SPECIAL THANKS TO Two things to keep in mind when

SPECIAL THANKS TO Two things to keep in mind when considering key targets for mobile marketing. First is that Hispanics adopt tech products at a higher rate than the general market. Consequently, they are more likely to have mobile devices and spend significantly more time on them as they connect with family and friends here and in home countries. The second point is one that is a key growth driver. Hispanics of every segment are growing at a faster rate than the general market. That includes adults, kids, teens, men or women. Compare the 15% growth of Hispanic Millennials between 2006 and 2011 to the 1% growth of Non- Hispanic 18-34 year olds. You would rightly conclude that Hispanics are a big part of the mobile market today AND tomorrow. Roberto Orci, Chair of AHAA and CEO of Acento Advertising "Hispanic consumers are fast and furious adopters of new technology, especially mobile devices, apps and content. What started out as a convenient way to pick out a movie or a place to eat, is evolving into something much more. Hispanics want to engage in a mobile experience that empowers them and gives meaning to their authentic voice. This is especially true of young Hispanics who want to change the conversation and influence the brands that they build relationships with - and mobile technology is their medium of choice." Glenn Llopis CEO, Center for Hispanic Leadership "Mobile is the new frontier for marketing to Latinos because Hispanics are not only huge early adopters of technology but virtually all smartphones today even the cheapest ones - are powerful computers. The age of the iphone is all about constant connectivity and engagement and that trend plays well to Latinos' natural tendency to be ultra social." Manny Ruiz, Chairman, Hispanicize

App Spending... 10 INSERT TOC PAGE Executive Summary... 1 Methodology... 1 Zpryme Hispanic Insights Practice... 1 Top 12 Major Findings... 3 Overall Survey Results... 4 Respondent Gender and Age... 4 Education... 4 Household Income... 4 Location of Respondents... 5 Primary Residence... 5 Generation... 5 Language Spoken at Home... 5 Online Activities... 6 Internet Usage... 6 Language Used on Internet... 6 Device Used to Connect to the Internet... 7 Online Spending... 7 Online Purchasing Factors... 7 Smartphone Type... 8 Most Recent App Purchased... 10 Time Most Recent App Was Purchased... 11 GPS Usage... 11 Mobile Device Ownership... 11 Mobile Device Likely to Purchase... 11 Tablet Activities... 12 Cause to Change Device Brands... 12 Social Networks Used... 12 Device Used to Access Social Networks... 13 Daily Deal Usage... 13 Preferred Method to Access Entertainment... 13 Live Streaming Sports on Mobile Device... 13 Online Advertising Viewership... 14 News Updates... 14 Cross Tabulations... 15 Age Analysis... 16 Gender Analysis... 17 Generation Analysis... 18 Education Level Analysis... 19 Summary... 20 Time Spent on Mobile Phone... 8 Mobile Phone Communication Preference... 8 Mobile Phone Availability... 8 Smartphone Internet Access... 9 Next Mobile Phone to Purchase... 9 Mobile Apps Purchased... 9 Mobile App Language... 10 Number of Apps Owned... 10

