Hispanics’ Mobile Activity Spikes on Wednesdays

July 24, 2013

This article is included in these additional categories:

Connected Device Comparisons | Digital | Hispanic | Media & Entertainment | Mobile Phone | Social Media

Jumptap-Hispanic-Mobile-Usage-by-Day-of-Week-July2013While the average mobile consumers’ device activity varies little throughout the week, Hispanic mobile owners show a different pattern, per results from a new Jumptap report. In particular, usage among Hispanics spikes on Wednesdays, at 17% of Hispanic females’ weekly activity and 16% for Hispanic males, compared to 14% for the average mobile user. Hispanics display comparatively lesser amounts of activity on Fridays.

The study also looks at the top mobile content categories among Hispanics, finding that entertainment news is the top category, at 28% of their total traffic. Even so, Hispanic mobile owners under-index the average by close to 40% for consumption of entertainment news.

By contrast, Hispanics vastly over-index the average (by upwards of 125%) when it comes to consumption of social content (24% of the total) and texting and utilities (13%). Games (11%) and Latino channels (9%) round out the top 5 mobile content categories among Hispanic mobile users.

Other Findings:

  • The iPhone is the top device among Hispanic men, followed closely by the iPod Touch. However, their likelihood of ownership is 40% below-average for the iPhone and 60% above-average for the iPod Touch.
  • Hispanic women display a similar pattern. The iPod Touch is their top device (78% above-average propensity to own one), with the iPhone second (43% below-average propensity).
  • The iPad is the top tablet among Hispanic men and women, but they are much less likely than the average consumer to own one.

About the Data: The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

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