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Latinos depend on mobile phones and Social Media for trip planning

During every stage of planning for a road trip, Latinos are using mobile phones and seeking more relevant location-based deals, rewards programs and mobile accessible travel content to assist with their trip planning.

WASHINGTON, DC – A new report released by Social Lens Research and MocoSpace, Latinos on the Road: A Mobile and Social Ride Study, found that when it comes to planning road trips, Latinos heavily rely on their mobile phones and social media networks. The online survey found that during every stage of planning for a road trip, Latinos are using mobile phones and seeking more relevant location-based deals, rewards programs and mobile accessible travel content to assist with their trip planning.

“The study indicates that among Hispanics who are leading the way on mobile adoption, the willingness to use mobile phones has outpaced what functionality and content companies offers. Companies are in catch-up mode on the type of customer experience offered. I think travel planning is just one example of the more advanced mobile functionality needed”, said Julie Diaz-Asper, founding partner, Social Lens Research.

“MocoSpace has attracted a large Hispanic audience since we launched in 2005.  The rich game, music, messaging, photo sharing and social networking experience that we offer has always resonated with the mobile first, early adopter audience of which Hispanics are at the forefront,”, said Justin Siegel, co-founder of MocoSpace.

The study surveyed 1,106 Latino adults using MocoSpace, a mobile game platform targeting multicultural and on-the-go consumers, uncovered 6 critical ways for organizations to reach Latinos via mobile and social marketing efforts. In addition, Social Lens Research, a social research company with expertise in researching hard-to-reach consumers and demographics, developed a Latinos Road Trips: a Mobile and Social Ride Infographic with key findings from the study: see attached.

The key results of the study are below, along with tips and information on how companies and organizations can better reach the Hispanic consumer.
1: Mobile Travel Content: 75% want a better way to find new places to visit on their mobile phones. Creating mobile-friendly travel content that helps Latinos discover location as a destination is key in encouraging Latinos to visit new and unknown dentations.
2: Location-Based Deals: 69% want text ads and 59% want mobile ads with local deals. Being able to offer location-based deals via text messages and mobile ads will incentify Hispanics to use local business while on the road
3: Mobile-Ready Booking and Planning Capabilities: 55% want a better trip planning app. 61% want an easier way to book hotel rooms. Ensuring easier to book and being able to help Hispanics plan trips on-the-go will help conversion rates among the Latino consumer.
4: Create Customer Rewards Programs that Are Accessible On-the-Go: 57% want rewards and ways to earn points with their favorite brands. Develop rewards program that are easy to access and use on a mobile phone.
5: Encourage Social Sharing about your Business with Rewards, Contests and Campaigns: 52% share trip plans, 56% share experiences and 72% share pictures after their trips.
6: Develop Family-Friendly Messaging: 42% travel with kids. 33% are traveling with parents. Consider making your message family-friendly and welcoming to larger travel groups.

Vicky Karantzavelou
Co-Founder & Chief Editor - TravelDailyNews Media Network | Website | + Posts

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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