World Media Economics and Management Conference 2016

The digital media environment has provoked new communication processes and possibilities in contemporary society. Younger generations in particular engage in new ways of interacting thanks to digital technologies and mobile platforms. New habits are developing not only for interpersonal communication, but also for the consumption of information and entertainment media, where video and instant messaging are particularly popular (Van den Bergh & Behrer, 2013). This study employs a mixed method approach to discover consumer archetypes by exploring the uses and preferences of Latino smartphone users in Chile, Mexico and the U.S. The study participants, 18 to 25 years old, participated in focus groups and a survey conducted in each country. The results reveal why this consumer segment has become an attractive niche for telecommunication companies doing business in the region.