Mobile
Subscribers own a smartphone vs.
16.8% of USTotal Mobile
Subscribers. As of Dec ’09
3MA.3,391,000Hispanic
smartphone Subscribers.

17. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Top 6 Platforms:
41.6% RIM (Blackberry)
26% Apple (Iphone)
17.8% Microsoft (Windows
Mobile)
6.2% Google (Android)
5.9% Palm
2.4% Symbian (Nokia)
Smartphone market share:*
23.6
22.8
14.3
14.3
7.4
Top 5 operators (% share)
Verizon
AT&T Cingular
T-Mobile
Sprint
Metro PCS
Hispanics and Smartphones:
Data from Comscore MobiLens, Dec ‘09 3MA

18. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Where can we reach them?
Our research threw these web sites as those
reaching the most US
Hispanic dominant audience, interested in
smartphones, gadgets and social networking:
Hispanic audience for
smartphones:

19. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
*Data provided by GOOGLE AdPlanner®

20. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
So, the hispanics’ fav sites are:
Search engines: Google, Live.com, about.com
OnlineVideo:Youtube
Social networks: Facebook,Twitter, Myspace
Web portals:Yahoo!, MSN.com, go.com
Mail and messaging: Hotmail
Shopping: Amazon
Auctions: ebay
Computers: Apple
Hispanic audience for
smartphones:

21. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
And what about the long – tail?
Long-tail is the term used for those vertical sites that, although
each on their own don’t have the amount of users as the great
big sites, alltogether they capture most of the audience we are
interested in.
This year, lovetoknow.com*, a site dedicated to provide
information of US vertical websites (long-tail) Published it’s
“Top 10 hispanic sites” and those are:
* Lovetoknow.com Top 10 Hispanic Web Sites
Lovetoknow.com is an online media company that owns and operates a family of web sites dedicated to providing high quality, useful
information to Internet users.

22. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
According to “Love to Know”*, the TOP 10 HISPANIC WEB SITES are:
http://www.lovetoknow.com/top10/hispanic.html

23. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Hispanic audience for
smartphones:
Likes and Interests:
Data from GOOGLE Adplanner® by analizing the top sites for hispanic audiences.
Reggaeton
Ringtones and
Mobile
Goodies
Latin
American
Music
Social Network apps and add-
ons.
Mexico
Central
America

24. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
Conclusions:
1. Hispanics are the most important minority market in the US
2. The mayority is from mexican background, and fully
bilingual.
3. Are young and they are employed full time.
4. They tend to live in larger households than the non-hispanic
population.
5. Like to buy.
6. Adopt easily and eagerly the new communication adn
entertainment technologies and are Internet’s heavy users.
7. Love their mobile phones, and are increasingly switching to
smartphones.
8. The younger, the more they use mobile technologies to
interact socially.

25. Whitepaper
Copyright® Freemount S de RL de CV Mexico D.F. 2010. This document cannot be modified without written consent from the authors
or Freemount S de RL de CV. Partial use of this information should be accompained by the proper credit of the source.
9. Are heavily interested in Reggaeton, Mobile ringtones and
goodies, Mexico, Latin American Music and Social
Networking.
10. Can be reachable online in various sites such as:
9. Facebook
10. Twitter
11. Youtube
12. Migente.com
13. Mocospace.com
14. Yahoo!
15. MSN.com

26. Whitepaper
Thank You!
Laura Fernanda Morales Marketing and Digital Intelligence
laura.morales@harrenmedia.com
Engel Fonseca VP for Digital Value Generation North Cone
engel.fonseca@harrenmedia.com
Juan José Núñez C.O.O Harrenmedia US
jjnunez@harrenmedia.com
Harrenmedia
Phone: 305-728-7087
2332 Galiano Street, 2nd Floor
Coral Gables, FL 33134