Executive Summary Hispanics of every segment are growing at a faster rate than the general market... you would rightly conclude that Hispanics are a big part of the mobile market today and tomorrow. - Roberto Orci, Chair AHAA (The Association of Hispanic Advertising Agencies) 1 Mobile devices are ubiquitous, particularly with Hispanics. Companies that do not have a well-defined Hispanic mobile strategy are destined to lose out on the most brand-cognizant and more importantly connected U.S. demographic. Like no other group before them, Zpryme s 2012 Hispanic Mobile Consumer Trends Study reveals that Hispanics are poised to drive a significant share of the demand for mobile technology in the U.S. Over the next five years, Hispanics will increasingly influence mobile technology markets in the U.S., and by 2017 Zpryme predicts that one out of every five tablets and smartphones in the U.S. will be purchased by Hispanics. As more Hispanics embrace mobile technologies, they will also spur demand for innovative content, new media, and advertising to meet their diverse set tastes and preferences. The metric for success to a Hispanic mobile advertising campaign done right will not be measured by followers and likes, but by brands that monitor the meaningful pulse of their culture and technology adoption. It s clear that Hispanics will play a key role in defining the convergence of our digital and offline worlds. 1 Roberto Orci, Chair of AHAA and Acento Advertising noted to Zpryme in April 2012. Methodology A survey was administered via the internet to a representative sample of 504 adult Hispanics between 18 and 70 years old in December of 2011. This report will provide a descriptive frequency for each of the items and then explore some selected crosstabs. The demographic responses for age, gender, income level, education level, generation, and primary language will be examined in their relationships with mobile device usage, social media usage, online spending, device purchases, and daily deals. A brief summary will conclude the report. Zpryme Hispanic Insights Practice Hispanics are comprised of many races and nationalities, speak several languages and span the socio-economic spectrum. Irrespective of language or national origin, they share many commercially appealing traits: they are younger, open to new brand opportunities, upwardly mobile, and eager to embrace the "American experience. Zpryme s Hispanic Insights practice helps clients better understand and engage this diverse group during all phases of integration. In addition to helping clients reach Hispanics during the early (typically non-english) phases of their American experience, we also help clients better engage Hispanics as they integrate with mainstream America by appealing to the new-world values we all share. The values and aspirations of Hispanics bind them to each other and to all other Americans as well. In fact, they are just as influenced by American culture as they are by their countries of origin. So rather than representing a new culture, Hispanics simply reflect a continuation of the American story and character. In short, understanding where and how to appeal Hispanics is no longer just about appealing to particular ethnicities, it's quickly becoming key to understanding the mainstream American consumer as well. 1

Top 12 Major Findings 1 Tablet users ranked games as their most frequent activity as 74.3% said they used their tablet for gaming. Other notable tablet activities included social networking (55.4%), internet purchases (36.6%), and paying bills (26.7%). 5 Although 27.4% said they currently used an Android smartphone, 31.3% said their next smartphone purchase would be an iphone. Only 9.6% said their next smartphone purchase would be an Android. 9 Four out of ten (42.) said they spend $26 to $100 on their internet purchases. 2 Just over half (53.) preferred to get their entertainment on a mobile device (laptop/pc, cell phone, or tablet). The remaining 47. said they preferred to get their entertainment on their T.V. 6 One out of five (19.8%) preferred to access social networks on their smartphone. 10 The amount spent per mobile app was $2.00 or less for a large group (70.8%) of the sample, with almost half (48.8%) spending less than $1.00. Nearly half (48.3%) said they have purchased game apps. 3 Six out of ten (63.4%) spent at least three hours per day on the internet, while four out of ten (41.) spent at least three hours per day on their mobile phone. 7 Females were more likely than males to use Facebook (82. versus 73.3% for males) and the daily deal site Groupon (45. versus 32. for males). 11 The youngest Hispanics (18 25 years old) were more likely than any other age group to use mobile devices of any type and were most likely to purchase new devices in the next 6 months. 4 When it comes to mobile device brand loyalty, only a small percentage (12.3%) said they would not change mobile device brands for any reason. 8 Nearly one out of four (24.2%) own 20 or more mobile apps. 12 Hispanics with a Bachelor s degree or higher were significantly more likely to own a tablet than Hispanics without a Bachelor s degree. 3

