Christian Martínez of Facebook: Multicultural audiences are great digital content consumers over their smartphones

Multicultural audiences are organically mobile, according to Christian Martínez, Facebook’s Head of U.S. Multicultural. He points out that this segment has had these devices most of their lives. “79% have their mobile phones with them at least two hours a day. This is due to three reasons: preference because of their age, cost and effectiveness of these devices. Currently the cellphone is the media in which consumers invest most of their time, followed by digital media, TV and radio.”For Martínez, traditional media will continue to have impact. “I believe in the power of TV, traditional media will prevail for many years, only difference is that mobile will have more engagement. The art will be combining and complementing other media for an effective strategy, and that will depend largely on the brand.”In the Hispanic market the use of mobile phones combined with tablets reaches 74%. While 81% of Facebook’s purchase transactions come from millennials, mothers and multicultural audiences. He highlighted that according to studies ordered by Facebook, Hispanics and Asians prefer watching videos in English.