Diffusion Of Location Based Services And Targeting Us Hispanics: A Case Study
Description:
This study reviews factors that identify U.S. Hispanics as being an ideal target market for adopting Location Based Services (LBS). By using the diffusion of innovation theory, an observed pattern of Hispanics’ adoption of technology, advertisements, smartphones and various smartphone value-added services reveals U.S. Hispanics to be more likely to adopt LBS than non-Hispanics. The study also identifies the top U.S. cell phone wireless providers and analyzes their marketing position towards U.S…
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Date:
December 2011
Creator:
Yepez, Jennifer
Partner:
UNT Libraries