Overall Survey Results Respondent Gender and Age The sample included 504 people (females 57.5% and males 42.5%) who ranged in age from 18 to 70, with the two largest groups being 18 25 (36.6%) and 31 40 (22.5%) and an average age of 33.4 years. Education More respondents reported to have had some college (38.7%) than any other group, with 26. saying a high school diploma/ged, 16.4% with a baccalaureate degree, 9.8% a graduate degree, 4.9% less than high school, and 4.1% a professional degree. 5 What is your education level? Source: Zpryme, Figure: 3 7 6 What is your gender? Source: Zpryme, Figure: 1 57.5% 4 3 26. 38.7% 5 4 3 42.5% 1 4.9% 16.4% 9.8% 4.1% 1 Less than high school High school diploma/ged Some college Baccalaureate degree Graduate degree Professional degree Male Female Household Income 4 36.6% What is your age? Source: Zpryme, Figure: 2 Household annual income spanned from less than $20,000 to over $200,000, with the largest group (25.) saying they earned $30,001 to $50,000 per year. 3 16.2% 22.5% 3 25% 19.8% 18.4% What is your household income? Source: Zpryme, Figure: 4 25. 17.4% 1 11.5% 8.8% 4.3% 15% 1 10. 8. 18-25 26-30 31-40 41-50 51-60 61-70 5% Less than $20,000 $20,001 to $30,000 $30,001 to $50,000 $50,001 to $75,000 $75,001 to $100,000 $100,001 to $200,000 1.4% Over $200,000 4

Location of Respondents Responses were received from 42 states, the District of Columbia, and American territories. The top five states for Hispanics in this sample were: California (24.3%), Texas (14.1%), Florida (11.), New York (8.6%), and Illinois (3.9%). These five states totaled 61.9% of the sample. Primary Residence The primary residence for this sample was: own/buying a single family residence (40.8%), renting/leasing an apartment (38.4%), living with relatives/friends (14.5%), or own/buying a condo (6.3%). 5 4 3 1 40.8% Own/buying a single family residence What is your primary residence? Source: Zpryme, Figure: 5 6.3% Own/buying a condo 38.4% Renting/leasing an apartment 14.5% Living with relatives/friends Generation Of those who self-identified as Hispanic, 41.6% were third generation, 37.3% were second generation, and 21.2% were first generation. Fully 78.9% were born in the U.S. 5 4 3 1 21.2% Language Spoken at Home 37.3% 41.6% The primary language that was spoken in their homes was: Spanish and English equally (34.3%), English only (28.8%), mostly English (24.9%), mostly Spanish (8.2%), and Spanish only (3.7%). 4 3 First generation Hispanic (born in a foreign country) What generation are you? Source: Zpryme, Figure: 6 Second generation Hispanic (parents born in a foreign country) What generation are you? Source: Zpryme, Figure: 7 34.3% Third generation or more Hispanic (my grandparents or great grandparents were born in a foreign country) 24.9% 28.8% 1 3.7% 8.2% Spanish only Mostly Spanish Spanish and English equally Mostly English English only 5

Online Activities Online activities, in descending order of frequency, were: email (83.8%), social networking (66.5%), videos and music (54.), searching (52.4%), pay bills (48.9%), research topics of interest (48.7%), online gaming (46.), purchase products (44.4%), instant messaging (31.3%), get free products/services (29.5%), enter sweepstakes/contests (29.4%), pursue classified/auctions (18.8%), and blogging (14.9%). Internet Usage Their internet/email daily usage was: 3 5 hours (35.9%), 1 2 hours (28.6%), 6 8 hours (14.3%), over 8 hours (13.3%) and less than one hour (7.8%). Over six out of ten (63.5%) spent at least three hours per day on the internet/email. 4 What is your internet daily usage? Source: Zpryme, Figure: 9 35.9% What are your main activities when you go online? Source: Zpryme, Figure: 8 3 28.6% Email 83.8% 14.3% 13.3% Social Networking 66.5% 1 7.8% Videos and Music Search Pay bills 54. 52.4% 48.9% Less than one hour 1 2 hours 3 5 hours 6 8 hours Over 8 hours Research topics or products of interest 48.7% Language Used on Internet Online Games 46. Purchase Products 44.4% Instant Messaging 31.3% Free products/services 29.5% Enter sweepstakes/contests 29.4% Classified/Auctions 18.8% Blogging 14.9% Other 4.1% 4 6 8 10 Communication on the internet was primarily in English (80.8%). 10 8 6 4 80.8% How do you communicate on the internet? Source: Zpryme, Figure: 10 3.5% 15.7% Primarily English Primarily Spanish About half in English and Spanish 6

