2. Contents
Survey Background and Methodology
Executive Summary
Survey Results:
Use of Mobile Devices in Stores
Attitudes Toward Advertisements on Mobile Devices
Results by Language Spoken at Home
Appendix: Sample Profile
Attribution
2
3. Research Methodology
ThinkNow Research conducts an Omnibus survey of 500 Hispanic
consumers several times per year. The quantitative survey is made available
in both English and Spanish with respondents recruited from a research
panel.
Survey Qualification Criteria:
Age 18+
Describe themselves as Hispanic or Latino.
To insure a consistent and representative sample of U.S. Hispanic adults in
each wave of the Omnibus, quotas are set with respect to:
Gender
Age
Region
Language normally spoken at home.
3
5. Key Research Findings
Hispanic consumers report using their mobile phones most often to aid their
purchase decisions in electronics stores, movie theatres, grocery stores and
clothing stores.
When shopping in stores with a friend or relative, 60% of Hispanic consumers
report using their phone to help their friend or relative make decisions or
obtain a discount. Sixty percent also report that they were helped by a
friend or relative using a mobile phone to help them.
Using a mobile phone to assist in purchase decisions rises significantly among
Hispanic consumers under age 35, those who speak Spanish at home, those with
medium levels of acculturation, in households with children and in households
with income of $40k or higher.
Three out of four Hispanic consumers surveyed agree that “advertisements
on cell phones are annoying.” At the same time, a majority agree that they
would be willing to receive advertisements in exchange for lower monthly
costs or additional services and that advertising can provide them with useful
product information.
Men, younger consumers, those who speak Spanish at home, those with medium
acculturation and those with children are more open to receiving advertising on
their mobile phone.
5
7. Use of Mobile Phone to Aid Decisions
Hispanic consumers report using their mobile phones most often to aid their purchase
decisions in electronics stores, movie theatres, grocery stores and clothing stores.
Almost Always (5)
4
3
2
Not Very Often (1)
Electronics store
Never
Top 2 box
45%
Movie theatre
81%
43%
Grocery store
42%
Clothing store
76%
77%
40%
Home improvement store
79%
34%
Sporting goods store
77%
32%
0%
20%
40%
Ever use
73%
60%
80%
Q: On a scale of 1-5, where 1 is not very often and 5 is almost always, how often do you rely on your mobile phone to assist you in making purchase
decisions in the following places? Base: All respondents (n=500).
100%
7
8. Use of Mobile Phone to Aid Decisions
Using a mobile phone to assist in purchase decisions rises significantly among Hispanic
consumers under age 35, those who speak Spanish at home, those with medium levels of
acculturation, in households with children and in households with income of $40k or higher.
Age
Total
18-34
Language at Home
35+
Spanish
Bilingual
Acculturation Level
Kids <18?
Income
English
Low
Med.
High
Yes
No
<$40k
$40k+
Frequently use mobile phones to assist in purchase decisions (top 2 box)
Electronics store
45%
54%
33%
59%
45%
29%
35%
54%
28%
52%
34%
41%
50%
Movie theatre
43%
51%
33%
54%
37%
34%
31%
51%
29%
49%
34%
35%
51%
Grocery store
42%
46%
36%
59%
41%
23%
46%
47%
24%
49%
31%
36%
48%
Clothing store
40%
46%
33%
56%
39%
23%
40%
47%
21%
47%
30%
35%
46%
Home improvement store
34%
37%
29%
49%
33%
17%
36%
40%
15%
40%
23%
28%
40%
Sporting goods store
32%
38%
24%
47%
30%
16%
27%
41%
11%
38%
21%
22%
41%
Ever use mobile phone to assist in purchase decisions:
Electronics store
81%
91%
67%
88%
82%
71%
85%
85%
64%
85%
73%
77%
85%
Clothing store
79%
89%
67%
89%
83%
66%
87%
84%
63%
85%
71%
77%
83%
Grocery store
77%
85%
68%
87%
79%
65%
87%
81%
61%
83%
69%
75%
80%
Home improvement store
77%
86%
66%
86%
79%
65%
81%
83%
58%
83%
68%
74%
81%
Movie theatre
76%
89%
59%
85%
77%
65%
81%
81%
58%
80%
69%
71%
80%
Sporting goods store
73%
85%
59%
80%
81%
61%
69%
81%
56%
80%
63%
67%
80%
Q: On a scale of 1-5, where 1 is not very often and 5 is almost always, how often do you rely on your mobile phone to assist you in making purchase
decisions in the following places? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level.
