With a population of more than 55 million and estimated buying power of over $1.5 trillion, Hispanics in the United States are continuing to shape economic trends; however, as new research finds, they’re shaping digital trends as well.
This year’s Bank of America Trends in Consumer Mobility Report shows Hispanic consumers are increasingly reliant on mobile devices to navigate daily life. In fact, 35 percent of Hispanics say they are more likely to interact with their smartphone in an average day than anything or anyone else, including their significant other.
The survey, which explored mobile trends and banking behaviors among adults across the country, found this digital lifestyle also extends to how they manage their finances. More than three-quarters (78 percent) of Hispanic consumers use a mobile banking app and 69 percent cite digital as their primary method of banking. These numbers mark a stark contrast from non-Hispanic users, whose percentages were 51 and 61 percent, respectively.
“This survey reinforces what our Hispanic customers show us every day — the Hispanic community leads the way in mobile adoption, usage and engagement,” said Michelle Moore, head of digital banking at Bank of America, adding that it was the actions of the Hispanic community that spurred Bank of America to release its mobile app in Spanish. “We’re committed to delivering solutions that meet the needs and behaviors of these consumers.”
The report revealed further insights into Hispanic consumers’ mobile-first mindset.
* Texting becomes the new small talk. Nearly one-third (32 percent) of Hispanics cite texting as their preferred communications method. The vast majority (80 percent) feel that the appropriate response time to a text is under an hour, and 54 percent text someone when they’re in the same room.
* Documenting life moments. Hispanics are more inclined to share events with others, as nearly all (95 percent) say they want to have their smartphone on hand to capture important life milestones. They’re also more likely than non-Hispanics to post these life moments on social media (78 percent, compared to 69 percent).
* Growing comfort with emerging payments. More than half (56 percent) of Hispanics would use or already use their phone to make purchases at checkout, compared to just 36 percent of their non-Hispanic counterparts. Seventy-seven percent of Hispanics say they’re likely to use emerging payment methods such as mobile wallets and social media apps, and 72 percent cite they would use or already use their bank’s peer-to-peer payments service.
For more information, visit bankofamerica.com/convenience.