Dive Brief:

• There are 17 million Hispanic Americans 18 to 30 years old and 76% use mobile devices regularly, more than the general population, according to a report from Spanish-language network Univision and the nonprofit Interactive Advertising Bureau, a group of media and technology companies. 

• The report found that respondents to the survey owned an average five mobile devices, and their behavior is interesting because it portends future trends, according to “US Hispanic Millennials: Portraits of a Mobile-First Generation.”

• This group doesn’t really view online or offline behavior as separate, except when they specifically want to make themselves unavailable, the report said.

Dive Insight:

This report has many interesting nuggets that could reveal much to retail marketers who’d like a peek into the future. Hispanic millennials take their mobile presence so much for granted that it is nearly seamless with real life — except when they want to disappear. This shows how consumers can use mobile devices to their own powerful advantage. The study did find that millennials are open to mobile advertising, but require that it be relevant to them. If it's not, they know they can disappear.