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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

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What's included

What's included

Table of contents

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

                                                                        About the report

                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                        • The Consumer

                                                                          What They Want. Why They Want It.

                                                                        • The Competitors

                                                                          Who’s Winning. How To Stay Ahead.

                                                                        • The Market

                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                        • The Innovations

                                                                          New Ideas. New Products. New Potential.

                                                                        • The Opportunities

                                                                          Where The White Space Is. How To Make It Yours.

                                                                        • The Trends

                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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