Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

US Hispanics and Social Media Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Hispanics and Social Media market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For the purposes of this Report, social media is defined as consisting of content uploaded by users on a platform that serves no express purpose other than sharing that content. Social media services specifically mentioned in Mintel’s survey included Facebook, Twitter, LinkedIn, Snapchat, Tumblr, YouTube, Instagram, Pinterest, Reddit, and Periscope. However, in most survey questions fielded for this Report, the term “social media” was open to respondent interpretation.

Findings in this Report can be supplemented by analysis presented in Mintel’s Reports such as Social Media Trends – US, April 2018; Black Consumers and Social Media – US, May 2018; as well as Reports from Mintel’s Technology and Media and Multicultural libraries.

Expert analysis from a specialist in the field

Written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Black adults visit on average 3.6 social media sites
              • Figure 1: Social media site visits, February 2018
            • Black consumers have diverse online connections who share their interests
              • Figure 2: Black consumers’ social media behavior, February 2018
            • Black adults visit social media sites all day long
              • Figure 3: Social media site usage frequency, February 2018
            • Brands entertain, but don’t connect with Black consumers
              • Figure 4: Branded content perceptions, February 2018
            • The opportunities
              • Brand integration rather than advertising drives greater brand consideration
                • Figure 5: Social media site visits by consumer brand engagement, February 2018
              • Use platform functionality to visually tell brand stories
                • Figure 6: Social media content perception by site, February 2018
              • Brands can use data to reach Black consumers – but only if delivering value
                • What it means
                • The Market – What You Need to Know

                  • The Black population is young
                    • Educational attainment impacts Black adults’ professional network
                      • Black consumers want more privacy online, but it feels out of reach
                      • The Black Population by the Numbers

                        • The Black population share holds steady at 13% of the total US
                          • Figure 7: US population by race, 2013-23
                        • One third of Black people are in the iGeneration or younger
                          • Figure 8: Black population generation distribution, 2018
                        • Share of Black households with kids on par with the average
                          • Figure 9: US households by detailed type, by race and Hispanic origin, 2017
                      • Market Perspective

                        • Two in 10 Black adults have earned a college degree
                          • Figure 10: Educational attainment by race and Hispanic origin, 2017
                        • Three in 10 Black adults hold a managerial or professional job
                          • Figure 11: Occupation distribution by race and Hispanic origin, 2017
                        • Share of Black households earning <$25K annually impacts median income
                          • Figure 12: US household income distribution by race and Hispanic origin, 2017
                      • Market Factors

                        • Privacy issues impact online engagement
                          • Black consumers prefer greater control of their personal information, but some feel powerless
                            • Figure 13: Consumer privacy attitudes, Black vs all, October 2016-November 2017
                          • Privacy safeguards give little comfort to Black consumers
                            • Figure 14: Consumer privacy attitudes, Black vs all, October 2016-November 2017
                        • Key Players – What You Need to Know

                          • Black consumers create and connect within affinity communities
                            • Black consumers are content creators – for free
                              • Brands adapt product messaging to integrate in social media platforms
                              • What’s Working?

                                • Using social media for social change – and business applications
                                  • Affinity groups on social media platforms foster online fellowship
                                  • What’s Struggling?

                                    • Black consumers drive content and express concern in reaping financial rewards
                                      • Figure 15: Doubletree Hilton Twitter post featuring Kalin Elisabeth and consumer response, April 2018
                                    • Brand blunders trigger social media boycotts
                                      • Figure 16: Consumer brand engagement, February 2018
                                  • What’s Next?

                                    • Brand communication tailored by social media platforms
                                    • The Consumer – What You Need to Know

                                      • Facebook and YouTube lead social media usage
                                        • Visits up across all sites over last year
                                          • Social media is addictive and constantly accessed
                                            • Brand messaging on social media is entertaining but irrelevant
                                              • Black consumers more likely to support, rather than reject brands
                                              • Social Media Site Visits

                                                • Facebook and YouTube top Black consumers’ social media site visits
                                                  • Figure 17: Social media site visits, Black vs all, February 2018
                                                • Instagram extends social media audience reach, appealing to both women and men
                                                  • Figure 18: Social media visits by social media visits, February 2018
                                                • Facebook offers something for everyone
                                                  • Figure 19: Demographic profile of Facebook visitors, February 2018
                                                • YouTube is the network TV of social media
                                                  • Figure 20: Demographic profile of YouTube visitors, February 2018
                                                • Black men use open platforms – Black women prefer discovery
                                                  • Figure 21: Social media site visits, by gender, February 2018
                                                • Fast and easily consumable content drives 18-24-year-old usage
                                                  • Figure 22: Social media site visits, by age, February 2018
                                              • Social Media Visitation Changes

