The Hispanic marketing lead explains how Latino entrepreneurs, creators, and families are using technology to power the future of connectivity
T-Mobile’s Conectados U.S. Latino Mobile Trends Report perfectly highlighted just how much Latinos are participating in the digital world as leaders of the future.
According to Diego Osuna, Hispanic Marketing Lead at T-Mobile, this study captured a “snapshot in time of how this community is using technology to stay connected, learn, to build companies, and to create in a very digitally native world.”
T-Mobile launched the study to challenge long-held assumptions about Latino technology habits. “We wanted to do some myth-busting,” Osuna said. “There’s this outdated idea that Latinos are lagging in the adoption of technology. On the contrary, we’re at the forefront.”
Osuna thinks that a better understanding of how Latinos use technology can help T-Mobile and other companies design products and services that cater to their needs. “It allows us to innovate and design experiences that truly support and understand the way that we Latinos live now,” he added.
Latinos leading in AI and innovation
One of the most eye-opening findings from the report shows that half of Spanish-preferred respondents use AI for personal or professional tasks. Osuna believes that says a lot about how Latinos are adopting innovation. “Latinos aren’t just embracing technology, but they’re integrating it strategically into ways that boost their productivity and quality of life,” he said.
“They’re using virtual assistants and automation tools to make decisions faster and generate new opportunities for their businesses.”
Osuna also added that companies must make sure the Spanish-language experience matches the English one. “We know that a lot of our customers are going to use these technologies right away,” he said. “So we have to be ready and make sure the Spanish experience is just as good.”
Smartphones and entrepreneurship
The Conectados report also revealed how mobile devices are fueling entrepreneurship. “We already know that Latinos are a driving force in new business,” Osuna said. “In 2023, Latinos were responsible for about 30% of all new business starts, the fastest growth rate of any group in the last decade.”
He said the smartphone is at the center of that growth. “People are using it as an office, a point-of-sale device, a marketing tool; it’s the central hub,” he explained. “Many Latino entrepreneurs are literally running their businesses from their phones.”
Technology and culture
Besides being used as a business tool, smartphones also act as cultural connectors, according to Osuna. “The smartphone helps us communicate with our friends and family, both here and there, wherever there is,” he said. “It might be overseas or across the country, but it helps us preserve our traditions that transcend frontiers.”
He shared how mobile technology helps families stay close. “We can now be present at the baby reveal or watch movies together virtually. It helps make distances even shorter,” he said.
Osuna pointed to the explosion of bilingual content available through streaming and digital platforms as a sign of cultural empowerment. “When my kids were little, it was hard to find books or movies in Spanish,” he recalled. “Now, I can open Netflix, Hulu, or AppleTV and tune into Spanish content right away.”
To him, the smartphone represents something deeper. “It’s a bridge between our culture and innovation,” he said. “It connects who we are with who we’re becoming.”
Breaking old stereotypes
When asked what surprised him most about the data, Osuna said it was how deeply connected Latinos are across all aspects of digital life. “The technology of connectivity is so prevalent in everything we do. It’s not just work, it’s education, entertainment, and communication,” he said.
He believes this challenges old stereotypes. “We’re such a young community, and we’ll continue to lead in mobile innovation, adopting new tools like e-commerce faster than anyone else,” he said. “It really breaks stereotypes that we’re lagging behind.”
Miami: A microcosm of Latino connectivity
Miami is home to one of the largest Latino populations in the U.S., and perfectly showcases these national findings. “Miami is one of our favorite cities,” Osuna said. “We actually deployed this survey there specifically to see how Latinos in Miami are using their phones.”
The results showed a city buzzing with digital energy. “Educational apps are huge—Duolingo, ClassDojo, Zoom. People are using their phones to learn and get ahead,” Osuna said. “Parents and kids are learning together.”
Communication apps also play a major role. Messaging tools like WhatsApp and Facebook Messenger are helping families and companies stay connected. Entertainment and finance apps are also part of daily life, along with shopping and social media.
“T-Mobile is proud to be the cell phone provider of choice for Miami’s Latino community,” Osuna said, adding that the city represents “a microcosm of national trends in one of the most vibrant multicultural hubs in the country.”
T-Mobile’s commitment to the Latino community
T-Mobile’s relationship with the Latino community runs deep, with more than 20 years of history. “For us, this is part of a long-term trajectory of being the best at connecting consumers to their world,” Osuna said.
He explained that the Conectados report will help influence the company’s future efforts. “We’ll use these insights to design new marketing programs, flexible plans, and services that solve pain points and save customers money,” he said.
Osuna mentioned several current initiatives from member benefits to community engagement programs. “Things like ‘Netflix on Us’ or unlimited texting and high speed data across 21 Latin American countries can make a difference,” he said. “We’re also investing in programs like Friday Night 5G Lights, where we help rebuild high school stadiums, and Project 10Million, which provides Wi-Fi for low-income families.”
He’s especially proud of T-Mobile’s Volun-T Grants program. “Every employee has the opportunity to submit grants for local nonprofits,” Osuna explained. “In Miami alone, we’ve given more than $100,000 to community organizations.”
A message of empowerment
Osuna’s message for Latino entrepreneurs and professionals is “Adelante,” which means forward.
“You’re part of a huge and powerful trend in our country,” he said. “The country is better because of your desire to start and build businesses, to create jobs, and to grow.”
“T-Mobile is here for you,” Osuna added. “We’re offering the best in connectivity with flexible plans and programs so all your projects can grow without limits. Keep at it. Adelante!”
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