Andrew Speyer, VP y director de la agencia de mercadeo Wing
In the United States, Spanish is the second most widely spoken language it is the first or second language for between 45 million and 52 million Hispanics. The Nielsen consumer research firm says that 57 percent of all these people use smartphones, in comparison with only 30 percent of non-Hispanics – but despite the numbers, only 28 percent of apps for the iOS mobile operating system are translated into Spanish.The VP and director of the marketing and communications agency Wing, Andrew Speyer, has a take on why Spanish-speakers are so immersed in the mobile market – he took a survey last year called Latino Influence Project that quantifies how Latinos are influenced by mainstream culture.The points put forward by the Wing VP include how Hispanics can influence cultural activity, how they interact via mobile devices, the opportunities brands have to redirect their focus to target young Hispanics, and how Hispanic attitudes and behavior patterns influence digital trends.Speyer has been working for some 15 years in marketing with Crispin Porter Bogusky and later with Fletcher Martin Ewing, creating campaigns for the likes of Ford, Volkswagen, Washington Mutual, Citibank, JP Morgan Chase, Progressive, Olive Garden, Subway, Best Buy, Nordstrom, DIRECTV, American Airlines, Arbys, Diageo and more.
