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Hype Over Social Networks and Mobile Marketing Among Multicultural Marketers- AdAge

Multicultural Players Make Social Networks, Mobile Their Priorities
ANA Survey Finds Clients Show More Movement, Interest in Areas Than General-Market Counterparts

By Laurel Wentz

The Association of National Advertisers recently surveyed its members and found 38% of multicultural marketers are using mobile marketing, compared with just 28% of general-market advertisers.

Published: January 07, 2008

NEW YORK (AdAge.com) -- Multicultural marketers are doing more mobile marketing and are more interested in using social networks than their general-market counterparts.

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A few more respondents in the general market (20%) said they already use social networks than respondents working in multicultural areas (16%), but the trend is clear: Twice as many multicultural marketers (36%) said they plan to start using social networking for the first time in the next year, compared with 19% in the general market.

It's not surprising that multicultural marketers are moving fast into mobile marketing.

Beyond the basics
"Hispanics are much more likely to do advanced mobile activities," said Tamara Barber, an analyst at Forrester Research. They are more likely than non-Hispanics to have cellphones with cameras (65% and 48%), video (41% and 17%), music (42% and 15%) and internet access (57% and 39%), according to Forrester's phone survey of 3,000 Hispanic adults.

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