SPECIAL THANKS TO Two things to keep in mind when

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SPECIAL THANKS TO

“Two things to keep in mind when considering key targets for mobile marketing. First is that Hispanics adopt tech products at a higher rate than the general market. Consequently, they are more likely to have mobile devices and spend significantly more time on them as they connect with family and friends here and in home

countries. The second point is one that is a key growth driver. Hispanics of every segment are growing at a faster rate than the general market. That includes adults, kids, teens, men or women. Compare the 15% growth of Hispanic Millennials between 2006 and 2011 to the 1% growth of Non- Hispanic 18-34 year olds. You would rightly conclude that Hispanics are a big part of the mobile market today AND tomorrow.”

Roberto Orci, Chair of AHAA and CEO of Acento Advertising

"Hispanic consumers are fast and furious adopters of new technology, especially mobile devices, apps and content. What started out as a convenient way to pick out a movie or a place to eat, is evolving into something much more. Hispanics want to engage in a mobile experience that empowers them and gives meaning to their authentic voice. This is especially true of young Hispanics who want to change the conversation and influence the brands that they build relationships with - and mobile

technology is their medium of choice."

Glenn Llopis CEO, Center for Hispanic Leadership

"Mobile is the new frontier for marketing to Latinos because Hispanics are not only huge early adopters of technology but virtually all smartphones today – even the cheapest ones - are powerful computers. The age of the iPhone is all about constant connectivity and engagement and that trend plays well to Latinos' natural tendency to be ultra social."

Manny Ruiz, Chairman, Hispanicize

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INSERT TOC PAGE

Executive Summary... 1

Methodology ... 1

Zpryme Hispanic Insights Practice ... 1

Top 12 Major Findings ... 3

Overall Survey Results ... 4

Respondent Gender and Age ... 4

Education ... 4

Household Income ... 4

Location of Respondents ... 5

Primary Residence ... 5

Generation ... 5

Language Spoken at Home ... 5

Online Activities ... 6

Internet Usage ... 6

Language Used on Internet ... 6

Device Used to Connect to the Internet ... 7

Online Spending ... 7

Online Purchasing Factors ... 7

Smartphone Type ... 8

Time Spent on Mobile Phone ... 8

Mobile Phone Communication Preference ... 8

Mobile Phone Availability ... 8

Smartphone Internet Access ... 9

Next Mobile Phone to Purchase ... 9

Mobile Apps Purchased... 9

Mobile App Language... 10

Number of Apps Owned ... 10

App Spending ... 10

Most Recent App Purchased ... 10

Time Most Recent App Was Purchased ... 11

GPS Usage ... 11

Mobile Device Ownership ... 11

Mobile Device Likely to Purchase ... 11

Tablet Activities ... 12

Cause to Change Device Brands ... 12

Social Networks Used ... 12

Device Used to Access Social Networks ... 13

Daily Deal Usage ... 13

Preferred Method to Access Entertainment... 13

Live Streaming Sports on Mobile Device ... 13

Online Advertising Viewership ... 14

News Updates ... 14

Cross Tabulations ... 15

Age Analysis ... 16

Gender Analysis ... 17

Generation Analysis ... 18

Education Level Analysis ... 19

Summary ... 20

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Executive Summary

“Hispanics of every segment are growing at a faster rate than the general market... you would rightly conclude that Hispanics are a big part of the mobile market today and tomorrow.‖

- Roberto Orci, Chair AHAA (The Association of Hispanic Advertising Agencies)¹ Mobile devices are ubiquitous, particularly with Hispanics.

Companies that do not have a well-defined Hispanic mobile strategy are destined to lose out on the most brand-cognizant and more importantly ―connected‖ U.S. demographic.

Like no other group before them, Zpryme’s 2012 Hispanic Mobile Consumer Trends Study reveals that Hispanics are poised to drive a significant share of the demand for mobile technology in the U.S. Over the next five years, Hispanics will increasingly influence mobile technology markets in the U.S., and by 2017 Zpryme predicts that one out of every five tablets and smartphones in the U.S. will be purchased by Hispanics.

As more Hispanics embrace mobile technologies, they will also spur demand for innovative content, new media, and advertising to meet their diverse set tastes and preferences. The metric for success to a Hispanic mobile advertising campaign

―done right‖ will not be measured by followers and likes, but by brands that monitor the meaningful pulse of their culture and technology adoption. It’s clear that Hispanics will play a key role in defining the convergence of our digital and offline worlds.

