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Hispanic Consumers and Social Media - US - June 2014

Published By :

Mintel

Published Date : Jun 2014

Category :

Lifestyle

No. of Pages : 141 Pages

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.
Table of Content

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) – enebea
Figure 12: Link to enebea 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

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