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Hispanics and Social Media - US - May 2018

"Hispanics – due to their youth – are engaged social media users. They find in social media a group of connections/friends who share their personal interests despite having diverse cultural backgrounds, political views, and religious interests. As social media provides Hispanics with a way to find information that is useful and gives them social currency, it also provides brands with a platform to interact with users and learn about them. Since Hispanics use a variety of social media sites and other content sources, the challenge is not only to reach them but also to find ways to stand out in the process."
-Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • Facebook and YouTube get the most attention
  • There is no social media saturation yet
  • Standing out by posting unexpected content 
  • Experimenting and being creative 
  • Getting to relevance

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Facebook and YouTube get the most attention
              • Figure 1: Apps or social media sites Hispanics use, February 2018
              • Figure 2: Number of social media sites Hispanics use, by age, February 2018
            • There is no social media saturation yet
              • Figure 3: Change in Hispanics’ use of apps or social media sites compared to a year ago, compared to all, February 2018
            • The opportunities
              • Standing out by posting unexpected content
                • Figure 4: Types of social media content Hispanics find appealing, February 2018
              • Experimenting and being creative
                • Figure 5: Hispanics’ perception of brands they see on social media, February 2018
              • Getting to relevance
                • Figure 6: Hispanics’ perception of social media contacts – Personal interests, by gender, age, and level of acculturation, February 2018
              • What it means
              • The Market – What You Need to Know

                • Facebook and YouTube get most of the attention
                  • Bicultural Hispanics see beyond Facebook and YouTube
                    • Hispanics are online
                      • Younger Hispanics are most engaged
                        • Hispanics are bilingual
                        • The Hispanic Social Media User

                            • Hispanics gravitate toward most popular social media sites
                              • Figure 7: Apps or social media sites Hispanics use, February 2018
                            • Older Hispanics not seeing beyond Facebook
                              • Figure 8: Apps or social media sites Hispanics use, by age, February 2018
                            • Unacculturated and bicultural Hispanics drive social media engagement
                              • Figure 9: Apps or social media sites Hispanics use, by level of acculturation, February 2018
                            • Types of social media content drive gender and age differences
                              • Figure 10: Apps or social media sites Hispanics use, by gender and age, February 2018
                          • Market Perspective

                              • Hispanics close the digital divide
                                • Figure 11: Internet usage, by Hispanic origin and language spoken at home, November 2012-December 2013 and October 2016-November 2017
                                • Figure 12: Internet usage – Hispanics versus all US consumers, by age, October 2016-November 2017
                              • Hispanics own an arsenal of consumer electronics
                                • Figure 13: Hispanics’ personal ownership of technology products, indexed to all, January 2017
                            • Market Factors

                              • Hispanics are young
                                • Figure 14: Distribution of population, by age and race/Hispanic origin, 2018
                              • Hispanics are bilingual
                                • Figure 15: Language(s) Hispanics speak at home, October 2016-November 2017
                                • Figure 16: Hispanics’ perception of social media contacts – Language most of them speak, by language spoken at home, February 2018
                              • Hispanics’ median household income is lower
                                • Figure 17: Median household income, by race and Hispanic origin of householder, 2016
                                • Figure 18: Household income distribution, by race and Hispanic origin of householder, 2016
                            • Key Players – What You Need to Know

                              • There is no social media saturation
                                • Opinion leaders can plant the seed; followers can make it grow
                                  • Prompting online purchases is still a challenge
                                    • Privacy concerns will trigger changes
                                    • What’s Happening?

                                      • Hispanics’ engagement with social media is increasing
                                        • Higher social media engagement means a fragmented market
                                          • Figure 19: Change in Hispanics’ use of apps or social media sites compared to a year ago, compared to all, February 2018
                                          • Figure 20: Groups driving net increase of Hispanics’ use of select apps or social media sites compared to a year ago, compared to all, February 2018
                                        • Social media is creating a new language
                                          • Hispanics love WhatsApp –Should brands love it, too?
                                            • Figure 21: Hispanics’ use of WhatsApp, by key demographics, February 2018
                                          • Opinion leaders yes, but with caveats
                                            • Figure 22: Share of Hispanics who follow opinion leaders on social media, by key demographics, February 2018
                                        • What’s Struggling?

                                          • Prompting Hispanics to make purchases online is still a challenge
                                            • Figure 23: Hispanics and brand efforts on social media, by key demographics, February 2018
                                            • Figure 24: Perception of safety of online purchases, by Hispanic origin, October 2016-November 2017
                                        • What’s Next?

                                          • Some people may start questioning their social media engagement
                                            • Social media sites may shift focus toward gaining users’ trust
                                              • #boycott
                                                • Figure 25: Hispanics’ attitudes toward brand boycotts, by key demographics, February 2018
                                            • The Consumer – What You Need to Know

                                              • Hispanics value actionable information in social media content
                                                • For Hispanics Facebook and YouTube offer more
                                                  • Personal interests unifies people on social media
                                                    • Hispanics don’t know what to expect from brands’ posts
                                                    • Appealing Types of Social Media Content

                                                        • Appealing content addresses Hispanics’ needs
                                                          • Figure 26: Types of social media content Hispanics find appealing, February 2018
                                                        • Traditional gender roles influence content appeal
                                                          • Figure 27: Types of social media content Hispanics find appealing – Select types, by gender and age, February 2018
                                                        • Games versus quizzes
                                                          • Figure 28: Likelihood of Hispanics finding games and quizzes appealing, by key demographics, February 2018
                                                        • Opinion leaders and brand content is not for all
                                                          • Figure 29: Likelihood of Hispanics finding content created by opinion leaders and brands appealing, by key demographics, February 2018
                                                        • With limited resources, what content combinations have the greatest reach?
                                                          • Figure 30: TURF analysis – Types of social media content Hispanics find appealing – Top five, February 2018
                                                          • Figure 31: TURF analysis – Types of social media content Hispanics find appealing – All, February 2018
                                                      • Content Associated with Social Media Sites

                                                          • Hispanics have clear ideas of what specific social media sites can offer
                                                            • Figure 32: Types of social media content Hispanics find appealing, February 2018
                                                        • Social Media Contacts

                                                            • Personal interests trump diversity
                                                              • Figure 33: Hispanics’ perception of social media contacts versus in-person contacts, February 2018
                                                            • Personal interests bring people together
                                                              • Figure 34: Hispanics’ perception of social media contacts – Personal interests, by gender, age, and level of acculturation, February 2018
                                                            • Diversity in cultural background
                                                              • Figure 35: Hispanics’ perception of social media contacts – Cultural background, by gender, age, and level of acculturation, February 2018
                                                          • Perception of Brands’ Content on Social Media

                                                              • Hispanics are looking for a reason to like the brands they see on social media
                                                                • Figure 36: Hispanics’ perception of brands they see on social media, February 2018
                                                              • Hispanic women are more interested in details
                                                                • Figure 37: Hispanics’ perception of brands they see on social media, by gender and age, February 2018
                                                              • Less-acculturated Hispanics more positive toward brand social media content
                                                                • Figure 38: Hispanics’ perception of brands they see on social media, by gender and age, February 2018
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                        • A note about acculturation
                                                                        • Appendix – Consumer Data

                                                                            • Figure 39: Language(s) Hispanics speak at home, by age, October 2016-November 2017

                                                                        Hispanics and Social Media - US - May 2018

                                                                        US $4,395.00 (Excl.Tax)