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Brief Published: 30 Apr 2018

Hispanic Attitudes to Social Media

In the US, 41% of young Hispanics trust what people say about brands online and seek advice from their friends when making purchase decisions

Hispanics in the US are using social media more frequently than other ethnicities in the region, according to a new report by US insight agency ThinkNow in partnership with Mitú, a US media company targeting Latino audiences. Key findings include:

  • Social Media Buffs: Hispanics are the largest ethnic group in the US, totalling 57 million. With 69% using Facebook daily, there's huge potential for brands that reach them on this platform. However, their appetite for social is not satisfied by Facebook alone, with this group also using Instagram and Snapchat more frequently than Asians, African-Americans and non-Hispanic whites.
  • Affluent Latinos Always On: Latinos earning more than $75,000 use social media throughout the day much more than non-Hispanic whites who earn the same amount. Social media usage for both groups peaks at 8pm, during the primetime, showing that social media is competing with television. This is especially true for affluent Latinos, 70% of whom are online at that time of day.
  • The Younger, the More Engaged: Young Hispanics (aged 18 to 34) enjoy sharing content on social media to engage with friends and brands – more so than older generations. They also trust views expressed on social media, especially when it comes to brands: 41% trust what people say about brands online and seek advice from their friends when making purchase decisions, proving the importance of social media as a path-to-purchase medium when it comes to this group.

For more on how to engage with young social media users, see SXSW 2018: Speaking Gen Z's Language.