Device Used to Connect to the Internet For the type of internet connection, the sample reported: laptop most often (70.7%), followed by desktop PC (59.1%), smartphone (41.3%), and tablet (18.7%). 8 6 4 How many types of internet connection do you use? Source: Zpryme, Figure: 11 70.7% 59.1% 41.3% Online Purchasing Factors The answers to what has most influenced them to purchase online were: price (44.2%), website reliability (17.9%), product/service variety (16.7%), user feedback (9.6%), and website quality (8.6%). 5 4 3 What factors most influence your online purchases? Source: Zpryme, Figure: 13 44.2% 18.7% Desktop PC Laptop computer Tablet Smartphone 1 16.7% 17.9% Variety of products Website reliability Price 8.6% 9.6% Quality of website Feedback of users 3. Other Online Spending Online spending was: $25 or less (15.9%), $26 to $100 (42.), $101 to $250 (16.9%), $251 to $500 (10.2%), $501 to $1,000 (2.6%), and over $1,000 (1.8%). 5 4 What range amounts are your internet purchases? Source: Zpryme, Figure: 12 42. 3 1 15.9% 16.9% 10.2% $25 or less $26 to $100 $101 to $250 $251 to $500 $501 to $1000 2.6% 1.8% Over $1000 10.6% I don t purchase on the internet 7

Smartphone Type When asked what type of smartphone they have, respondents said Android (27.4%), Apple (20.9%), and Blackberry (7.4%). 3 1 20.9% What type of smartphone do you have? Source: Zpryme, Figure: 14 27.4% 27. 7.4% 6.1% 11.2% Mobile Phone Communication Preference Hispanics preferred to communicate on their cell phone: about half by texting and half by talking (40.4%), by texting (28.6%), or by talking (26.5%). 5 4 3 28.6% How do you communicate on your cell phone? Source: Zpryme, Figure: 16 26.5% 40.4% Apple Android Blackberry Nonsmartphone No cell phone Other 1 By texting By talking About half by texting and half by talking 4.5% Don t have a cell phone Time Spent on Mobile Phone Four of ten (41.) spent at least three hours per day on their phone. 4 3 How much time do you spend on your phone per day? Source: Zpryme, Figure: 15 28.9% 30.1% 25.3% Mobile Phone Availability Hispanics were asked about cell phone availability and responded that: my cellphone is nearby and on call 24/7 (41.1%), is always nearby but not on call 24/7 (36.4%), or is not always nearby (16.4%). 5 4 Cell Phone Access Source: Zpryme, Figure: 17 36.4% 41.1% 1 8.4% 7.3% 3 16.4% Less than one hour 1 2 hours 3 5 hours 6 8 hours Over 8 hours 1 6.1% Don t have a cell phone Is not always nearby Is always nearby but not on call 24/7 Is always nearby and on call 24/7 8

Smartphone Internet Access Among smartphone users, respondent preferences for using their smartphone for an internet connection was: some of the time (31.8%), most of the time (22.9%), all of the time (22.6%), very little of the time (12.7%), or none of the time (10.). Nearly half (45.6%) said most or all of the time. Mobile Apps Purchased The sample indicated which types of apps they had bought for their mobile devices and their responses were: games (48.3%), songs (41.3%), tie between navigation and news (each 23.6%), books (22.6%), health and fitness (16.9%), sports (15.5%), travel (13.6%), and finance (12.4%). 4 3 What is your preference for your using your smartphone as an internet connection? Source: Zpryme, Figure: 18 22.6% 22.9% 31.8% Games What type of mobile apps have you purchased? Source: Zpryme, Figure: 20 48.3% 1 12.7% 10. Songs News 23.6% 41.3% All of the time Most of the time Some of the time Very little of the time None of the time Navigation 23.6% Next Mobile Phone to Purchase Books 22.6% A last question asked what type of cell phone their next one would be. The Apple iphone was the most popular choice by far at 31.3%, indicating their next phone would be an iphone. iphone What type of mobile phone will be your next one? Source: Zpryme, Figure: 19 31.3% Health and fitness Sports Travel 13.6% 16.9% 15.5% Adroid 9.6% Finance 12.4% Smartphone 6.3% 1 3 4 5 6 Don't know 6.2% Blackberry 3.6% HTC 3. Droid 2.6% 1 3 4 5 6 9

