A study released last month by the IAB and Pacific Ethnography revealed that Hispanic Millennials “control their mobile access in layers”. Close friends and family are allowed access to all primary modes of communication, (including email, text, social network, and some phone calls), while unwelcome brands are relegated to secondary or ‘junk’ email accounts.
This group may also welcome ads, “as long as they opt-in to or choose. They also welcome emails from companies they choose to opt-in to, and see these emails as real communication and not junk mail or spam.”
Overall, mobile usage and behaviors do not differ drastically between non-Hispanic Millennials and Hispanic Millennials. One directional difference in usage shows that the latter are less likely to use texting as the top mode of communication with family and friends, instead using a variety of methods including social media.
Read the full report.
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