To Reach Multicultural Youth, Go Mobile

Tru Pettigrew from Alloy Access posted an article on Fast Company with some recommendations on reaching out to young, urban and multicultural consumers. According to Tru “Multicultural online and mobile consumption and spending habits are outdistancing the general market 1.5, almost 2-to-1. Per capita, they’re texting more, have more unlimited data plans, download and purchase more content, view more online and mobile ads, and buy more high-end mobile devices than the general market. Consumers are turning to new media as their primary source for consumption, and the multicultural segment is driving the bus.”

He also comments on the usage of mobile phones “Data shows us that multicultural youth over index in their use of mobile, particularly the Hispanic/Latino consumer. And to that point, instituting some decisive mobile strategies, capabilities, and tactics that appeal to multicultural audiences is paramount for brands looking to connect with this consumer group. Their mobile phones and devices are an extension of who they are, whereas customization and personalization is key. These devices are with them all the time, not only as a means of communication but as a part of their lifestyle. Brands should think about integrating mobile and multimedia features into online widgets and banners to enable simple and effective campaign integration within existing online initiatives. As well, it’s necessary to extend online engagements to mobile devices.”

Interesting points, would’ve been even better to know where the data comes from.

Source: http://www.fastcompany.com/blog/tru-pettigrew/alloy-access/reach-multicultural-youth-go-mobile

Related posts:

1. Hispanic Broadband Access: Making the Most of the Mobile, Connected Future Some interesting facts from Hispanic Institute on mobile broadband usage...
2. Multicultural Youth Trends to Watch For in 2009 and beyond Back in Januari this year, CultureLab predicted multicultural youth trends...
3. Use Comic Strips To Reach Indian Cell Phone Customers At a marketing presentation recently, I had the pleasure of...
4. What a CPG Company Needs to Know to Successfully Reach the Hispanic Consumer During his  keynote speech at the “Hispanic Digital and Print...