Multicultural Groups Turn More To Mobile Marketing

Marketers appealing to minority groups are turning more frequently to mobile marketing and are more interested in using social networks than non-minorities, reports AdAge. In a recent survey of its members, the Association of National Advertisers found that 38 percent of multicultural marketers are using mobile as opposed to 28 percent of general market advertisers. Currently, slightly more general market respondents (20 percent) already use social networks compared to 16 percent of their minority counterparts, but nearly twice as many multicultural marketers (36 percent) said they plan to use social networking for the first time in the next year, compared with 19 percent of general market advertisers.
AdAge accounts for some of this difference by making the link that Hispanics are more likely to