US Hispanic Consumers and Social Media Research Report 2014

The latest advances in technology and the fact that Hispanics are quickly closing the gap in online access are creating an environment that is quite fertile for promoting biculturalism. Social media or networking sites give Hispanics the ability to remain in touch with their country of origin and connected to their culture, which is something that previous generations of immigrants didn’t have.

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Table of Content

Scope and Themes

What you need to know

Definition

Acculturation

Figure 1: Hispanics by level of acculturation, March 2014

Figure 2: Hispanics’ gender, age, household income, and language spoken by home, by level of acculturation, March 2014

Data sources

Consumer survey data

Executive Summary

Hispanics are actively using social media or networking sites

Figure 3: Incidence of social media usage, by Hispanic origin and age, November 2012-December 2013

Everybody ‘likes’ Facebook

Figure 4: Frequency of visits to social media sites – Once a week or more often, March 2014

Hispanics are seasoned social media users

Figure 5: Hispanics’ social media or networking websites, by age, November 2012-December 2013

Unacculturated and bicultural Hispanics driving usage growth

Figure 6: Hispanics’ social network usage change, by level of acculturation, March 2014

Younger Hispanics have more connections

Figure 7: Hispanics’ number of connections, by age, March 2014

Connections… are just connections

Figure 8: Hispanics’ connections considered close friends, by age, March 2014

Spanish-language is alive and well on social network sites

Figure 9: Use of Spanish among Hispanics’ connections in social network sites, by level of acculturation model, March 2014

Social networks keep Hispanics connected to their Hispanic roots

Figure 10: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014

Hispanics ‘like’ brands on social media sites

Figure 11: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014

What we think

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Issues and Insights

To translate or not to translate? Spanish is alive and well on social networking sites

The issues

The implications

Does social networking equal Facebook?

The issues

The implications

‘Liking’ or recommending brands

The issues

The implications

Trend Application

Trend: Guiding Choice

Trend: Many Mes

Trend: Open Diary

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