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Hispanic Consumers and Social Media in US 2014: Market Study Report

MarketResearchReports.Biz announces addition of new report “Hispanic Consumers And Social Media - US - June 2014” to its database

 

Albany, NY -- (ReleaseWire) -- 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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