8
9. When Shopping with Friends or Relatives
When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their
phone to help their friend or relative make decisions or obtain a discount. Sixty percent also
report that a friend or relative used their phone to help them.
Have you used your mobile phone
to help them make decisions or
obtain a discount?
No
40%
Have they used their mobile phone
to help you make decisions or
obtain a discount?
No
40%
Yes
60%
Yes
60%
Base: All respondents (n=500).
Q: Have you ever used your mobile phone at a store to help a friend or relative you’re shopping with make purchase decisions or get a discount?
Q: Have you ever been shopping at a store with a friend or relative who has used their mobile phone to help you make purchase decisions or get a discount?
9
10. Providing Help to Friends or Relatives
The same subgroups of Hispanic consumers that use their mobile phone to assist in making
purchase decisions in stores use are more likely than average to use their mobile phone to
assist friends or relatives they may be shopping with.
I have used my mobile phone to help a friend or relative make a purchase
decision or obtain a discount in a store
70%
69%
60%
49%
TOTAL
18-34
35+
66%
59%
56%
Spanish Bilingual English
Language Spoken at Home
52%
47%
Low
Medium
Acculturation
69%
66%
50%
High
Any kids No kids
51%
<$40k
$40k+
HH Income
Q: Have you ever used your mobile phone at a store to help a friend or relative you’re shopping with make purchase decisions or get a discount?
Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level.
10
11. Obtaining Help from Friends or Relatives
The same subgroups of Hispanic consumers that use their mobile phone to assist in making
purchase decisions in stores use are also more likely than average to report obtaining help from
friends or relatives who use their mobile phone to assist them with purchase decisions.
A friend or relative has used their mobile phone to help me make a purchase
decision or obtain a discount in a store
70%
69%
65%
65%
62%
60%
18-34
48%
TOTAL
59%
47%
35+
Spanish Bilingual English
Language Spoken at Home
52%
67%
53%
45%
Low
Medium
Acculturation
High
Any kids No kids
<$40k
$40k+
HH Income
Q: Have you ever been shopping at a store with a friend or relative who has used their mobile phone to help you make purchase decisions or get a
discount? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level.
11
13. Attitudes toward Cell Phone Advertising
Three out of four Hispanic consumers surveyed agree that “advertisements on cell phones are annoying.” At
the same time, a majority agree that they would be willing to receive advertisements in exchange for lower
monthly costs or additional services and that advertising can provide them with useful product information.
Agree Completely
Agree Somewhat
Disagree Somewhat
Disagree Completely
Top 2 Box
44%
Advertisements on cell phones are annoying
Mobile phones provide me with useful information about
bargains
74%
35%
I would be willing to receive advertisements on my cell
phone in exchange for lower monthly costs
68%
39%
Advertising on mobile phones provides me with useful
information about new products and services
66%
32%
I would be willing to receive advertisements on my cell
phone in exchange for services, like live TV or SMS
65%
34%
Advertising on mobile phones provides me with meaningful
information about the product use of other consumers
64%
29%
I just want to use my cell phone to make and receive calls
and don’t care about any other features
61%
27%
0%
20%
51%
40%
60%
80%
Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel.
Base: All respondents (n=579).
100%
13
14. Attitudes toward Cell Phone Advertising
Men are more open than women to receiving advertising on their mobile phone.
Top 2 Box Agreement, by Gender
79%
72%
Advertisements on cell phones are annoying
75%
Mobile phones provides me with useful information about
bargains
64%
I would be willing to receive advertisements on my cell
phone in exchange for lower monthly costs
61%
Advertising on mobile phones provides me with useful
information about new products and services
75%
60%
73%
73%
I would be willing to receive advertisements on my cell
phone in exchange for services, like live TV or SMS
59%
69%
Advertising on mobile phones provides me with meaningful
information about the product use of other consumers
I just want to use my cell phone to make and receive calls
and don’t care about any other features
57%
46%
54%
Men
Women
Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel.
Base: All respondents (n=579). indicates statistically significant differences at the 95% confidence level.
14
15. Attitudes toward Cell Phone Advertising
Hispanic consumers under age 35, those who speak Spanish (primarily or bilingually), those
with low to medium acculturation and those with children are more likely to be open to
receiving advertising on their mobile phones.
