Hispanic Social Networkers Are Engaged

In a recent post, we detailed the social networks that Hispanic consumers tend to use. Today, we’re going to look at how active Hispanic social networkers are compared to total social media users and the year over year growth of social networks among Hispanics.

• Hispanics are 25% more likely to follow a brand

• 18% more likely to follow a celebrity

• 21% more likely to post links to articles, links, videos and web sites

• 17% more likely to build or update a personal blog

• 7% more likely to have multiple social network profiles

• Facebook has seen a 8% growth in the past year among Hispanics (16.7 million unique Hispanic users)

• Blogger has seen 10% growth (5.6 million unique Hispanic visitors)

• Twitter has grown 32% among Hispanics (2.4 million unique Hispanic visitors)

• LinkedIn has experienced a 52% year over year growth (1.8 million unique Hispanic visitors)

What Does This Mean To You

Hispanics are a very lucrative client base. By 2015, they are expected to
have $1.5 trillion in buying power nationally and see a 60% growth in population.  In Metro Orlando, Hispanic adults are more likely than the
market to be buyers of:

• Vehicles – Hispanic adults 15% more likely to be planned vehicle buyers

• Homes – They are over 50% more likely to buy a home in the next year

• Mobile devices– Hispanic adults are over 25% more likely to be in the market for a new smart phone or tablet

• Furniture – They are 30% more likely to be furniture buyers

• TVs – The are also 20% more likely to be in the market for an HDTV

Social networks are a great way to communicate with and influence Hispanic shoppers. Your company needs to have a solid social media strategy, including reputation management, as part of your overall marketing plan. For more information on how your company can effectively leverage Hispanic consumers, please contact:
Al Fiala

Source: Nielsen; Selig Center; The 2012 Scarborough Report, Release 1


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