1 Roberto Orci, Chair of AHAA and Acento Advertising noted to Zpryme in April 2012.

Methodology

A survey was administered via the internet to a representative sample of 504 adult Hispanics between 18 and 70 years old in December of 2011. This report will provide a descriptive frequency for each of the items and then explore some selected crosstabs. The demographic responses for age, gender, income level, education level, generation, and primary language will be examined in their relationships with mobile device usage, social media usage, online spending, device purchases, and daily deals. A brief summary will conclude the report.

Zpryme Hispanic Insights Practice

Hispanics are comprised of many races and nationalities, speak several languages and span the socio-economic spectrum.

Irrespective of language or national origin, they share many commercially appealing traits: they are younger, open to new brand opportunities, upwardly mobile, and eager to embrace the "American experience.‖

Zpryme’s Hispanic Insights practice helps clients better understand and engage this diverse group during all phases of integration. In addition to helping clients reach Hispanics during the early (typically non-English) phases of their American experience, we also help clients better engage Hispanics as they integrate with mainstream America by appealing to the new-world values we all share. The values and aspirations of Hispanics bind them to each other—and to all other Americans as well. In fact, they are just as influenced by American culture as they are by their countries of origin. So rather than representing a new culture, Hispanics simply reflect a continuation of the American story and character.

In short, understanding where and how to appeal Hispanics is no longer just about appealing to particular ethnicities, it's quickly becoming key to understanding the mainstream American consumer as well.

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Top 12 Major Findings

1

Tablet users ranked games as their most frequent activity as 74.3% said they used their tablet for gaming. Other notable tablet activities included social networking (55.4%), internet purchases (36.6%), and paying bills (26.7%).

5

Although 27.4% said they currently used an Android smartphone, 31.3% said their next smartphone purchase would be an iPhone. Only 9.6% said their next smartphone purchase would be an Android.

9

Four out of ten (42.0%) said they spend $26 to $100 on their internet purchases.

2

Just over half (53.0%) preferred to get their entertainment on a mobile device (laptop/PC, cell phone, or tablet). The remaining 47.0% said they preferred to get their entertainment on their T.V.

6

One out of five (19.8%)

preferred to access social

networks on their smartphone.

10

The amount spent per mobile app was $2.00 or less for a large group (70.8%) of the sample, with almost half (48.8%) spending less than

$1.00. Nearly half (48.3%) said they have purchased game apps.

3

Six out of ten (63.4%) spent at least three hours per day on the internet, while four out of ten (41.0%) spent at least three hours per day on their mobile phone.

7

Females were more likely than males to use Facebook (82.0%

versus 73.3% for males) and the daily deal site Groupon (45.0% versus 32.0% for males).

11

The youngest Hispanics (18 – 25 years old) were more likely than any other age group to use mobile devices of any type and were most likely to purchase new devices in the next 6 months.

4

When it comes to mobile device brand loyalty, only a small percentage (12.3%) said they would not change mobile device brands for any reason.

8

Nearly one out of four (24.2%)

own 20 or more mobile apps.

12

Hispanics with a Bachelor’s degree or higher were significantly more likely to own a tablet than Hispanics without a Bachelor’s degree.

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Overall Survey Results

Respondent Gender and Age

The sample included 504 people (females 57.5% and males 42.5%) who ranged in age from 18 to 70, with the two largest groups being 18 – 25 (36.6%) and 31 – 40 (22.5%) and an average age of 33.4 years.

Education

More respondents reported to have had some college (38.7%) than any other group, with 26.0% saying a high school diploma/GED, 16.4% with a baccalaureate degree, 9.8% a graduate degree, 4.9% less than high school, and 4.1% a

professional degree.

Household Income

Household annual income spanned from less than $20,000 to over $200,000, with the largest group (25.0%) saying they earned

$30,001 to $50,000 per year.

42.5%

57.5%

0%

10%

20%

30%

40%

50%

60%

70%

Male Female

What is your gender?

Source: Zpryme, Figure: 1

36.6%

16.2%

22.5%

11.5%

8.8%

4.3%

0%

10%

20%

30%

40%

18-25 26-30 31-40 41-50 51-60 61-70 What is your age?

