The Latino mobile market is worth billions. Although Latinos make up only 17% of the US population, their purchasing power is growing at twice the rate of the general population. Also, a greater percentage of Latinos are under the age of 18, making it the youngest ethnicity segment and thus a critical part of future business for mobile carriers. The growing population, purchasing power, and being the youngest segment are not the only incentives carriers have to target the Latino mobile market, studies also show Latinos are highly digital, receptive and engaged. In a recent survey, 66% of Latinos reported that they look at the ads that show up on their phone. And then 21% go on to follow the brand on social media, to the delight of the sponsor. Latinos use 16% more data than the national average. As the Latino mobile market in the US expands, mobile carriers have been doubling down on marketing. Verizon launched “Viva Mobile” in partnership with Jennifer Lopez; Univision, an American Spanish broadcast television network, partnered with T-Mobile to launch “Univision Mobile”, and AT&T spent $124.7 Million in 2014 in Latino mobile marketing alone.
The Latino mobile market is not just about Spanish
AT&T seems to understand that successful marketing is not just a matter of slapping a Spanish label on your product. Their launch of the marketing campaign, #BetweenTwoWorlds showcases bicultural, digital-savvy Latino Millennials talking about their lives with family and Spanglish as a centric theme. Although AT&T is the leader, Sprint and T-Mobile have both been launching initiatives to win over the Latino mobile market. Sprint’s Bolivian-born CEO Marcelo Claure has been in TV commercials and made public appearances emphasizing the carrier’s plan to attract the Latino market because they are the fastest-growing U.S. population. Sprint has signed a content deal with Univision.
Keep your Spanish give me Quality
No doubt Latinos benefit when all the major mobile carriers launch special campaigns, content, or even a completely new brand for them, but will those carriers be able to offer a highly reliable quality network?
As carriers entice millions of new customers with no-contract plans, is their network truly ready for the increased mobile traffic that results from these low-end plans?
The Brazilian version of the FCC (called ANATEL) closely tracks consumer complaints, and announces publicly when a mobile carrier falls below industry standards. In 2012, ANATEL banned 3 of the nation’s largest carrier from selling new lines because of the high volume of customer complaints.
What do you think? Does our FCC adequately track and report customer complaints?