Mobile App Language These apps were: primarily in English (84.1%), about half in English and half in Spanish (12.8%), and primarily in Spanish (3.1%). 10 8 6 4 84.1% Number of Apps Owned When asked how many apps they own, responses were: none (22.4%), 1 5 (19.3%), 6 10 (16.5%), 11 20 (17.5%), 21 30 (11.4%), 31 50 (5.7%), and over 50 (7.1%). Over half (58.2%) of the respondents owned at least six or more apps. 25% 15% 1 5% 19.3% What language are your mobile apps in? Source: Zpryme, Figure: 21 3.1% 12.8% Primarily in English Primarily in Spanish About half in English and Spanish How many mobile apps do you own? Source: Zpryme, Figure: 22 16.5% 17.5% 11.4% 5.7% 7.1% 22.4% 1 5 6 10 11 20 21 30 31 50 Over 50 None App Spending The cost of apps was $2.00 or less for a large group (70.8%) of the sample, with almost half (48.8%) spending less than $1.00. 6 5 4 3 1 48.8% Less than $1.00 22. 17.9% Most Recent App Purchased The most recent app purchase was for: games (41.6%), songs (25.6%), books (9.3%), news (5.1%), health and fitness (4.9%), navigation (4.5%), sports (3.9%), travel (2.8%), or finance (2.2%). Games Songs Books News Health and fitness Navigation Sports Travel Finance How much do you spend on a single app? Source: Zpryme, Figure: 23 6.5% $1.01 - $2.00 $2.01 - $5.00 $5.01 - $10.00 3.9% 2.8% 2.2% 5.1% 4.9% 4.5% 9.3% 25.6% 3. $10.01 - $15.00 0.6% 1.2% $15.01 - $20.00 What type of app was your most recent purchase? Source: Zpryme, Figure: 24 41.6% Over $20.00 1 3 4 5 6 10

Time Most Recent App Was Purchased And their most recent app was purchased: this week (31.4%), last week (13.2%), two weeks ago (6.5%), three weeks ago (5.7%), one month ago (7.5%), two months ago (3.8%), three to six months ago (3.8%), six months to one year ago (2.2%), or over one year ago (5.1%). Nearly six of ten (56.8%) had app purchases with the last month. When was your most recent purchase? Source: Zpryme, Figure: 25 GPS Usage This week Last week One month ago Two weeks ago Three weeks ago Over one year ago Three to six months ago Two months ago Six months to one year 2.2% 5.1% 3.8% 3.8% 6.5% 5.7% 7.5% 13.2% 31.4% 1 3 4 The majority (52.) used their phone s GPS for directions. 6 5 4 3 1 Do you use your phone's GPS for directions? Source: Zpryme, Figure: 26 52. 28.1% 19.9% Yes No Don't have a phone with GPS Mobile Device Ownership The types of mobile devices these respondents own were: laptop (69.7%), smartphone (51.5%), ipod (41.8%), tablet (18.8%), netbook (14.1%), and e-reader (11.1%). Another 11.1% of the sample said they didn t own a mobile device. 8 6 4 69.7% 51.5% 41.8% Mobile Device Likely to Purchase 18.8% 14.1% 11.1% 11.1% Over the next 6 months, Hispanics indicated they were most likely to purchase smartphones, laptops, tablets, and ipods. 3 1 What type of mobile device(s) do you own? Source: Zpryme, Figure: 27 Laptop Smartphone ipod (MP3 player) 24.1% 21.1% Tablet Netbook E-reader None Mobile Device 'Very Likely' to Purchase in the next 6 months Source: Zpryme, Figure: 28 18.1% 17.3% Smartphone Laptop Tablet ipod (MP3 player) 11.6% 10.6% E-reader Netbook 11