Source: Zpryme, Figure: 2

4.9%

26.0%

38.7%

16.4%

9.8%

4.1%

0%

10%

20%

30%

40%

50%

Less than high

school High school

diploma/GED Some college Baccalaureate

degree Graduate

degree Professional degree

What is your education level?

19.8% 18.4%

25.0%

17.4%

10.0%

8.0%

1.4%

0%

5%

10%

15%

20%

25%

30%

Less than

$20,000 $20,001 to

$30,000 $30,001 to

$50,000 $50,001 to

$75,000 $75,001 to

$100,000 $100,001 to

$200,000 Over

$200,000

What is your household income?

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Location of Respondents

Responses were received from 42 states, the District of Columbia, and American territories.

The top five states for Hispanics in this sample were: California (24.3%), Texas (14.1%), Florida (11.0%), New York (8.6%), and Illinois (3.9%). These five states totaled 61.9% of the sample.

Primary Residence

The primary residence for this sample was: own/buying a single family residence (40.8%), renting/leasing an apartment (38.4%), living with relatives/friends (14.5%), or own/buying a condo (6.3%).

Generation

Of those who self-identified as Hispanic, 41.6% were third generation, 37.3% were second generation, and 21.2% were first generation. Fully 78.9% were born in the U.S.

Language Spoken at Home

The primary language that was spoken in their homes was:

Spanish and English equally (34.3%), English only (28.8%), mostly English (24.9%), mostly Spanish (8.2%), and Spanish only (3.7%).

40.8%

6.3%

38.4%

14.5%

0%

10%

20%

30%

40%

50%

Own/buying a single family

residence

Own/buying a

condo Renting/leasing

an apartment Living with relatives/friends What is your primary residence?

21.2%

37.3% 41.6%

0%

10%

20%

30%

40%

50%

First generation Hispanic (born

in a foreign country) Second generation Hispanic (parents born in a foreign

country)

Third generation or more Hispanic (my grandparents or great grandparents were born

in a foreign country)

What generation are you?

3.7%

8.2%

34.3%

24.9% 28.8%

0%

10%

20%

30%

40%

Spanish only Mostly Spanish Spanish and

English equally Mostly English English only

What generation are you?

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Online Activities

Online activities, in descending order of frequency, were: email (83.8%), social networking (66.5%), videos and music (54.0%), searching (52.4%), pay bills (48.9%), research topics of interest (48.7%), online gaming (46.0%), purchase products (44.4%), instant messaging (31.3%), get free products/services (29.5%), enter sweepstakes/contests (29.4%), pursue classified/auctions (18.8%), and blogging (14.9%).

Internet Usage

Their internet/email daily usage was: 3 – 5 hours (35.9%), 1 – 2 hours (28.6%), 6 – 8 hours (14.3%), over 8 hours (13.3%) and less than one hour (7.8%). Over six out of ten (63.5%) spent at least three hours per day on the internet/email.

Language Used on Internet

Communication on the internet was primarily in English (80.8%).

4.1%

14.9%

18.8%

29.4%

29.5%

31.3%

44.4%

46.0%

48.7%

48.9%

52.4%

54.0%

66.5%

83.8%

0% 20% 40% 60% 80% 100%

Other Blogging Classified/Auctions Enter sweepstakes/contests Free products/services Instant Messaging Purchase Products Online Games Research topics or products of interest Pay bills Search Videos and Music Social Networking Email

What are your main activities when you go online?

7.8%

28.6%

35.9%

14.3% 13.3%

0%

10%

20%

30%

40%

Less than one

hour 1 – 2 hours 3 – 5 hours 6 – 8 hours Over 8 hours

What is your internet daily usage?

80.8%

3.5% 15.7%

0%

20%

40%

60%

80%

100%

Primarily English Primarily Spanish About half in English and Spanish

How do you communicate on the internet?

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Device Used to Connect to the Internet

For the type of internet connection, the sample reported:

laptop most often (70.7%), followed by desktop PC (59.1%), smartphone (41.3%), and tablet (18.7%).

Online Spending

Online spending was: $25 or less (15.9%), $26 to $100 (42.0%),

$101 to $250 (16.9%), $251 to $500 (10.2%), $501 to $1,000 (2.6%), and over $1,000 (1.8%).

Online Purchasing Factors

The answers to what has most influenced them to purchase online were: price (44.2%), website reliability (17.9%), product/service variety (16.7%), user feedback (9.6%), and website quality (8.6%).