                                                • Original, entertaining content drives site visit increases
                                                  • Figure 23: Social media site visitation changes, February 2018
                                                • Social media grows in greater importance among Black versus average users
                                                  • Figure 24: Net increases of social media site visitation, Black vs all, February 2018
                                                • Black men seek relevant voices and places to be heard across most sites
                                                  • Figure 25: Net increases of social media site visitation, by gender, February 2018
                                                • Mature Black women reconnect on Facebook, younger women discover elsewhere
                                                  • Figure 26: Net increases of site visitation, by women and age, February 2018
                                              • Social Media Site Usage Frequency

                                                • Social media use is woven into Black consumers’ daily media diet
                                                  • Figure 27: Social media site usage frequency, February 2018
                                                • Heavy social media users visit multiple sites all day long
                                                  • Figure 28: Social media site usage frequency by sites visited, February 2018
                                              • Social Media Content Preferences

                                                • Black consumers balance escapism with reality on social media
                                                  • Figure 29: Social media content preferences, Black vs all, February 2018
                                                • Entertainment and news appeal to everyone, but Black women seek instruction
                                                  • Figure 30: Social media content preferences, by gender, February 2018
                                                • Parents of young children open to help from outsiders on social media
                                                  • Figure 31: Social media content preferences, by gender, February 2018
                                                • 18-34s use social media instead of traditional platforms for entertainment
                                                  • Figure 32: Social media content preferences, by age, February 2018
                                              • Social Media Content Perception by Site

                                                • Facebook connects users to all forms of content – YouTube entertains and educates
                                                  • Figure 33: Social media content perception by site, February 2018
                                                • Women 18-34 most likely to see entertaining content across multiple sites
                                                  • Figure 34: Social media content perception by site, by women and age group, February 2018
                                                • Young men are entertained – middle-aged men look for news
                                                  • Figure 35: Social media content perception by site, by men and age group, February 2018
                                              • Black Consumers’ Social Media Behavior

                                                • Black consumers’ social media connections mirror their “real life” network
                                                  • Figure 36: Black consumers’ social media behavior, February 2018
                                                • Social media connections are more diverse on smaller sites
                                                  • Figure 37: Social media site visitation by Black consumers’ social media behavior, February 2018
                                                • Men prefer like-minded people on social media whether they know them or not
                                                  • Figure 38: Black consumers’ social media behavior, by men and age group, February 2018
                                                • Mature women limit their social media engagement to people like them
                                                  • Figure 39: Black consumers’ social media behavior, by women and age group, February 2018
                                                • Integrated spaces in life impact social media connections
                                                  • Figure 40: Black consumers’ social media behavior, by educational attainment, February 2018
                                              • Brand Perception on Social Media

                                                • Black consumers relate to brands that tell compelling stories on social media
                                                  • Figure 41: Branded content perceptions, February 2018
                                                • Men aged 35-54 find the greatest value in branded messages on social media
                                                  • Figure 42: Branded content perceptions, by men and age group, February 2018
                                                • Brand effectiveness decreases as household income rises
                                                  • Figure 43: Branded content perceptions, by household income, February 2018
                                              • Consumer Brand Engagement on Social Media

                                                • Consumer engagement occasionally leads to consumer action
                                                  • Figure 44: Consumer brand engagement on social media, February 2018
                                                • Black consumers on visual-based sites will support and buy from brands on social media
                                                  • Figure 45: Social media site visits by consumer brand engagement, February 2018
                                                • Upper-income households more likely to support and boycott brands on social media
                                                  • Figure 46: Consumer brand engagement on social media, by household income, February 2018
                                                • Parents are engaged on social media, but moms take action
                                                  • Figure 47: Consumer brand engagement on social media, by parental status, February 2018
                                                • Single parents are most engaged with brands, but feel left out of the conversation
                                                  • Figure 48: Branded content perceptions, by parent and marital/partnered status, February 2018
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations
                                                      • Appendix – The Consumer

                                                          • Figure 49: Consumer privacy attitudes, Black and all, October 2016-November 2017