Following
the launch of its revamped mobile site earlier this year, Yahoo Thursday introduced its new mobile home page for the U.S. Hispanic audience -- Yahoo Mobile en Espanol. As with Yahoo Mobile, the
Spanish-language version brings together search, email and instant messaging with the Web portal's content across news, sports, finance and local information. A separate news section is devoted to
coverage of Latin America.
The move underscores efforts by Web publishers, wireless operators and marketers to cater to the large and highly engaged Hispanic mobile population. Yahoo itself
cited comScore research showing Hispanics outpace all other groups in mobile Web use with 88% consuming some type of content on cell phones.
Mobile data posted on the Nielsen Company blog
yesterday showed both blacks and Hispanics over-indexed in mobile activities. So about a third of blacks and Hispanics use the mobile Web and about 12% of both groups watch mobile video. That compares
to 18% and 5% of whites, respectively.
To capitalize on the growing Hispanic mobile audience, Yahoo Mobile en Espanol promises to provide marketers "with highly targeted advertisements
through a variety of mobile advertising opportunities and advertising formats."