Tablet Activities Those who reported using a tablet noted activities of: games (74.3%), internet search (66.3%), email (66.3%), social networking (55.4%), play music (52.5%), purchase/shop (36.6%), use GPS (30.2%), pay bills (26.7%), and blog (8.9%). Games What activities do you use your tablet for? Source: Zpryme, Figure: 29 74.3% Cause to Change Device Brands What would cause them to change the brand of their devices revealed: cheaper price (34.1%), better quality (25.2%), more functions (15.2%), nothing (12.3%), better customer service (8.7%), or more service area (4.2%). Interestingly, brand loyalty exists only for a very small percentage, 12.3%. 4 34.1% What would cause you to change brands of your mobile device(s)? Source: Zpryme, Figure: 30 E-mail 66.3% 3 25.2% Internet search Social networking 55.4% 66.3% 1 15.5% 8.7% 4.2% 12.3% Play music 52.5% Internet purchases 36.6% GPS 30.2% Pay bills 26.7% Blog 8.9% 1 3 4 5 6 7 8 Cheaper price More functions Social Networks Used Better customer service More service area Better quality I wouldn t change for any reason The top five social networks used for the entire sample were Facebook (79.4%), Twitter (29.), MySpace (23.4%), Google+ (19.2%), and Linkedin (12.3%). Facebook Twitter Myspace Google Plus+ Do not use social networks Linkedin MyLife Ning Friendster Badoo Meetup What types of social networks do you use? Source: Zpryme, Figure: 31 29. 23.4% 19.2% 14.3% 12.3% 4. 3.4% 3.2% 3. 2.8% 79.4% 1 3 4 5 6 7 8 9 12

Device Used to Access Social Networks The method most often used to access social networks was: laptop (36.3%), desktop PC (25.2%), smartphone (19.8%), tablet (3.4%), and netbook (1.). 4 3 1 25.2% Daily Deal Usage 36.3% 3.4% 19.8% The popularity of daily deal site usage was: Groupon (40.4%), LivingSocial (25.7%), Eversave (10.2%), DealOn (9.), Travelzoo (7.6%), DailyDealster (6.8%), BuyWithMe (6.4%), Tippr (5.), and KGB Deals (4.6%). Which daily deal sites do you visit? Source: Zpryme, Figure: 33 1. 14.3% Desktop PC Laptop Tablet Smartphone Netbook I do not use social networks None of the above Groupon LivingSocial Eversave DealOn TravelZoo DailyDealster BuyWithMe Tippr KGB Deals How do you access social networking sites? Source: Zpryme, Figure: 32 5. 4.6% 7.6% 6.8% 6.4% 10.2% 9. 25.7% 40.4% 45. Preferred Method to Access Entertainment The respondents said they preferred to get entertainment: on my TV (47.), on my laptop/pc (34.6%), on my cellphone (12.1%), or on my tablet (6.3%). 5 4 3 1 12.1% 6.3% Live Streaming Sports on Mobile Device 34.6% 47. While over half (54.3%) said they didn t view live streaming sports on a mobile device, 10.5% said they did daily, 18. said once or twice per week, 10.7% said once or twice per month, and 6.5% said once or twice per year. 6 5 4 3 1 How do you prefer to get entertainment? Source: Zpryme, Figure: 34 On my cell phone On my tablet On my laptop/pc On my television How often do you view live streaming sports on your mobile device? Source: Zpryme, Figure: 35 54.3% 10.5% Daily 18. Once or twice per week 10.7% Once or twice per month 6.5% Once or twice per year Not at all 5% 1 15% 25% 3 35% 4 45% 5 13

