MarketResearchReports.Biz announces addition of new report “Hispanic Consumers And Social Media - US - June 2014” to its database
Albany, NY -- (SBWIRE) -- 06/24/2014 -- MarketResearchReports.Biz presents this most up-to-date research on "Research Report On Hispanic Consumers And Social Media Market" US - 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
nition
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
Marketing Strategies
Theme: Translations adapted to right cultural context
NBA (National Basketball Association) – enebea
Figure 12: Link to enebea Facebook page, June 2014
Figure 13: NBA’s Noche Latina jerseys, March 2014
Theme: Engage by facilitating the conversation
Procter & Gamble – Nueva Latina Campaign
Figure 14: Link to Procter & gamble’s Orgullosa Facebook Page, June 2014
Theme: Inspiring content that Hispanics can relate to
Wells Fargo – Wells Fargo Works Project
Figure 15: Wells Fargo works project, May 2014
But, what if comments are negative?
Hispanics and Social Media
Key points
Hispanics are actively using social media or networking sites
Figure 16: Incidence of social media usage, by Hispanic origin and age, November 2012-December 2013
A little of English is the great equalizer
Figure 17: Hispanics’ incidence of social media usage, by language spoken at home, November 2012-December 2013
Hispanics use multiple devices to access the internet
Figure 18: Devices Hispanics used to access the internet in the past three months, February 2014
Smartphones are common among younger Hispanics
Figure 19: Devices Hispanics used to access the internet in the past three months, by age, February 2014
Everybody ‘likes’ Facebook
Figure 20: Frequency of visits to social media sites – Once a week or more often, March 2014
Regardless of age, Hispanics users are engaged with Facebook
YouTube #1 among Hispanics aged 18-34
Figure 21: Frequency of visits to social media sites – Once a week or more often, by age, March 2014
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Social Media and Networking Usage
Key points
Hispanics are seasoned social media users
Figure 22: Hispanics’ social media or networking websites, by age, November 2012-December 2013
Unacculturated and bicultural Hispanics driving usage growth
Figure 23: Hispanics’ social network usage change, by level of acculturation, March 2014
Usage increases significantly regardless of income
Figure 24: Hispanics’ social network usage change, by household income, March 2014
Social media usage still has room to grow
Figure 25: Hispanics’ social network expected usage change, by level of acculturation model, March 2014
Higher usage increase among Hispanics aged 25+
Figure 26: Hispanics’ social network expected usage change, by age, March 2014
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