MTV announced plans to launch a new mobile social network that will be called Con3xion (Connection) to support its fledging Latino youth targeted channel Tr3s (Tres or Spanish for 3). It's nice to see that they are sticking with the concocted naming hybrids. Anyway, the new mobile social network is expected to launch in a couple of weeks. Per the release, network executives noted the "huge consumption of mobile content" by Latino youth. They went on to say that Latinos are significantly more likely to own multimedia phones compared to non-Latinos (63% vs. 46%). Those numbers seem a little bullish to us, but they could certainly be referencing a wider demographic range. Based on our latest general Lifestyle and Latino youth Lifestyle Report, 36% of teens and college students owned a multimedia phone compared to 29% of Latino youth, granted this data is from our Spring wave, but it is doubtful that ownership levels doubled in less than six months, so I would have to think they are talking about twentysomethings as well. The Con3xion network will enable users to view photos, send and receive messages, search profiles and post comments, all of which will be accomplished through the user's mobile device. The company partnered with San Diego-based Intercasting for the launch. It will be interesting to see if this new program is able to gain traction quickly, we are a bit skeptical based on the relatively narrow audience target.
Comments