Last fall, I wrote a column about the growing importance of U.S. Hispanics for marketers. In it, I presented a few data points that highlighted the propensity of Hispanic Americans toward social media behaviors. Since then, there has been a deluge of additional evidence that U.S. Hispanics continue to lead the charge in social media adoption.
Social Network Usage
According to eMarketer data released in April of this year, U.S. Hispanics continue to index higher than non-Hispanics when it comes to online social network usage. In addition, according to the latest data from comSore, Hispanic Americans index higher for usage of many of the social networks individually, especially Twitter, Instagram, MySpace, LinkedIn and Tumblr. This year, social network usage among U.S. Hispanic Internet users will reach 70.9 percent, according to eMarketer; a higher level of adoption than that of non-Hispanic Internet users. The research company also predicts that this trend will continue through 2017, when adoption of online social network usage among U.S. Hispanic Internet users is projected to reach 76.6 percent. In fact, eMarketer projects the growth rate of Hispanic Americans on social networks through 2017 will more than double that of the total U.S. population.
Social Media Behaviors
According to the latest data from Forrester Research, U.S. Hispanics are more likely than non-Hispanics to be actively engaged in social media as creators, conversationalists, collectors, joiners and spectators. Of particular interest to marketers are data released by Nielsen in December which found that Hispanic Americans are more likely than non-Hispanics to share or like social ads. The Nielsen data also showed that U.S. Hispanics are more likely than non-Hispanics to make purchases after seeing social ads. Most recently, last month, a study by the Center for Research Excellence found that Hispanics Americans are 50 percent more likely than non-Hispanics to interact with social media related to television.
No marketer can afford to ignore this tremendous opportunity. According to Census data released last month, the U.S. Hispanic population is now 52 million strong. While the median age of the total U.S. population is 37, the median age of the U.S. Hispanic population is 28, and 85 percent of Hispanic Americans are in the 18-49 demographic. Nielsen estimated U.S. Hispanics' collective buying power at $1 trillion in 2010, and projects that it will reach $1.5 trillion in 2015. Those seeking to capitalize on this opportunity should devise a strategy that accounts for the ways in which U.S. Hispanics are at the vanguard of the new multi-screen, connected, social media ecosystem.