Mobile-reliant Hispanic market could be a key for Apple Competitors [INSIGHT]

Communicus has revealed Hispanic-specific findings from their research into how parents and children engage with and purchase mobile devices.

Key findings from Communicus’ research include:

·       Hispanic children are 70% more likely than general market children to own a tablet. Hispanic pre-kindergarten aged youth are 45% more likely to ask their parents for a tablet.
·       Half of Hispanic parents are considering purchasing Samsung, Google, or other non-Apple iPad tablets for themselves. Hispanic parents are five times more likely to own an Amazon Fire Phone compared to general market parents, and more than twice as likely to own a Microsoft tablet.
·       Compared to parents from the general population, Hispanic parents are more likely to consider Amazon and Samsung mobile devices for their children than for themselves. Hispanic parents are also nearly as likely to consider purchasing Amazon or Samsung devices for their kids as they are to consider buying them Apple products.
·       While general market kids prefer iPhones and iPads, Samsung is in a much stronger position vis-à-vis Apple in terms of brand image among Hispanic children, who see Samsung as just as good as Apple on important dimensions that include ‘can do the things I want’ and ‘is a brand for someone like me’. With Hispanic parents, Motorola and LG brand perceptions are still behind Apple and Samsung, but are closing the gap.

“The opportunity for mobile device brands like Samsung, Microsoft, and Amazon to win within the Hispanic market is remarkable,” said Ms. Jeri Smith, President & CEO, Communicus, Inc. “Our findings reveal that Hispanic parents and kids are more willing, compared to the general market, to use and purchase non-Apple devices. This creates significant scope for Apple competitors to command greater market share.”
   
Communicus multicultural expert Aleena Astorga Roeschley adds: “Research shows Hispanic households are less likely to have desktop computers, so the mobile device takes on greatly increased significance for them. That means both innovation and increased functionality are vital to Hispanic consumers. This is where Samsung and other brands often have an edge – especially with the next generation of Hispanic mobile device consumers.”
   
Later this year, further analysis from Communicus’ research will include the role of advertising in the demand cycle, focusing on its influence on parents’ and kids’ purchasing and purchasing intent. This will include insights into competitive advertising in this fiercely contested product category.