59.1%

70.7%

18.7%

41.3%

0%

20%

40%

60%

80%

Desktop PC Laptop computer Tablet Smartphone

How many types of internet connection do you use?

15.9%

42.0%

16.9%

10.2%

2.6% 1.8%

10.6%

0%

10%

20%

30%

40%

50%

$25 or less $26 to $100 $101 to $250 $251 to $500 $501 to

$1000 Over $1000 I don’t purchase on

the internet

What range amounts are your internet purchases?

16.7% 17.9%

44.2%

8.6% 9.6%

3.0%

0%

10%

20%

30%

40%

50%

Variety of

products Website

reliability Price Quality of

website Feedback of

users Other

What factors most influence your online purchases?

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Smartphone Type

When asked what type of smartphone they have, respondents said Android (27.4%), Apple (20.9%), and Blackberry (7.4%).

Time Spent on Mobile Phone

Four of ten (41.0%) spent at least three hours per day on their phone.

Mobile Phone Communication Preference

Hispanics preferred to communicate on their cell phone: about half by texting and half by talking (40.4%), by texting (28.6%), or by talking (26.5%).

Mobile Phone Availability

Hispanics were asked about cell phone availability and responded that: my cellphone is nearby and “on call” 24/7 (41.1%), is always nearby but not “on call” 24/7 (36.4%), or is not always nearby (16.4%).

20.9%

27.4%

7.4%

27.0%

6.1%

11.2%

0%

10%

20%

30%

Apple Android Blackberry Non-

smartphone No cell phone Other

What type of smartphone do you have?

28.9% 30.1%

25.3%

8.4% 7.3%

0%

10%

20%

30%

40%

Less than one hour 1 – 2 hours 3 – 5 hours 6 – 8 hours Over 8 hours

How much time do you spend on your phone per day?

28.6% 26.5%

40.4%

4.5%

0%

10%

20%

30%

40%

50%

By texting By talking About half by texting

and half by talking Don’t have a cell phone

How do you communicate on your cell phone?

6.1%

16.4%

36.4% 41.1%

0%

10%

20%

30%

40%

50%

Don’t have a cell

phone Is not always nearby Is always nearby but

not “on call” 24/7 Is always nearby and

“on call” 24/7

Cell Phone Access

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Smartphone Internet Access

Among smartphone users, respondent preferences for using their smartphone for an internet connection was: some of the time (31.8%), most of the time (22.9%), all of the time (22.6%), very little of the time (12.7%), or none of the time (10.0%). Nearly half (45.6%) said most or all of the time.

Next Mobile Phone to Purchase

A last question asked what type of cell phone their next one would be. The Apple iPhone was the most popular choice by far at 31.3%, indicating their next phone would be an iPhone.

Mobile Apps Purchased

The sample indicated which types of apps they had bought for their mobile devices and their responses were: games (48.3%), songs (41.3%), tie between navigation and news (each 23.6%), books (22.6%), health and fitness (16.9%), sports (15.5%), travel (13.6%), and finance (12.4%).

22.6% 22.9%

31.8%

12.7%

10.0%

0%

10%

20%

30%

40%

All of the time Most of the time Some of the time Very little of the

time None of the time

What is your preference for your using your smartphone as an internet connection?

2.6%

3.0%

3.6%

6.2%

6.3%

9.6%

31.3%

0% 10% 20% 30% 40% 50% 60%

Droid HTC Blackberry Don't know Smartphone Adroid iPhone

What type of mobile phone will be your next one?

12.4%

13.6%

15.5%

16.9%

22.6%

23.6%

41.3%

48.3%

0% 10% 20% 30% 40% 50% 60%

Finance Travel Sports Health and fitness Books Navigation News Songs Games

What type of mobile apps have you purchased?

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Mobile App Language

These apps were: primarily in English (84.1%), about half in English and half in Spanish (12.8%), and primarily in Spanish (3.1%).

Number of Apps Owned

When asked how many apps they own, responses were: none (22.4%), 1 – 5 (19.3%), 6 – 10 (16.5%), 11 – 20 (17.5%), 21 – 30 (11.4%), 31 – 50 (5.7%), and over 50 (7.1%). Over half (58.2%) of the respondents owned at least six or more apps.

App Spending

The cost of apps was $2.00 or less for a large group (70.8%) of the sample, with almost half (48.8%) spending less than $1.00.

