According to a new study by Nielsen, Hispanics are quickly adopting mobile and outpacing all over ethnic groups. They are the fastest-growing ethnic group for mobile downloads of music and photos. Hispanics are also more likely to watch video on the their mobile phones than others, follow brands, have a blog, and have more than one social network.

Hispanics also use mobile more often, in general, than they average U.S. consumer. They make 40 percent more phone calls per day (13), and send and receive about 941 SMS text messages per month – more than any other ethnic group.

Naturally, this means lots of sharing power for Hispanics. They are also more likely than other U.S. consumers to share videos, articles, links and websites. That also means that Hispanics have a lot of spending power and a broad mobile audience ripe for marketers to cater to.

Nielsen says “mobile presents a significant avenue of opportunity for marketers looking to reach Hispanic consumers,” and the firm also notes that the group has “amassed significant buying power, despite perceptions to the contrary.” —TechCrunch

Delve into the reason behind this mobile engagement, and you’ll see something interesting. Hispanics are less likely to have an Internet connection at home than the average U.S. consumer. Only 62 percent of Hispanics have access to Internet at home, whereas the U.S. average is 76 percent.

If you’re building a mobile site for a segment that may be Hispanic, consider posting content in two languages, or make two mobile sites — one in English, one in Spanish. Remember to reach the braodest number of consumers for your clients on mobile — especially if they’re searching for local information on their phones.

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