Several recent studies recapped by MediaPost show the value of using mobile as a primary marketing tactic when looking to reach the nation’s Hispanic community—the largest minority group and community of smartphone users in the US.

Here’s a rundown of interesting findings:

Recently released Google report, “Four Truths About U.S. Hispanic Consumers”:

• 93 percent of U.S. Hispanics use a mobile phone regularly


• 45 percent of U.S. Hispanic mobile phone users have smartphones, compared to 34 percent of the general market (February 2011 data collected by The Nielsen Company also supports this stat)


• 87 percent of U.S. Hispanic mobile phone users have contract plans, while only eight percent use pre-paid plans

Key figures from a December 2010 Scarborough Research study:

• 64 percent of U.S. Hispanic mobile users text message vs. 56 percent of the general market


• 22 percent of U.S. Hispanic mobile users download or listen to music vs. 15 percent of general market


• 12 percent of U.S. Hispanic mobile users use social networks on their mobile vs. 10 percent of general market

Studies again and again prove Hispanics are extremely active mobile users and use their phones to text, interact via social media and listen to music, and that they do so more than the general population.

So what’s the bottom line here? If you’re trying to reach Hispanics, you must consider mobile as a primary marketing outlet.

You can read more from Kane on Msgme.com.