eMarketer points to some work by Solutions Research Group (SRG) suggesting that in the US, Black and to a lesser extent, Hispanic mobile users are far more likely to use advanced (ie non voice) features of their phones.
37% had downloaded a ringtone in the last month (as opposed to 26% average), 48% had sent an sms (29% average).
Another study by Yankelovich Monitor found ownership and intention to purchase WAP phones was also higher in the black community and use of P2T was three times higher.
This means that these groups are important – and not just as markets in their own right. It’s because very often, especially in youth culture, what starts in the black community, crosses over at some point to their less stylish white bretheren. Many music trends start Black – rap, hiphop, Jazz, even rock and roll. Fashion too – where do you think having your arse hanging out of your trousers started? Ditto sports.
And so, I have long argued, it’s the same with mobiles.
Smart marketers focus their attention on mavens – people who will spread the word about their products. Getting one maven on board and on message is worth 100,000 lesser folk. So if you’ve got limited resources and budgets for your mobile content, handset or app, go find some black kids who like it. They’ll do all the marketing you’re ever going to need.
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