Is There a New Digital Divide in Mobile Marketing?
According to a recent Nielsen Mobile Insights study, there is a slight discrepancy in smartphone ownership between various ethnic and racial groups. Based on recent survey data, Additionally, a 404 Not Found target="_blank" href="http://www.slate.com/blogs/future_tense/2012/08/07/digital_divide_minorities_more_likely_than_whites_to_own_smartphones.html" rel="nofollow">minorities are more likely than white people to own smartphones.
For example, the study found that 67% of Asian American mobile subscribers owned smartphones, along with 57% of Hispanics and 53% of African Americans. Among white Americans, only 45% of mobile subscribers currently own a smartphone.
What are some possible explanations for this “digital divide” in smartphone ownership, and what are the implications for mobile marketing?
- Smartphones are cheaper than desktop computers: The traditional idea of the “digital divide” has been to point out that many minority communities in the