Minority Groups Heaviest Users Of Mobile Net

Hispanic, Asian and African-American mobile users are more likely than white mobile users to access the mobile Internet, according to a new study by eMarketer, suggesting that these minority groups are promising targets for mobile marketing and advertising.

The eMarketer finding is especially interesting considering that mobile phone penetration is highest among the white population, at 78.3%, compared to 77.3% for Asians, 74% among African-Americans, and 69.2% for Hispanics. Despite this, mobile Internet penetration is notably higher among the minority groups, with 52.9% of Hispanic mobile phone users accessing the mobile Web, along with 48.9% of African-Americans, and 48.1% of Asians -- compared to 36.3% for whites. Mobile Internet use by different ethnic groups should even out somewhat in coming years, according to eMarketer, although Hispanics will maintain a considerable lead. By 2015 mobile Internet penetration is forecast to grow to 71.1% for Hispanics, compared to 58.8% for whites, 62.8% for Asians, and 57.5% for African-Americans.

(11/18)