Age
Top 2 Box Agreement
Advertisements on cell phones are
annoying
Mobile phones provides me with
useful information about bargains
I would be willing to receive
advertisements on my cell phone in
exchange for lower monthly costs
Advertising on mobile phones
provides me with useful information
about new products and services
I would be willing to receive
advertisements on my cell phone in
exchange for services, like live TV or
Text Messages
Advertising on mobile phones
provides me with meaningful
information about the product use
of other consumers
I just want to use my cell phone to
make and receive calls and don’t
care about any other features
Language at Home
Bilingual
English
Acculturation Level
Kids <18?
Income
Total
18-34
35+
Spanish
74%
75%
74%
66% 78% 84% 59% 77% 86% 72% 80% 68% 81%
Low
Med.
High
Yes
No
<$40k
68%
79% 60% 75% 74% 49% 75% 73% 46% 73% 56%
66%
76% 59% 66% 75% 55% 57% 74% 56% 70% 56% 58% 75%
65%
77% 56% 72% 74% 40% 67% 74% 37% 70% 51%
64%
77% 54% 70% 72% 43% 65% 72% 40% 69% 52% 58% 71%
61%
73% 52% 67% 70% 39% 63% 70% 35% 66% 48% 57% 66%
51%
45% 55% 47% 46%
63%
48% 48% 63% 48% 58%
65%
$40k+
61%
54%
Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel.
Base: All respondents (n=579). indicates statistically significant differences at the 95% confidence level.
72%
69%
46%
15
17. Sample Profile
Metric
Male
Female
n=500
50%
50%
Metric
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or older
Mean age
Median age
Language Spoken at Home:
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
Survey completed in Spanish:
9%
31%
25%
26%
9%
24%
12%
East North Central
25%
31%
23%
14%
7%
1%
35
32
2%
Middle Atlantic
Age:
Region:
New England
7%
West North Central
South Atlantic
East South Central
West South Central
Mountain
Pacific
2%
17%
1%
16%
10%
32%
Hispanic Origin:
Mexican American
Mexican
Puerto Rican
South American
Cuban
Central American
Dominican
31%
30%
17%
9%
9%
8%
5%
17
18. Sample Profile
Metric
n=500
Marital Status:
Married
Single
Living with partner
Separated/divorced
Widowed
Prefer not to answer
Metric
Educational Attainment:
48%
33%
9%
8%
1%
1%
Grade school
Some high school
High school graduate
Some College, but no degree
Trade or technical school
Graduated from 2-year College
1%
6%
23%
20%
6%
11%
Graduated from 4 or 5 year College
28%
Average household size
3.4
Post Graduate Degree
5%
No children <18 present
Any children under 18 present
61%
39%
Born in the U.S.
Moved here
Average years living in the U.S.
67%
33%
27
Employment Status:
Employed (net)
Work full-time
Work part-time
Self-employed/business owner
Full-time Homemaker
Retired
Student, not employed
Currently unemployed
Unable to work/Disabled
66%
45%
16%
5%
11%
3%
7%
10%
3%
18
19. Sample Profile
Metric
n=500
Cultural Identification:
Metric
Household Income:
Much closer to Hispanic/Latino
29%
Less than $10,000
8%
Somewhat closer to Hispanic/Latino
20%
$10,000 to less than $20,000
12%
Equally close to both cultures
31%
$20,000 to less than $30,000
14%
Somewhat closer to U.S. Culture
10%
$30,000 to less than $40,000
12%
Much closer to U.S. Culture
10%
$40,000 to less than $50,000
9%
$50,000 to less than $60,000
9%
$60,000 to less than $70,000
7%
Overall Media Language Preference:
Spanish only
4%
$70,000 to less than $80,000
6%
Spanish mostly
20%
$80,000 to less than $100,000
6%
Spanish and English equally
32%
$100,000 or more
15%
English mostly
26%
Prefer not to state
3%
English only
18%
Mean
$64k
Median
$43k
Acculturation:
Low Acculturation
16%
Medium Acculturation
62%
High Acculturation
22%
19
20. CONTACT
INFO:
2100 W. Magnolia Blvd.
Suite A-B
Burbank, CA 91506
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
818-843-0220 x102
roy@thinknowresearch.com
