Use of Mobile Devices by Low-Income, Low-English Proficiency Hispanic Consumers

Theoretical Background and research questions/hypothesis:  In 2011, reports from Google and the Nielson Company found 93% of U.S. Hispanics use a mobile phone regularly and 45% of users have smartphones. When compared to 34% of the general market, Hispanics have the highest rates of smartphone use among all ethnic groups, including Whites. Such data on the Hispanic population, however, includes acculturated and U.S.-born residents, whose adoption of mobile technology may be more consistent with the general population. Our qualitative study sought to discover the level of mobile phone use among low-income (at or below 125% of Federal Poverty), low-English proficiency Hispanics, including agricultural workers, to determine if mobile was a viable channel for learning or teaching health-related subjects. We also explored use of mobile devices in outreach work by community health workers, "promotoras", to determine if mobile-optimized teaching tools and resources could be of value.

Methods:  A qualitative study of over 100 low-income Hispanics was conducted across California, 31 of whom were agricultural workers, to assess mobile device utilization.  A total of 10 focus groups were conducted across 5 California markets:  Los Angeles, Fresno, Bakersfield, Salinas and San Diego.  Of the 10 groups, 6 were with consumers and 4 with promotoras/community health workers

Results:  All but two respondents had mobile phones and over half had web-enabled phones. Agricultural workers ranked their mobile phone among their most important possessions and strongly preferred mobile over land lines. Respondents talked, texted, shared photos, used email, social media, calendars and alerts; watched and recorded videos; listened to music and played games. Nearly all accessed the Internet primarily through mobile devices. For some, the only experience of the Internet occured on a mobile device. Receiving health information on a mobile phone was perceived as highly desirable. Respondents stated a preference for receiving such information via text message and indicated they would pay up to $5/month for personalized health information. Our study also found that promotoras working with low-income Hispanics use mobile phones extensively and creatively in their outreach and have a strong desire and need for mobile-based or mobile-optimized teaching tools.

Conclusions:  Low-income, low-English proficiency Hispanics are sophisticated users of mobile.

Implications for research and/or practice:  Teaching tools for low-income Hispanic audience must strongly consider incorporating mobile as a channel and designing robust, visual experiences.