When business leaders gathered at the inaugural Velocity conference in Los Angeles this fall, one presentation captured particular attention: T-Mobile's release of its Conectados: U.S. Latino Mobile Trends Report, offering data on how Latinos in America live, work, and connect in an increasingly digital world. 

The findings confirm what T-Mobile has long understood. Latinos, who represent more than 25% of the company's customer base, aren't just mobile users. They're digital pioneers. "We wanted to understand how Latinos adopt technology and use digital services in today's evolving world," says Ximena Cuevas, senior marketing director for segment growth at T-Mobile, who oversees segment strategies for U.S. Latinos.

While Cuevas expected communication and entertainment to dominate the findings, two areas surprised her: the scale of educational use and AI adoption, both exceeding rates among the general population. "The fact that AI is so prevalent tells you they're also on the edge of technology," she notes.

The numbers bear this out. Half of Spanish speakers report using AI tools for work or personal tasks, with 60% of these users between ages 28 and 44. It's a demographic paving the way in leveraging devices as resources for growth and learning.
At Velocity, the study was presented by Andrea Zapata, Vice President of Advertising Data, Measurement and Partnerships at T-Mobile. Among its key insights are that Latinos are hyper-connected and decidedly "mobile first," using devices to maintain family and cultural ties, pursue educational opportunities, and engage with digital media. The data highlights the importance of bilingualism, strong video engagement, and high rates of mobile-first entrepreneurship.

But it's how Latinos use mobile communications that reveals the most about culture and values. They rely heavily on WhatsApp and FaceTime for staying connected with family and friends, particularly across borders. Spanish speakers contact someone internationally at least once a month at rates of 73%, compared to 49% among English speakers.

"If there's one theme in the report, it's how important rich communication is," Cuevas says. "Latinos don't just text. They want to see people, hear them. Video calls, voice, related apps. That's where the relationships live."

The preference for personal connection shows up in their choices. Spanish speakers who connect with friends and family more than once a week choose phone or video calls 55% of the time, compared to 34% for English speakers.

The study reinforced just how central mobile devices have become. "It's their portal to the world," Cuevas explains. "They use it for communications, entertainment, and to improve and learn."
That last point especially stood out. Some 59% of Latino respondents use their mobile device for educational purposes, whether work development courses, educational videos, or language learning. They access learning portals, professional classes, and educational content through their devices and apps. The message for content creators is clear: if it's well-designed for mobile, it will find an audience.

Latino audiences also over-index on streaming. The T-Mobile data shows Univision and Telemundo scoring highly among Spanish-language mobile users, while Disney+ and Netflix also rank high, suggesting a dual-track viewing pattern that includes both culturally specific content and mainstream, family-oriented entertainment. About 46% of respondents consume music or entertainment tied to their culture or heritage often or very often, while 37% frequently consume bilingual content.

The entrepreneurial spirit shows up in the numbers as well. About 47% of Latino respondents use their mobile phone for work, and about half of Spanish-preferring Latinos use their phones to run or support a business. Language preferences, however, don't follow a simple formula. "Language is a unifying thread, but it's not linear," Cuevas explains. "Someone may want Spanish for cultural content at night and English at work during the day. Many live in a mixture of both."

This complexity reflects a larger truth about the Latino market. As Cuevas points out, Latinos in the U.S. represent an economy "bigger than many Latin American countries." Winning these consumers requires more than translation. It requires designing products, experiences, and content around how people actually live on their phones. “To target a Hispanic market effectively, you need to understand that acculturation plays a role and all Hispanics are not the same," she says. "Latinos are not a monolith."

T-Mobile's approach extends beyond understanding to action. The company invests in communities through programs like Friday Night 5G Lights, which supports high school football programs in small towns, and Hometown Grants, which has distributed more than $19 million to communities for projects like refurbishing playgrounds and community centers. These are places where communities, including Latino families, gather.

"Being part of the community and serving the community is critical," Cuevas says. "You have to be authentic in how you portray culture and understand the Latino market as a major market segment that's growing rapidly."

That authenticity, combined with a deep understanding of culture, language, and how people use their phones, has driven T-Mobile's growth in this segment. "If you understand culture, language, and how people really use their phones, and are authentic," Cuevas says, "you can connect."

Conectados: U.S. Latino Mobile Trends Report was developed in collaboration with T-Mobile Advertising Solutions, drawing from RideIQ survey data and first party app insights in key Latino Markets. For the complete study, visit: t-mobile.com/news/business/t-mobile-unveils-latino-mobile-trends-report.

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Conectados

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Mobile keeps Latinos connected to family, culture, and heritage. 73% of Spanish-preferred respondents and 49% of English-preferred respondents communicate internationally each month.

 

Bilingual and culturally relevant experiences are essential. Over half of younger Spanish-preferred respondents ages 18–44 value content that reflects their culture.

 

Mobile devices support career and entrepreneurial growth. 47% of Latino respondents use their phones to run or support a business, highlighting strong entrepreneurial engagement.

 

Tech adoption and bilingual support are high. 50% of Spanish-preferred respondents use AI for work or personal tasks, with 60% for ages 28–44.

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Mobile serves as a cultural connector. Latino respondents frequently consume and share bilingual content, with 67% reporting they do so at least once a month.

 

Entertainment strengthens connection to heritage. 46% of Latino respondents often or very often engage with music or entertainment tied to their culture.