Most Recent App Purchased

The most recent app purchase was for: games (41.6%), songs (25.6%), books (9.3%), news (5.1%), health and fitness (4.9%), navigation (4.5%), sports (3.9%), travel (2.8%), or finance (2.2%).

84.1%

3.1% 12.8%

0%

20%

40%

60%

80%

100%

Primarily in English Primarily in Spanish About half in English and Spanish

What language are your mobile apps in?

19.3%

16.5% 17.5%

11.4%

5.7% 7.1%

22.4%

0%

5%

10%

15%

20%

25%

1 – 5 6 – 10 11 – 20 21 – 30 31 – 50 Over 50 None

How many mobile apps do you own?

48.8%

22.0%

17.9%

6.5% 3.0% 0.6% 1.2%

0%

10%

20%

30%

40%

50%

60%

Less than

$1.00 $1.01 - $2.00 $2.01 - $5.00 $5.01 -

$10.00 $10.01 -

$15.00 $15.01 -

$20.00 Over $20.00

How much do you spend on a single app?

2.2%

2.8%

3.9%

4.5%

4.9%

5.1%

9.3%

25.6%

41.6%

0% 10% 20% 30% 40% 50% 60%

Finance Travel Sports Navigation Health and fitness News Books Songs Games

What type of app was your most recent purchase?

(14)

Time Most Recent App Was Purchased

And their most recent app was purchased: this week (31.4%), last week (13.2%), two weeks ago (6.5%), three weeks ago (5.7%), one month ago (7.5%), two months ago (3.8%), three to six months ago (3.8%), six months to one year ago (2.2%), or over one year ago (5.1%). Nearly six of ten (56.8%) had app purchases with the last month.

GPS Usage

The majority (52.0%) used their phone’s GPS for directions.

Mobile Device Ownership

The types of mobile devices these respondents own were:

laptop (69.7%), smartphone (51.5%), iPod (41.8%), tablet (18.8%), netbook (14.1%), and e-reader (11.1%). Another 11.1% of the sample said they didn’t own a mobile device.

Mobile Device Likely to Purchase

Over the next 6 months, Hispanics indicated they were most likely to purchase smartphones, laptops, tablets, and iPods.

2.2%

3.8%

5.1%

5.7%

6.5%

7.5%

13.2%

31.4%

0% 10% 20% 30% 40%

Six months to one year Two months ago Three to six months ago Over one year ago Three weeks ago Two weeks ago One month ago Last week This week

When was your most recent purchase?

52.0%

28.1%

19.9%

0%

10%

20%

30%

40%

50%

60%

Yes No Don't have a phone with GPS

Do you use your phone's GPS for directions?

69.7%

51.5%

41.8%

18.8% 14.1% 11.1% 11.1%

0%

20%

40%

60%

80%

Laptop Smartphone iPod (MP3

player) Tablet Netbook E-reader None

What type of mobile device(s) do you own?

24.1%

21.1%

18.1% 17.3%

11.6% 10.6%

0%

10%

20%

30%

Smartphone Laptop Tablet iPod (MP3

player) E-reader Netbook

Mobile Device 'Very Likely' to Purchase in the next 6 months

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Tablet Activities

Those who reported using a tablet noted activities of: games (74.3%), internet search (66.3%), email (66.3%), social networking (55.4%), play music (52.5%), purchase/shop (36.6%), use GPS (30.2%), pay bills (26.7%), and blog (8.9%).

Cause to Change Device Brands

What would cause them to change the brand of their devices revealed: cheaper price (34.1%), better quality (25.2%), more functions (15.2%), nothing (12.3%), better customer service (8.7%), or more service area (4.2%). Interestingly, brand loyalty exists only for a very small percentage, 12.3%.

Social Networks Used

The top five social networks used for the entire sample were Facebook (79.4%), Twitter (29.0%), MySpace (23.4%), Google+

(19.2%), and Linkedin (12.3%).

8.9%

26.7%

30.2%

36.6%

52.5%

55.4%

66.3%

74.3%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Blog Pay bills GPS Internet purchases Play music Social networking

Internet search E-mail Games

What activities do you use your tablet for?

34.1%

15.5%

8.7%

4.2%

25.2%

12.3%

0%

10%

20%

30%

40%

Cheaper price More functions Better customer

service

More service

area Better quality I wouldn’t change for any

reason

What would cause you to change brands of your mobile device(s)?

