As the Hispanic population continues to boom (50.5 million or 16.3% of the total U.S. population), this young, upwardly mobile, ethnically diverse audience is flocking to the Web for communication and entertainment.
- Cultural insight #1: Two-thirds of online Hispanics use social networking sites, a level that’s slightly above the average general market rate.
- Cultural insight #2: Hispanic social media users tend to post more comments, reviews and recommendations online, while non-Hispanic users simply check ‘like’ or ‘dislike’ and move on.
- Cultural insight #3: Social media has a strong appeal for Hispanics in for self-expression.
- Cultural insight #4: Hispanics are early adopters to new technologies and social platforms and more receptive to interaction with branded messaging.
At the heart of the multibillion-dollar Hispanic marketing industry is the premise Hispanics are culturally and linguistically different from the “general market” and consume different media (i.e., 90% of Hispanic media is in Spanish-language). However, in today’s socially networked world this premise is bogus and breaks down. Hispanics are not consuming different media; they are on the same Facebook, Twitter, LinkedIn and other large scale “connected” platforms like everyone else.
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