Hispanic consumers have proven to be avid early adopters of new mobile technologies, including tablets. According to research from Zpyrme, Hispanic consumers will spend $18 billion on mobile technology devices (including tablets) in 2012, up a staggering 30% from 2011. And, research from eMarketer estimates 24% of Hispanics will own a tablet by the end of 2012, compared to 21% of Caucasians. Our clients in the tablet market are keenly focused on this population, and asking, “How do we best motivate Hispanic consumers to buy our tablets?”
We took at look at our recent Connection Intelligence on Hispanic consumers in the tablet market, and here’s what we learned:
Hispanic and Non-Hispanic consumers are at par when it comes to basic expectations of their tablets, such as product features, quality, ease-of-use, availability of content and overall satisfaction. Seventy-one percent (71%) of Hispanic consumers are highly satisfied with their tablets, compared to 72% of Non-Hispanics.
What is most motivating Hispanic consumers to buy new tablets is a very unique set of emotional connections, connections that enable Hispanic consumers to find meaning and personal benefit in their lives.
The emotional connections most motivating Hispanic consumers to purchase new tablets now are:
- Admiration: “Others would admire me if I used a tablet;”
- Personal Value: “A tablet would make me a more valuable person;” and
- Success: “Using a tablet would say I’m successful.”
For Non-Hispanic consumers, two of the strongest motivations are family oriented: “Using a tablet would make me a better parent” and “Using a tablet would improve life for my family.” Interestingly, while family oriented emotional connections like these are often associated with Hispanic consumers, in the tablet market, they are not the strongest motivations.
Within the tablet market, Hispanic consumers are more emotionally connected than Non-Hispanics. In lockstep, purchase intent is 40% stronger among Hispanic consumers. In addition, Hispanic consumers are more likely than Non-Hispanics to respond to direct marketing, recall advertising, and research new tablets through a product reviews resource like CNET or Consumer Reports.
We at Motista are excited that leading tablet brands are using Connection Intelligence to understand the specific motivations of different consumer segments and leveraging this intelligence to achieve superior results.