2.8%

3.0%

3.2%

3.4%

4.0%

12.3%

14.3%

19.2%

23.4%

29.0%

79.4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Meetup Badoo Friendster Ning MyLife Linkedin Do not use social networks Google Plus+

Myspace Twitter Facebook

What types of social networks do you use?

(16)

Device Used to Access Social Networks

The method most often used to access social networks was:

laptop (36.3%), desktop PC (25.2%), smartphone (19.8%), tablet (3.4%), and netbook (1.0%).

Daily Deal Usage

The popularity of daily deal site usage was: Groupon (40.4%), LivingSocial (25.7%), Eversave (10.2%), DealOn (9.0%), Travelzoo (7.6%), DailyDealster (6.8%), BuyWithMe (6.4%), Tippr (5.0%), and KGB Deals (4.6%).

Preferred Method to Access Entertainment

The respondents said they preferred to get entertainment: on my TV (47.0%), on my laptop/PC (34.6%), on my cellphone (12.1%), or on my tablet (6.3%).

Live Streaming Sports on Mobile Device

While over half (54.3%) said they didn’t view live streaming sports on a mobile device, 10.5% said they did daily, 18.0% said once or twice per week, 10.7% said once or twice per month, and 6.5% said once or twice per year.

25.2%

36.3%

3.4%

19.8%

1.0%

14.3%

0%

10%

20%

30%

40%

Desktop PC Laptop Tablet Smartphone Netbook I do not use social networks

How do you access social networking sites?

4.6%

5.0%

6.4%

6.8%

7.6%

9.0%

10.2%

25.7%

40.4%

45.0%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

KGB Deals Tippr BuyWithMe DailyDealster TravelZoo DealOn Eversave LivingSocial Groupon None of the above

Which daily deal sites do you visit?

12.1%

6.3%

34.6%

47.0%

0%

10%

20%

30%

40%

50%

On my cell phone On my tablet On my laptop/PC On my television

How do you prefer to get entertainment?

10.5%

18.0%

10.7%

6.5%

54.3%

0%

10%

20%

30%

40%

50%

60%

Daily Once or twice

per week Once or twice

per month Once or twice

per year Not at all

How often do you view live streaming sports on your mobile device?

(17)

Online Advertising Viewership

When asked how often they checked out online advertising, respondents said: never (17.1%), seldom (40.5%), half the time (26.6%), or almost always (15.9%).

News Updates

The respondents said they check for news updates: throughout the day (37.5 %), in the morning before work (26.9%), in the evening after work (23.1%), or during work hours (12.5%).

15.9%

26.6%

40.5%

17.1%

0%

10%

20%

30%

40%

50%

Almost always About half the time I seldom click on

online advertising Never

How often do you click on online advertising?

26.9%

12.5%

23.1%

37.5%

0%

10%

20%

30%

40%

In the morning (before

work hours) During work hours In the evening (after

work hours) Throughout the entire day

How often do you click on online advertising?

(18)

Cross Tabulations

Four demographic items (age, gender, generation, and education) were used to investigate their relationships with the outcome variables of:

table and smartphone device usage, social media (Facebook) usage, daily deal (Groupon) usage, game and song mobile app purchases, and tablet and smartphone purchase.

Cross Tabulation Summary Table by Outcome Variable and Demographic Group (Data are Percent of Each Demographic Group)

Device Ownership Mobile Apps Purchased

Likely to Purchase Device in Next 6

Months Demographic Group Tablet Smartphone Games Songs Facebook

Use Groupon

Use Tablet Smartphone

Age 18 - 40 22% 58% 57% 50% 85% 42% 20% 29%

41 - 70 7% 31% 20% 13% 59% 33% 11% 9%

Gender

Female 18% 52% 49% 44% 82% 45% 51% 56%

Male 20% 49% 47% 47% 73% 32% 57% 63%

Generation

1st 18% 50% 48% 38% 81% 42% 30% 26%

2nd 23% 51% 53% 47% 78% 45% 18% 26%

3rd or more 16% 52% 44% 37% 78% 34% 12% 20%

Education

Less than high school 12% 28% 32% 40% 56% 20% 8% 24%

High school diploma/GED 15% 44% 54% 42% 80% 35% 21% 23%

Some college 17% 53% 43% 38% 82% 36% 17% 21%

Baccalaureate degree 24% 62% 49% 44% 76% 50% 18% 23%

Graduate degree 26% 48% 48% 40% 80% 52% 12% 30%

Professional degree 29% 62% 71% 52% 62% 62% 33% 38%

Source: Zpryme, Table 1

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Age Analysis

Age groups were divided into two categories: 18 - 40 and 41 – 70.

