Hispanic Mobile Users on the Rise

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Hispanic mobile users are nearly 17 percentage points more likely to use mobile web than whites:Manual para iphone en español descarga gratis

While whites make up the lion’s share of US mobile phone and mobile internet users, a new eMarketer forecast estimates Hispanic, Asian and black mobile users in the US access the mobile internet more often than their white counterparts, and that they will continue to outpace whites in mobile internet adoption through 2015.

eMarketer estimates that about two-thirds of US mobile users will be white at the end of this year, decreasing to 64.1% to 2015 as black, Asian and Hispanic consumers inch upward in mobile adoption.

Whites have the highest penetration of mobile phone users throughout their population, at 78.3%, compared to 77.3% among Asians, 74% among blacks and a comparatively low 69.2% among Hispanics. All these groups will make gains in mobile ownership by 2015, with Hispanics posting the biggest rise, from 69.2% in 2011 to 73% mobile penetration that year.

But even now, minority mobile users are more likely to be on the mobile web than their white counterparts still relying on mobile for more traditional voice and text activities. More than half of Hispanics who own a mobile phone will use the mobile internet this year, and by 2015, that proportion will rise to 71.1%. Nearly as many black and Asian mobile users are mobile web users in 2011.

Among whites, the share drops to more like one-third, making white mobile owners nearly 17 percentage points less likely than their Hispanic counterparts to go online via mobile at least once per month this year. The disparity will continue, though white mobile users will close the gap somewhat by 2015.

One reason for minority mobile users’ likelihood to be online is their age. Overall, these populations are younger on average than whites, and thus more likely to adopt advanced phones and the mobile web. They are also more likely to rely on mobile in place of a landline.

eMarketer forms its forecasts of mobile users based on a meta-analysis of data from dozens of research sources, as well as the US Census.

Source eMarketer

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10 industries hurt by daily deals websites

Is there a hotter trend for small businesses and consumers than deal-of-the-day websites? Yet the boom may hurt firms in certain industries, reports IBISWorld, an Los Angeles-based market research company.

Especially vulnerable, according to IBISWorld: Small businesses that operate in highly competitive industries with low profit margins. Here are the top 10 and their profit margins:

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  • Supermarkets, grocery stores, 2%
  • Interior designers, 3%
  • Landscaping service, 3.8%
  • Hair and nail salons, 4.8%
  • Coffee and snack shops, 5.9%
  • Tour operators, 6%
  • Photography, 6.1%
  • Gym, health & fitness clubs, 8%
  • Hair loss treatment & removal, 9%
  • Alternative healthcare providers, 10%

Daily deal sites offer businesses an opportunity to increase their visibility without the upfront costs of traditional marketing campaigns. “For many companies, this can substantially increase the number of people coming in the door because subscribers are often unfamiliar with small, locally based businesses,” IBISWorld notes.

IBISWorld industry analyst Mary Gotaas says: “Although some companies within these industries experience an increase in sales by offering group discounts, many face the risk of offering more discounts than they can handle. Also, many of the daily deals directly compete with one another, so consumers are more likely to waid for the next hair salon or coffee shop offer than to become a regular patron of one particular shop.”

The popularity of daily deals sites is tempting for small firms eager to attract customers (and who isn’t?).

The 800-pound gorilla of daily deals is Groupon, whose subscriber list has exploded to 85 million from 2 million in the past 18 months, according to Local Offer Network, which distributes deals from hundreds of websites. Number 2 LivingSocial grew to 28 million subscribers from 120,000 in that time.

A study by Utpal Dholakia, an associate professor of management at Rice University, found that 55.5% of businesses that put their discounts on daily deal sites made money while almost 27%  lost money.

The study also found that only 35.9% of restaurants/bars and 41.5% of salons and spas that had run a daily deal said they would run another such promotion in the future. The most successful industries were health, services and special events, more than 70% pf which made money on their promotion, Dholakia said.

By JAN NORMAN / THE ORANGE COUNTY REGISTER

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Moms using Smartphones for Shopping!

Smartphones are spreading quickly throughout the population. eMarketer estimates 31% of US mobile users will have a smartphone this year, and according to research from mobile ad network Greystripe, many of those phones are ending up in the hands of older users.

The company’s “Advertiser Insights Report” on moms who use smartphones found that in Q3 2009, just 8% of the group were ages 55 or older. By Q1 2011, 26% were in that age group, while the proportion of the smartphone mom population under age 45 had dropped correspondingly.

Younger moms and older moms had similar levels of participation across several smartphone shopping activities, according to the survey. Moms under age 45 were about equally as likely as moms ages 45 and older to use their phones to locate nearby stores, compare prices and make shopping lists.

But younger moms were ahead when it came to more advanced mobile shopping activities, like researching new products, downloading digital coupons, tracking sales and making purchases on their phones. Respondents under 45 years old were also less likely to say they didn’t do any mobile shopping activities.

Younger moms were also more apt to download mobile applications in a variety of categories, though older moms were even or ahead in areas like news and health and fitness apps.

The survey did not break out a category for shopping-related apps, but many are seeing high usage and opening up new possibilities for retailers to reach on-the-go customers. shopkick, for example, which released version 2.0 of its namesake app in May 2011, now allows shoppers to “favorite” stores, creating a personalized tab of relevant deals. The app reported that within five days it had logged over 1 million “faves.”

How Moms of All Ages Use Smartphones for Shopping

Emineo Media

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