Online Advertising Viewership When asked how often they checked out online advertising, respondents said: never (17.1%), seldom (40.5%), half the time (26.6%), or almost always (15.9%). How often do you click on online advertising? Source: Zpryme, Figure: 36 5 4 40.5% 3 26.6% 15.9% 17.1% 1 Almost always About half the time I seldom click on online advertising Never News Updates The respondents said they check for news updates: throughout the day (37.5 %), in the morning before work (26.9%), in the evening after work (23.1%), or during work hours (12.5%). 4 How often do you click on online advertising? Source: Zpryme, Figure: 37 37.5% 3 26.9% 23.1% 12.5% 1 In the morning (before work hours) During work hours In the evening (after work hours) Throughout the entire day 14

Cross Tabulations Four demographic items (age, gender, generation, and education) were used to investigate their relationships with the outcome variables of: table and smartphone device usage, social media (Facebook) usage, daily deal (Groupon) usage, game and song mobile app purchases, and tablet and smartphone purchase. Cross Tabulation Summary Table by Outcome Variable and Demographic Group (Data are Percent of Each Demographic Group) Device Ownership Mobile Apps Purchased Demographic Group Tablet Smartphone Games Songs Facebook Use Likely to Purchase Device in Next 6 Months Groupon Use Tablet Smartphone Age 18-40 22% 58% 57% 5 85% 42% 29% 41-70 7% 31% 13% 59% 33% 11% 9% Gender Female 18% 52% 49% 44% 82% 45% 51% 56% Male 49% 47% 47% 73% 32% 57% 63% Generation 1st 18% 5 48% 38% 81% 42% 3 26% 2nd 23% 51% 53% 47% 78% 45% 18% 26% 3rd or more 16% 52% 44% 37% 78% 34% 12% Education Less than high school 12% 28% 32% 4 56% 8% 24% High school diploma/ged 15% 44% 54% 42% 8 35% 21% 23% Some college 17% 53% 43% 38% 82% 36% 17% 21% Baccalaureate degree 24% 62% 49% 44% 76% 5 18% 23% Graduate degree 26% 48% 48% 4 8 52% 12% 3 Professional degree 29% 62% 71% 52% 62% 62% 33% 38% Source: Zpryme, Table 1 15

Age Analysis Age groups were divided into two categories: 18-40 and 41 70. Overall, the younger age group (18 40) was more likely than the older age group (41 70) to use a tablet and a smartphone. The younger group was also significantly more likely to have purchased game and song mobile apps. Facebook and Groupon usage was significantly higher among younger Hispanics. However, there was a smaller variance in the proportion of younger Hispanics who used Groupon (42% for the younger group vs. 33% of the older group). The younger age group was more likely than the older age group to purchase both a tablet and smartphone over the next six months. Over the next six months, the younger group was more likely to purchase a smartphone than a tablet. However, the older age group was slightly more likely to purchase a tablet than a smartphone. 8 6 4 8 6 4 10 8 6 4 Tablet and Smartphone Ownership by Age Group Source: Zpryme, Figure: 38 22% 57% Tablet Games 7% 58% 31% Smartphone 18-40 41-70 Mobile Game and Song App Purchases by Age Group Source: Zpryme, Figure: 39 18-40 41-70 59% 5 42% Songs Facebook Groupon 18-40 41-70 13% Facebook and Groupon Usage by Age Group Source: Zpryme, Figure: 40 85% 33% 4 Tablet and Smartphone Likely to Purchase by Age Group Source: Zpryme, Figure: 41 29% 11% 9% Tablet Smartphone 18-40 41-70 16