• Overall, the younger age group (18 – 40) was more likely than the older age group (41 – 70) to use a tablet and a smartphone.

• The younger group was also significantly more likely to have purchased game and song mobile apps.

• Facebook and Groupon usage was significantly higher among younger Hispanics. However, there was a smaller variance in the proportion of younger Hispanics who used Groupon (42% for the younger group vs. 33% of the older group).

• The younger age group was more likely than the older age group to purchase both a tablet and smartphone over the next six months.

• Over the next six months, the younger group was more likely to purchase a smartphone than a tablet. However, the older age group was slightly more likely to purchase a tablet than a smartphone.

22%

58%

7%

31%

0%

20%

40%

60%

80%

Tablet Smartphone

Tablet and Smartphone Ownership by Age Group

18 - 40 41 - 70

57% 50%

20% 13%

0%

20%

40%

60%

80%

Games Songs

Mobile Game and Song App Purchases by Age Group

18 - 40 41 - 70

85%

42%

59%

33%

0%

20%

40%

60%

80%

100%

Facebook Groupon

Facebook and Groupon Usage by Age Group

18 - 40 41 - 70

20%

29%

11% 9%

0%

20%

40%

Tablet and Smartphone Likely to Purchase by Age Group

18 - 40 41 - 70

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Gender Analysis

• No notable differences between males and females were observed in ownership of a tablet or smartphone, and with regard to the purchase of game or song mobile apps.

• Nearly nine percent more females (82.0% versus 73.3% for males) use Facebook.

• Females were more likely than males to use the top daily deal site – Groupon.

• More males than females expect to purchase tablets (57% versus 51% for females) and smartphones (63%

versus 56% for females).

18%

52%

20%

49%

0%

20%

40%

60%

Tablet and Smartphone Ownership by Gender

Female Male

49%

47% 44% 47%

40%

60%

Games Songs

Mobile Game and Song App Purchases by Gender

Female Male

82%

45%

73%

32%

0%

20%

40%

60%

80%

100%

Facebook and Groupon Usage by Gender

Female Male

51% 57% 56% 63%

0%

20%

40%

60%

80%

Tablet and Smartphone Likely to Purchase by Gender

Female Male

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Generation Analysis

Three generation groups were examined: first generation (those born in a foreign country), second (those whose parents were born in a foreign country), third (those whose grandparents were born in a foreign country). This section will refer to these categories as first, second, and third.

• Compared to the first and third generation, the second generation was more likely to own a tablet.

• Across generations, there were no notable differences in smartphone ownership.

• Compared to the first and third generation, the second generation was more likely to have purchased game and song mobile apps.

• Across generations, there were no notable differences in Facebook usage.

• Interestingly, a larger proportion of first generation and second generation Hispanics use Groupon (vs. third generation Hispanics).

• Compared to the second and third generation, the first generation was more likely to have purchase a tablet in the next six months.

• First and second generation Hispanics were slightly more likely than third generation Hispanics to purchase a smartphones over the next six months.

• Second and third generation Hispanics were more likely to purchase a smartphone than a tablet over the next six months.

18%

50%

23%

51%

16%

52%

0%

20%

40%

60%

Tablet and Smartphone Ownership by Generation

1st 2nd 3rd or more

48%

38%

53% 44% 47%

37%

0%

20%

40%

60%

Games Songs

Mobile Game and Song App Purchases by Generation

1st 2nd 3rd or more

81%

42%

78%

45%

78%

34%

0%

20%

40%

60%

80%

100%

Facebook and Groupon Usage by Generation

1st 2nd 3rd or more

42%

30% 26%

45%

18%

26%

34%

12%

20%

0%

20%

40%

60%

Groupon Tablet Smartphone

Tablet and Smartphone Likely to Purchase by Generation

1st 2nd 3rd or more

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Education Level Analysis

Six categories of education level were investigated: less than high school, high school diploma/GED, some college, baccalaureate degree, graduate degree, and professional degree.

