17% of Hispanic Mobile Users use Apps to purchase Travel

RedMas, Hispanic Mobile Ad Network and Mobile Studio, revealed the results of their survey of a sampling of the over 28 million Hispanic mobile users in the United States who responded to questions about their vacation preferences and the use of their mobile devices during this time of leisure. 

Under the title “De Vacaciones: U.S. Hispanics Vacation Trends 2012,” conducted through RedMas’ network of mobile sites, found that Hispanics prefer to spend their vacations with family and at locations with personal significance. According to the study, 40% of those surveyed planned to take vacations this calendar year 2012, with 57% going on vacations at least once a year.

“Hispanics are becoming the fastest growing consumer force in the United States with a purchasing power in excess of $1.1 trillion, according to 2011 estimates. Marketers and brands are continuously searching for relevant information in their quest to better serve this affluent demographic and this survey definitely provides us with valuable insight into the Latino community’s preference and behavior when planning and enjoying their leisure time. Expect RedMas to continue to provide such resourceful marketing tools to target the ever-growing U.S. Hispanic consumer group. It’s our corporate mission,” emphasized Jorge A. Rincon, CEO of RedMas.

Hispanics value their time off:

Although Americans in general lag on taking annual vacations, most Hispanics take time off every year, favoring the summer months and/or the Christmas holidays. The survey revealed that 38% prefer the warmth of the summer to go on vacation, while 34% choose to take a break from work during Christmas to spend it with family. One thing is for sure, Hispanics would rather not travel during the fall; only 3% selected autumn as the season when they take vacations.

Travels are a click away:

The purchase of airline tickets using the Internet is popular among Hispanics with 28% of them using online travel sites. Travel purchases using mobile Apps are also on the rise with 17% of Hispanics mobile users opting for point of sale.

There’s no other place like home:

An overwhelming 64% of respondents prefer to return to their homeland during their vacations, taking advantage of their time off to spend it among family as 67% stated they would rather spend their leisure travels with ‘la familia’. Nevertheless, 55% wished they could visit a new and/or different destination on their next vacation.

A community that’s always connected:

Hispanics keep their mobile phones at hand even during their vacations with 34% of Latinos using their mobile devices to share their vacations with ‘Friends’ on Facebook and/or other social networks; what’s more, 30% admitted they couldn’t live without their beloved devices.

Trackback from your site.

Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.


#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.