Gender Analysis No notable differences between males and females were observed in ownership of a tablet or smartphone, and with regard to the purchase of game or song mobile apps. Nearly nine percent more females (82. versus 73.3% for males) use Facebook. Females were more likely than males to use the top daily deal site Groupon. More males than females expect to purchase tablets (57% versus 51% for females) and smartphones (63% versus 56% for females). 6 4 6 4 10 8 6 4 Tablet and Smartphone Ownership by Gender Source: Zpryme, Figure: 42 52% 49% 18% 49% Tablet Games Female Smartphone Male Mobile Game and Song App Purchases by Gender Source: Zpryme, Figure: 43 47% 47% 44% Female Facebook Female Male 45% Songs Facebook and Groupon Usage by Gender Source: Zpryme, Figure: 44 82% 73% Male Groupon 32% 8 6 4 Tablet and Smartphone Likely to Purchase by Gender Source: Zpryme, Figure: 45 51% 57% 56% 63% Tablet Female Smartphone Male 17

Generation Analysis Tablet and Smartphone Ownership by Generation Source: Zpryme, Figure: 46 Three generation groups were examined: first generation (those born in a foreign country), second (those whose parents were born in a foreign country), third (those whose grandparents were born in a foreign country). This section will refer to these categories as first, second, and third. 6 4 18% 23% Tablet 16% 5 51% Smartphone 52% Compared to the first and third generation, the second generation was more likely to own a tablet. Across generations, there were no notable differences in smartphone ownership. 6 4 1st 2nd 3rd or more Mobile Game and Song App Purchases by Generation Source: Zpryme, Figure: 47 53% 48% 47% 44% 38% 37% Compared to the first and third generation, the second generation was more likely to have purchased game and song mobile apps. Games 1st 2nd 3rd or more Songs Across generations, there were no notable differences in Facebook usage. 10 8 Facebook and Groupon Usage by Generation Source: Zpryme, Figure: 48 81% 78% 78% Interestingly, a larger proportion of first generation and second generation Hispanics use Groupon (vs. third generation Hispanics). Compared to the second and third generation, the first generation was more likely to have purchase a tablet in the next six months. First and second generation Hispanics were slightly more likely than third generation Hispanics to purchase a smartphones over the next six months. Second and third generation Hispanics were more likely to purchase a smartphone than a tablet over the next six months. 6 4 6 4 42% 45% Facebook 34% 42% 1st 2nd 3rd or more 3 18% 12% 45% Groupon 26% 26% 34% Tablet and Smartphone Likely to Purchase by Generation Source: Zpryme, Figure: 49 Groupon Tablet Smartphone 1st 2nd 3rd or more 18

Education Level Analysis Six categories of education level were investigated: less than high school, high school diploma/ged, some college, baccalaureate degree, graduate degree, and professional degree. Overall, Hispanics with a Bachelor degree or higher were more likely to own both a tablet and smartphone. Professional degree holders were most likely to have purchased game and song mobile apps. Facebook usage was lowest among Hispanics with less than a high school education and among Professional degree holders. Hispanics with a Bachelor degree or higher were more likely to use Groupon. Over the next six months professional degree holders were more likely than any other education level to purchase a tablet and smartphone. 8 6 4 Tablet and Smartphone Ownership by Education Source: Zpryme, Figure: 50 24% 26% 29% 12% 15% 17% Tablet Less than high school Some college Graduate degree 62% 62% 53% 44% 48% 28% Smartphone High school diploma/ged Baccalaureate degree Professional degree 8 6 4 10 8 6 4 4 Mobile Game and Song App Purchases by Education Source: Zpryme, Figure: 51 54% 49% 43% 48% 32% Games Less than high school Some college Graduate degree 71% 52% 4 42% 44% 38% 4 Songs High school diploma/ged Baccalaureate degree Professional degree Facebook and Groupon Usage by Education Source: Zpryme, Figure: 52 8 82% 76% 8 56% 62% 62% 5 52% 35% 36% Facebook Less than high school Some college Graduate degree 8% 21% 17% 18% 12% Tablet 33% Groupon High school diploma/ged Baccalaureate degree Professional degree Tablet and Smartphone Likely to Purchase by Education Source: Zpryme, Figure: 53 Less than high school Some college Graduate degree 3 24% 23% 21% 23% Smartphone 38% High school diploma/ged Baccalaureate degree Professional degree 19