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Hispanic Consumers and Social Media - US - June 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.”
– Juan Ruiz, Senior Multicultural Analyst

This report deals with the following issues:

  • To translate or not to translate? Spanish is alive and well on social networking sites
  • Does social networking equal Facebook?
  • ‘Liking’ or recommending brands

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • 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
              • 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) – éne•bé•a
                                                  • Figure 12: Link to éne•bé•a 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
                                                            • 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
                                                              • Connections

                                                                • Key points
                                                                  • Younger Hispanics have more connections
                                                                    • Figure 27: Hispanics’ number of connections, by age, March 2014
                                                                  • Bicultural and acculturated Hispanics have the most contacts
                                                                    • Figure 28: Hispanics’ number of connections, by level of acculturation, March 2014
                                                                  • Connections…are just connections
                                                                    • Figure 29: Hispanics’ connections considered close friends, by age, March 2014
                                                                  • Less acculturated Hispanics closer to their connections
                                                                    • Figure 30: Hispanics’ connections considered close friends, by level of acculturation, March 2014
                                                                  • Hispanics connect with other Hispanics
                                                                    • Figure 31: Hispanics’ connections of Hispanic/Latino origin, by level of acculturation, March 2014
                                                                  • Higher incomes may offer more opportunities to meet a more diverse group of people
                                                                    • Figure 32: Hispanics’ connections of Hispanic/Latino origin, by household income, March 2014
                                                                  • Spanish-language is alive and well on social network sites
                                                                    • Figure 33: Use of Spanish among Hispanics’ connections in social network sites, by level of acculturation model, March 2014
                                                                  • Younger Hispanics’ connections are more diverse
                                                                    • Figure 34: Use of Spanish among Hispanics’ connections in social network sites, by age, March 2014
                                                                • Attitudes Toward Social Media

                                                                  • Key points
                                                                    • Social networks keep Hispanics connected to their Hispanic roots
                                                                      • Figure 35: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
                                                                    • Hispanics aged 25+ take interest in heritage
                                                                      • Figure 36: Attitudes toward social networks – Latin culture – Any agree, by age, March 2014
                                                                    • Social media posts reflect who Hispanics are
                                                                        • Figure 37: Attitudes toward social networks – Lifestyle and feelings – Any agree, by level of acculturation, March 2014
                                                                      • Older Hispanics more cautious about what they share
                                                                        • Figure 38: Attitudes toward social networks – Lifestyle and feelings – Any agree, by age, March 2014
                                                                      • A perfect world: social network posts tend to be positive
                                                                        • Figure 39: Attitudes toward social networks – Image management – Any agree, by age, March 2014
                                                                      • As income increases, so does the desire to control that others think
                                                                        • Figure 40: Attitudes toward social networks – Image management – Any agree, by household income, March 2014
                                                                    • Interaction with Brands on Social Networks

                                                                      • Key points
                                                                        • Hispanics “like” brands on social media sites
                                                                          • Figure 41: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014
                                                                        • 25-44s Hispanics more open to interact with brands
                                                                          • Figure 42: Attitudes toward social networks – Brands – Any agree, by age, March 2014
                                                                        • Bargains or sales versus keeping their space
                                                                          • Figure 43: Interaction with brands on social networks, by acculturation model, March 2014
                                                                        • Older Hispanics more protective of their space
                                                                          • Figure 44: Interaction with brands on social networks, by age, March 2014
                                                                      • Consumer Segmentation

                                                                            • Figure 45: Hispanic social media clusters, March 2014
                                                                          • Social Positives (36%)
                                                                            • Characteristics
                                                                              • Opportunities
                                                                                • Unfiltered Users (22%)
                                                                                  • Characteristics
                                                                                    • Opportunities
                                                                                      • Unacculturated Americans (22%)
                                                                                        • Characteristics
                                                                                          • Opportunities
                                                                                            • Shy Culturalists (20%)
                                                                                              • Characteristics
                                                                                                • Opportunities
                                                                                                  • Cluster characteristics tables
                                                                                                    • Figure 46: Target clusters, March 2014
                                                                                                    • Figure 47: Frequency of visits to social media sites – Once a week or more often, by social media clusters, March 2014
                                                                                                    • Figure 48: Number of connections, by social media clusters, March 2014
                                                                                                    • Figure 49: Connections considered close friends, by social media clusters, March 2014
                                                                                                    • Figure 50: Connections not known well, by social media clusters, March 2014
                                                                                                    • Figure 51: Connections of Hispanic/Latino origin, by social media clusters, March 2014
                                                                                                    • Figure 52: Use of Spanish among connections in social network sites, by social media clusters, March 2014
                                                                                                    • Figure 53: Social network usage change, by social media clusters, March 2014
                                                                                                    • Figure 54: Social network expected usage change, by social media clusters, March 2014
                                                                                                    • Figure 55: Attitudes toward social networks – Any agree, by social media clusters, March 2014
                                                                                                    • Figure 56: Interaction with brands on social networks, by social media clusters, March 2014
                                                                                                  • Cluster demographic tables
                                                                                                    • Figure 57: Social media clusters, by demographic, March 2014
                                                                                                  • Cluster methodology
                                                                                                  • Demographic Profile of US Hispanics

