Written by Tanya Salcido
When it comes to adoption of mobile, social media and online usage for shopping, Hispanic consumers take the lead.
The Pew Research Center’s Internet Project shared that 80 percent of U.S. Hispanic adults use social media, compared to 72 percent for the country overall.
Various demographics may use social media networks about equally, but differences in preferences are notable. According to a late 2014 Pew Research Survey, the popular photo sharing website, Instagram, is more popular with Hispanics than Pinterest.
Facebook will likely always rank high in social media networks choices, but 73 percent of Hispanics — more than any other group — spend their time on the popular website. Following and engaging with their favorite brands on Facebook is common for this group.
Twitter and the professional social media network, LinkedIn, are a lesser choice for Hispanics when it comes to following a brand. This makes sense considering 46 percent of Hispanic consumers, compared to 32 percent non-Hispanics, browse social media using smartphones for local shopping; not professional networking or bite-sized updates. These consumers are looking for deals online.
Hispanic consumers do their research online, including visiting brand pages on social media, before making a purchase. They also tend to be very loyal to local businesses, so marketers should take note and consider an integrated social and mobile strategy for this demographic.
Here’s the breakdown of social networks used for local shopping:
While social media plays a huge role in the buying process, Hispanic consumers also consult with people they trust — their friends and family. This can also take place online, by sharing brand promotions and/or tagging in brand posts.
With the growth we’ve seen over the past couple of years, we can expect to see at minimum of 6 percent increase in overall social media usage for Hispanic consumers next year.
About the Author: Described as the “go-to-girl in branding”, a digital marketing strategist and early adopter of technology, Tanya Salcido is skilled in the ways of digital branding, strategic online communications and influencer campaigns. When not in front of a computer screen, Tanya enjoys watching 80s movie classics and rooting for the Angels. Connect with her on Twitter at @TanyaSalcido.