• Overall, Hispanics with a Bachelor degree or higher were more likely to own both a tablet and smartphone.

• Professional degree holders were most likely to have purchased game and song mobile apps.

• Facebook usage was lowest among Hispanics with less than a high school education and among Professional degree holders.

• Hispanics with a Bachelor degree or higher were more likely to use Groupon.

• Over the next six months professional degree holders were more likely than any other education level to purchase a tablet and smartphone.

12%

15% 28%

44%

17%

53%

24%

62%

26%

48%

29%

62%

0%

20%

40%

60%

80%

Tablet and Smartphone Ownership by Education

Less than high school High school diploma/GED

Some college Baccalaureate degree

Graduate degree Professional degree

32% 40%

54% 43% 49% 48% 42% 38% 44%

40%

71%

52%

0%

20%

40%

60%

80%

Games Songs

Mobile Game and Song App Purchases by Education

56%

20%

80%

35%

82%

36%

76%

50%

80%

62% 52% 62%

0%

20%

40%

60%

80%

100%

Facebook and Groupon Usage by Education

8%

21% 24% 23%

17% 18% 21% 23%

12%

33% 30% 38%

0%

20%

40%

Tablet and Smartphone Likely to Purchase by Education

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Summary

• The youngest Hispanics (18 – 25 years old) were more likely than any other age group to use mobile devices of any type and were most likely to purchase new devices in the next 6 months.

• Females were more often on Facebook and more likely to purchase an e-reader.

• On the other hand, males were more likely to purchase netbooks, laptops, tablets, smartphones and iPods, than females were.

• Across all education levels, the top three mobile devices in order of usage were laptops, smartphones, and iPods.

• Although Facebook was the most popular social network for all education groups, Twitter and Google+ become more prominent as education level increases.

• Over the next six months, professional degree holders were more likely than any other education level to purchase any mobile device.

• First and second generation Hispanics had proportionately higher incomes than third generation Hispanics.

• Also, first generation Hispanics had proportionately higher numbers of graduate and professional degrees than second or third generation Hispanics. First and second generations may work harder to excel.

• English was most often spoken at home by these respondents and used more often on the mobile devices.

• Among the demographic traits analyzed, the data show that younger (18 -40) Hispanics and those with a Bachelor degree or higher are the most likely to own a tablet and smartphone.

• Among the demographic traits analyzed, age (18 – 40) was the best indicator of mobile game and song app purchases.

• Among the demographic traits analyzed, the data show that female Hispanics and those who are younger (18 - 40) are the most likely use Facebook.

• Among the demographic traits analyzed, the data show that females, those that are younger (18 -40), and those with a Bachelor degree or higher are most likely to use Groupon.

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Disclaimer

These materials and the information contained herein are provided by Zpryme Research &

Consulting, LLC and are intended to provide general information on a particular subject or subjects and is not an exhaustive treatment of such subject(s). Accordingly, the information in these materials is not intended to constitute accounting, tax, legal, investment, consulting or other professional advice or services. The information is not intended to be relied upon as the sole basis for any decision which may affect you or your business. Before making any decision or taking any action that might affect your personal finances or business, you should consult a qualified professional adviser. These materials and the information contained herein is provided as is, and Zpryme Research & Consulting, LLC makes no express or implied representations or warranties regarding these materials and the information herein. Without limiting the foregoing, Zpryme Research & Consulting, LLC does not warrant that the materials or information contained herein will be error-free or will meet any particular criteria of performance or quality. Zpryme Research & Consulting, LLC expressly disclaims all implied warranties, including, without limitation, warranties of merchantability, title, fitness for a particular purpose, noninfringement, compatibility, security, and accuracy. Prediction of future events is inherently subject to both known and unknown risks, uncertainties and other factors that may cause actual results to vary materially. Your use of these and the information contained herein is at your own risk and you assume full responsibility and risk of loss resulting from the use thereof.

Zpryme Research & Consulting, LLC will not be liable for any special, indirect, incidental, consequential, or punitive damages or any other damages whatsoever, whether in an action of contract, statute, tort (including, without limitation, negligence), or otherwise, relating to the use of these materials and the information contained herein.

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SPECIAL THANKS TO Two things to keep in mind when

SPECIAL THANKS TO

“Hispanics of every segment are growing at a faster rate than the general market... you would rightly conclude that Hispanics are a big part of the mobile market today and tomorrow.‖

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