An interesting new study by the Pew Internet & American Life Project, says that Blacks and Hispanics use their mobile phones to access the internet at a much higher rate whites. In addition, these groups also send text messages, take pictures, play games and access e-mail via their mobile phone at much higher rates as well.
“Black and Hispanic households are more likely to use a mobile phone as their primary phone, and have a lower penetration rate of PCs and broadband than white households,” said Lisa E. Phillips, eMarketer senior analyst. “It makes sense that these groups access the Internet via a mobile device more often than whites.”
The so-called Digital Divide seems to be shrinking when it comes to mobile content usage, however the article states that the gap still remains for overall internet usage via pc or laptop.
What does this mean for marketers? They can work to segment mobile phone users to target certain ethnic groups and develop relevant content. Continue to develop content for all consumer groups as more access mobile content. The mobile marketing arena is growing fast and marketers are currently struggling to monetize the channel.
We will continue to monitor and provide our thoughts on this channel and the digital divide.
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