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HISPANICS AND SOCIAL MEDIA - US - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Lifestyle

No. of Pages : N/A

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.

Table of contents

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

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