According to eMarketer, 25.6 million Hispanics—or 46.9 percent of the overall Hispanic population—will be using smartphones by the end of 2013, representing the second-highest saturation rate among all U S. races and ethnicities. The only demographic boasting a higher smartphone penetration rate in the U.S. is Asians. However, in terms of sheer numbers, Hispanic smartphone users outnumber Asian smartphone users by more than three to one, making Hispanics an extremely important mobile-enabled demographic. As just one example of how Hispanic customers are using smartphones, a study from Social Lens Research and mobile gaming company MocoSpace found 24 percent of Hispanics travelers “almost always” use their smartphone to search for a hotel before traveling.
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