                                                                                                      • Key points
                                                                                                        • Population trends
                                                                                                          • Figure 58: Population by race and Hispanic origin, 2009-19
                                                                                                          • Figure 59: Population, by race and Hispanic origin, 1970-2020
                                                                                                          • Figure 60: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                        • Hispanic share of births
                                                                                                          • Figure 61: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                                        • The Hispanic and total US population by age
                                                                                                          • Figure 62: Hispanic share of the population, by age, 2009-19
                                                                                                        • The Hispanic and total US population by gender
                                                                                                          • Figure 63: Population, by gender and Hispanic origin, 2009-19
                                                                                                          • Figure 64: Age distribution of women, by Hispanic origin, 2014
                                                                                                          • Figure 65: Age distribution of men, by Hispanic origin, 2014
                                                                                                        • Characteristics
                                                                                                          • Marital status
                                                                                                            • Figure 66: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                            • Figure 67: Marital status of Hispanics, by age, 2013
                                                                                                            • Figure 68: Gender ratio, by age and Hispanic origin, 2014
                                                                                                          • Household size
                                                                                                            • Figure 69: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                          • Children in the household
                                                                                                            • Figure 70: Households, by presence and ages of own children, 2013
                                                                                                          • Generations
                                                                                                            • Figure 71: Generations, by Hispanic origin, 2014
                                                                                                            • Figure 72: Distribution of generations by race and Hispanic origin, 2014
                                                                                                          • Hispanics by country of origin/heritage
                                                                                                            • Figure 73: Hispanic population, by country of origin/heritage
                                                                                                          • Mexicans (63% of US Hispanics)
                                                                                                            • Figure 74: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                                          • Puerto Ricans (9% of US Hispanics)
                                                                                                            • Cubans (4% of US Hispanics)
                                                                                                              • Dominicans (3% of US Hispanics)
                                                                                                                • Central Americans (8% of US Hispanics)
                                                                                                                  • South Americans (5% of US Hispanics)
                                                                                                                    • Figure 75: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                                                    • Figure 76: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                  • Hispanics by geographic concentration
                                                                                                                    • Figure 77: Hispanic population, by region of residence, 2000-10
                                                                                                                    • Figure 78: Hispanic or Latino population as a percent of total population by county, 2010
                                                                                                                  • States with the most Hispanic population growth
                                                                                                                    • Figure 79: States ranked by change in Hispanic population, 2000-10
                                                                                                                    • Figure 80: Percent change in Hispanic or Latino population by county, 2000-10
                                                                                                                  • Key Hispanic metropolitan areas
                                                                                                                    • Figure 81: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                  • Hispanics online
                                                                                                                    • Figure 82: Internet use among Hispanics aged 18+, 2013
                                                                                                                • Acculturation

                                                                                                                    • What is acculturation?
                                                                                                                      • Figure 83: Acculturation diagram
                                                                                                                      • Figure 84: Variables that affect acculturation
                                                                                                                    • Why is level of acculturation important?
                                                                                                                      • Levels of acculturation
                                                                                                                        • Figure 85: Characteristics of primary acculturation levels
                                                                                                                      • What is retroacculturation?
                                                                                                                      • Buying Power of US Hispanics

