• 30% of Hispanic adults with cell phones use mobile data services versus 21% for the general market (143 index).
• Messaging is most popular. 82% of Hispanic mobile data users use messaging services (IM, SMS, MMS) versus 71% for the general market (116 index).
• Ringtones are popular too. 42% of Hispanic mobile data users download ringtones versus 40% for the general market (105 index).
• Music shows a huge difference. 30% of Hispanic mobile data users download or stream music on their phones versus 13% for the general market (230 index). For Spanish-dominants, the number climbs to 35%.

Sprint Mobile Phone

Every category measured showed earlier adoption by Hispanic consumers. Only the “play games” category was tied (at 42% for both Hispanic and general market mobile data users).

This suggests that mobile marketing is continuing to grow in importance, and as with the Internet, it’s doing so disproportionately in the Hispanic market.

Now let’s be realistic. The percentages are great, but still only 4.7 million Hispanics use mobile data services versus 26.8 million general market consumers (Forrester’s base was 27 million Hispanic adults). That’s still a pretty small user base, all things considered. Still, for some categories like cell phones (duh) and others, these might be the right consumers.