Yasabe.com Blog

Based on search logs from YaSabe.com, which contains information about hundreds of thousands of queries from Hispanics searching from their mobile devices, many mobile queries are similar to searches made on the web such as employment, restaurants, and attorneys.  But there are some unique mobile queries that show how Hispanics turn to mobile technology when they need to find a product or service that’s nearby.

Hispanics often searched for gruas (towing services) and clinicas (clinics).  While apartamentos (apartments) was also a popular query on mobile bienes raices (real estate) was less popular than on the web.  While there are some interesting dynamics and differences between mobile and web, it is clear that users that search for local merchants using their mobile devices are among the most desirable customers for local merchants; these Hispanic consumers are usually close by and ready to buy.

Latinos in the U.S used several different mobile devices to search.  We know that in the US, 24% of all Apple iPhones were purchased by Hispanics.  Here is a breakdown of the different devices that were used by Hispanics to access YaSabe:

Based on the devices we know that Apple is the singular most important device manufacturer.  However when it comes to operating system, Android is the leading mobile OS with more than half of the queries on YaSabe.

Last month we published an article highlighting several of our “Did You Know” tweets.  This post highlights some interesting facts and figures that demonstrate why US Hispanics are increasingly digitally “connected” and why they are among the ideal consumers:

- The Hispanic online market in the US grew by 5 million individuals from 2010 to 2011

- Hispanics are 21% more likely to post links, articles, videos online

-  27% of Hispanic users spend 6 hours or more a day on social media sites

- Hispanics spent $5.15B this past holiday season on mobile devices

- Hispanics in the US spend more on personal care products than any other demographic

- Hispanics make fewer shopping trips and spend more per trip than non-Hispanics

Advertisers have definitely recognized that the spending power of Hispanics can no longer be ignored.  What we are seeing now, is that as Hispanic consumer have becoming increasingly digitally savvy and connected, businesses are working to customize their marketing message and channels in very different ways online to truly reach Hispanic consumers.

Cinco De Mayo is upon us, do you have any plans yet?  Well, if you procrastinated on this one, you’re in luck!  YaSabe is here to give you some last minute suggestions as to where to go for your Cinco De Celebration!

Town Tavern
2323 18th Street NW * Washington, DC 20009 * (202) 387-8696
They will have a live donkey on hand for its celebration. Specials include $3 Coronas and tequila sunrises all day, plus tequila shots and baskets of tacos for $5.

El Centro D.F
1819 14th Street NW  Washington, DC 20009(202) 328-3131
A new restaurant from chefs Richard Sandoval and Kaz Okochi that opens May 5, has more than 200 varieties of tequila, appetizers and dancing on the rooftop patio. A cash bar will have margaritas and agave cocktails. $20 cover.

Policy
1904 14th Street NW * Washington, DC 20009 * (202) 387-7654
They’re is having a party from 5 PM to 1 AM with $3 Coronas, $5 margaritas and Negra Moldelos, and free soft tacos. Plus—a piñata!

Guapo’s Tenleytown
4515 Wisconsin Avenue NW * Washington, DC 20016 * (202) 686-3588
At DC’s Tenleytown location, there are buckets of beer for $11.95, deals on margaritas and chef’s specials, plus giveaways. Specials vary at each location, so call ahead.

McFadden’s
2401 Pennsylvania Ave. * Washington, DC 20037 * (202) 223-2338
Join the Dos Diablos Party, named in honor of a drink that combines Dos Equis beer with a shot of Two Fingers tequila. The drink will be available for $5 all night; other specials include $2 Coronas and $3 margaritas. For $10, there will be an all-you-can-eat taco bar at 8.

Mackey’s
1823 L Street NW * Washington, DC 20036 * (202) 331 7667
The Jose Mackey’s Irish Cinco de Mayo Party, sponsored by Lindy Promotions, will have free sombreros for the first 100 people at the door, as well as free drinks from the Jose Cuervo girls. From 4 to 11, drink and food specials include $3 beers, $4.05 margaritas, and $8 chicken taco platters. Price of admission is $5.

And please remember to celebrate responsibly, but if you party a little harder than you should have, please call either of these cab companies for a safe ride home:

* DC Yellow Cab (202) 544-1212
* Red Top Cab (703) 522-3333
* Barwood Cab (301) 984-1900

How do Hispanic consumers search for Lawyers online?  Many search for ‘abogados’ in a particular city or state.  Some search in English but add ‘speaks Spanish’ to the query.  Others modify their queries by adding terms in Spanish and in English to indicate a specific practice area.  Over the course of a month there are thousands of different terms used by Hispanics for to find the right attorney. Here are the most popular specialty and related terms that users search for alongside their queries for ‘abgados’:

With so many queries from Hispanics looking for lawyers, there are bound to be a certain number of searches where the user misspells the search term.  Here are some expamples:

Latinos all across the U.S. search for attorneys.  In fact, YaSabe responded to queries from Hispanic consumers looking for attorneys from every single state in the nation.  Here is a heat map of the U.S. that shows where the queries for lawyers on YaSabe.com for the week of April 16, 2012.  The darker the shade of green the more queries for lawyers that came from within that state.

A recent study conducted by the PEW Research Center shows that Hispanics, along with Asians, are leading the growth rate when it comes to finding employment.  The study shows the in past past two years, from 2009-2011, Hispanic employment has increased by 6.5% vs. 2.3% for the general population and 1.1% for non-Hispanic whites.  It also shows that during the recessions of 2007-2009, Hispanics were the least hard hit of all segments – decreasing employment by 2.4% vs. 5.3% for the general population.  Last, the study shows that immigrants are experiencing a faster growth-rate in employment than native-born workers.  If you are interesting in finding a great jobs that may require your spanish or bi-lingual skills check out YaSabe’s jobs board.  Employers – want access to a dynamic group of job candidates?  You should check out YaSabe empleo – it’s free to post jobs!