                                                                                                                        • Key points
                                                                                                                          • Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
                                                                                                                            • Figure 86: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                            • Figure 87: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                            • Figure 88: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
                                                                                                                            • Figure 89: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
                                                                                                                          • US household income distribution
                                                                                                                            • Figure 90: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                          • Devices used to access the internet
                                                                                                                            • Figure 91: Hispanics’ ownership or access to internet-equipped devices, by household income, February 2014
                                                                                                                            • Figure 92: Devices Hispanics used to access the internet in the past three months, by gender, February 2014
                                                                                                                            • Figure 93: Devices Hispanics used to access the internet in the past three months, by language spoken in home, February 2014
                                                                                                                          • Frequency of visits to social media sites
                                                                                                                            • Figure 94: Frequency of visits to social media sites by Hispanics – Once a week or more often, by gender, March 2014
                                                                                                                            • Figure 95: Frequency of visits to social media sites by Hispanics – Once a week or more often, by household income, March 2014
                                                                                                                            • Figure 96: Frequency of visits to social media sites by Hispanics – Once a week or more often, by language spoken in the home, March 2014
                                                                                                                            • Figure 97: Frequency of visits to social media sites by Hispanics – Once a week or more often, by level of acculturation model, March 2014
                                                                                                                            • Figure 98: Hispanics’ social network usage change, by gender, March 2014
                                                                                                                            • Figure 99: Hispanics’ social network usage change, by age, March 2014
                                                                                                                            • Figure 100: Hispanics’ social network usage change, by language spoken in the home, March 2014
                                                                                                                            • Figure 101: Hispanics’ social network usage change, by level of acculturation, March 2014
                                                                                                                          • Social network expected usage change
                                                                                                                            • Figure 102: Hispanics’ social network expected usage change, by gender, March 2014
                                                                                                                            • Figure 103: Hispanics’ social network expected usage change, by household income, March 2014
                                                                                                                            • Figure 104: Hispanics’ social network expected usage change, by language spoken in the home, March 2014
                                                                                                                            • Figure 105: Hispanics’ social network expected usage change, by acculturation model, March 2014
                                                                                                                          • Number of connections
                                                                                                                            • Figure 106: Number of connections, by gender, March 2014
                                                                                                                            • Figure 107: Number of connections, by age, March 2014
                                                                                                                            • Figure 108: Number of connections, by household income, March 2014
                                                                                                                            • Figure 109: Number of connections, by language spoken in the home, March 2014
                                                                                                                          • Connections considered close friends
                                                                                                                            • Figure 110: Hispanics’ connections considered close friends, by gender, March 2014
                                                                                                                            • Figure 111: Hispanics’ connections considered close friends, by age, March 2014
                                                                                                                            • Figure 112: Hispanics’ connections considered close friends, by household income, March 2014
                                                                                                                            • Figure 113: Hispanics’ connections considered close friends, by language spoken in the home, March 2014
                                                                                                                          • Connections not known well
                                                                                                                            • Figure 114: Hispanics’ connections not known well, by gender, March 2014
                                                                                                                            • Figure 115: Hispanics’ connections not known well, by age, March 2014
                                                                                                                            • Figure 116: Hispanics’ connections not known well, by household income, March 2014
                                                                                                                            • Figure 117: Hispanics’ connections not known well, by language spoken in the home, March 2014
                                                                                                                          • Connections of Hispanic/Latino origin
                                                                                                                            • Figure 118: Hispanic’s connections of Hispanic/Latino origin, by gender, March 2014
                                                                                                                            • Figure 119: Hispanic’s connections of Hispanic/Latino origin, by age, March 2014
                                                                                                                            • Figure 120: Hispanic’s connections of Hispanic/Latino origin, by language spoken in the home, March 2014
                                                                                                                            • Figure 121: Hispanic’s connections of Hispanic/Latino origin, by level of acculturation, March 2014
                                                                                                                          • Use of Spanish among connections in social network sites
                                                                                                                            • Figure 122: Use of Spanish among Hispanics’ connections in social network sites, by gender, March 2014
                                                                                                                            • Figure 123: Use of Spanish among Hispanics’ connections in social network sites, by household income, March 2014
                                                                                                                            • Figure 124: Use of Spanish among Hispanics’ connections in social network sites, by language spoken in the home, March 2014
                                                                                                                            • Figure 125: Use of Spanish among Hispanics’ connections in social network sites, by acculturation model, March 2014
                                                                                                                          • Attitudes toward social networks
                                                                                                                            • Figure 126: Attitudes toward social networks – Latin culture – Any agree, by gender, March 2014
                                                                                                                            • Figure 127: Attitudes toward social networks – Latin culture – Any agree, by household income, March 2014
                                                                                                                            • Figure 128: Attitudes toward social networks – Latin culture – Any agree, by language spoken in the home, March 2014
                                                                                                                            • Figure 129: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
                                                                                                                            • Figure 130: Attitudes toward social networks – Lifestyle and feelings – Any agree, by gender, March 2014
                                                                                                                            • Figure 131: Attitudes toward social networks – Lifestyle and feelings – Any agree, by household income, March 2014
                                                                                                                            • Figure 132: Attitudes toward social networks – Lifestyle and feelings – Any agree, by language spoken in the home, March 2014
                                                                                                                            • Figure 133: Attitudes toward social networks – Image management – Any agree, by gender, March 2014
                                                                                                                            • Figure 134: Attitudes toward social networks – Image management – Any agree, by age, March 2014
                                                                                                                            • Figure 135: Attitudes toward social networks – Image management – Any agree, by language spoken in the home, March 2014
                                                                                                                            • Figure 136: Attitudes toward social networks – Image management – Any agree, by level of acculturation, March 2014
                                                                                                                          • Interactions with brands on social networks
                                                                                                                            • Figure 137: Attitudes toward social networks – Brands – Any agree, by gender, March 2014
                                                                                                                            • Figure 138: Attitudes toward social networks – Brands – Any agree, by household income, March 2014
                                                                                                                            • Figure 139: Attitudes toward social networks – Brands – Any agree, by language spoken in the home, March 2014
                                                                                                                            • Figure 140: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014
                                                                                                                            • Figure 141: Interaction with brands on social networks, by gender, March 2014
                                                                                                                            • Figure 142: Interaction with brands on social networks, by household income, March 2014
                                                                                                                            • Figure 143: Interaction with brands on social networks, by language spoken in the home, March 2014
                                                                                                                        • Appendix – Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          Hispanic Consumers and Social Media - US - June 2014

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