Social Media and Hispanics in the...

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Social Media and Hispanics in the U.S.A. BILINGUAL HISPANICS speak equal amounts of Spanish and English at home ENGLISH-FIRST HISPANICS speak mainly or only English at home SPANISH-FIRST HISPANICS speak mainly or only Spanish at home HISPANICS NON-HISPANICS Hispanics are heavier social media users than Non-Hispanics – and they’re younger 38% of Hispanics are heavy social media users* compared to 28% of Non-Hispanics *Spending more than two hours a day on social media They spend half an hour extra on social media each day Hispanics spend 2h22m on social media compared to 1h51m among Non-Hispanics % who say it’s very important to use the internet to express themselves Hispanics have on average 7.1 social media accounts compared to 6 among Non-Hispanics Average number of social media accounts WHAT DO THEY USE SOCIAL FOR? WHO DO THEY FOLLOW? SOCIAL MEDIA SEGMENTATION BRAND INTERACTIONS 42% 35% 40% Spanish-First Bilingual English-First 02:36 02:08 02:31 Spanish-First Bilingual English-First They’re more likely than Non-Hispanics to use social for entertainment HH:MM HH:MM HH:MM 6.0 7.1 7.2 7.5 6.8 To watch/follow sports events To promote/support charitable causes To follow celebrities/celebrity news Top 3 Over-Indexes by Subgroup KEY Hispanic Spanish-First 1 3 2 1 3 2 1 3 2 Hispanic Bilingual Hispanic English-First To stay in touch with my friends To find funny or entertaining content To stay up-to-date with news To fill up spare time To share photos or videos with others % who fall into the following segments* Shopping and celebrities more important to Spanish-First audiences Social media is a key way for Hispanics to express themselves online Personal Networkers FOMO Networkers Celebrity Networkers Shoppers Brand Followers Content Networkers 82% 63% 62% 57% 57% 56% 81% 65% 59% 49% 56% 54% 85% 71% 55% 45% 55% 53% Sharers News Networkers Brand Interactors Professional Networkers Charity Networkers Non-Networkers 53% 52% 45% 37% 25% 1% 51% 55% 43% 35% 24% 1% 52% 51% 38% 30% 21% 2% Each year, GlobalWebIndex asks 10,000 Hispanics and 5,000 non-Hispanics to complete an online survey which asks a wide range of questions about their lives, lifestyles and digital behaviors. GlobalWebIndex sets quotas on age, gender and educational attainment to ensure that the data is representative of the online U.S. population aged 16-64. Hispanics can then be compared against the total US population, and can segmented by their language preferences – Spanish-Only, Spanish-Mainly, Bilingual, English-Mainly or English-Only. In this infographic, “Spanish-First” comprise Spanish-Only and Spanish-Mainly, while “English-First “comprise English-Mainly and English-Only. *For more information on how these segments are defined, click here. METHODOLOGY www.globalwebindex.com | @globalwebindex | +globalwebindex Spanish-First Bilingual English-First 1.33 INDEX 1.36 INDEX 0.99 INDEX 26% 32% 36% 37% 27% Social networks are more important than TV for brand discovery They’re also a key touchpoint for research % who find out about brands in the following ways 37% of Hispanics head to social networks when researching a brand/product compared to 27% of Non-Hispanics 44% 40% 37% 36% 34% 35% 43% 41% 39% 28% Social networks Ads seen on TV Word-of-mouth recommendations Search engines Ads seen online Brands you like Singers, musicians or bands Actors Comedians News/media organizations 40% 40% 35% 29% 29% 36% 32% 26% 20% 25% 51% 32% 35% 38% 33% 52% 42% 41% 40% 39% Journalists Sports stars TV presenters Vloggers Actors Bloggers Comedians Top 3 Over-Indexes by Subgroup 1 3 2 1 3 2 1 3 2 Hispanic Spanish-First Hispanic English-First Hispanic Bilingual KEY Spanish speaking audiences are more likely to interact with brands on social Top Over-Indexes for Social Behaviors Making them feel involved will lead them to return the love Factors motivating each audience to promote their favorite brand online 1 3 2 1 3 2 1 3 2 Hispanic Spanish-First Hispanic Bilingual Clicked on a sponsored post on a social network Interacted with a brand on a messaging app Uploaded a photo/video to a brand's social page Read a branded blog Downloaded/used a branded app Watched a video made by a brand Hispanic English-First 0.00 - INDEX Access to exclusive content or services 1.39 1.29 1.19 1.26 Having insider knowledge about the brand 1.52 1.11 1.21 1.23 The feeling of being involved 1.25 1.35 1.09 1.21 18% 15% 14% KEY
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  • Social Media and Hispanics in the U.S.A.

    BILINGUAL HISPANICS

    speak equal amounts of Spanish and English at home

    ENGLISH-FIRST HISPANICS

    speak mainly or onlyEnglish at home

    SPANISH-FIRST HISPANICS

    speak mainly or only Spanish at home

    HISPANICS

    NON-HISPANICS

    Hispanics are heavier social media users than Non-Hispanics – and they’re younger38% of Hispanics are heavy social media users* comparedto 28% of Non-Hispanics

    *Spending more than two hours a day on social media

    They spend half an hour extra on social media each dayHispanics spend 2h22m on social media compared to 1h51mamong Non-Hispanics

    % who say it’s very important to use the internetto express themselves

    Hispanics have on average 7.1 social media accounts compared to 6 among Non-HispanicsAverage number ofsocial media accounts

    WHAT DO THEY USE SOCIAL FOR?

    WHO DO THEY FOLLOW?

    SOCIAL MEDIA SEGMENTATION

    BRAND INTERACTIONS

    42% 35%40%Spanish-First Bilingual English-First

    02:36 02:0802:31Spanish-First Bilingual English-First

    They’re more likely thanNon-Hispanics to use

    social for entertainmentHH:MM HH:MM HH:MM

    6.0

    7.1 7.2 7.5 6.8

    To watch/follow sports events

    To promote/support charitable causes

    To follow celebrities/celebrity news

    Top 3 Over-Indexes by Subgroup

    KEY

    Hispanic Spanish-First

    1

    32

    1

    32

    1

    32

    Hispanic Bilingual Hispanic English-First

    To stay in touch with my friends

    To find funny or entertaining content

    To stay up-to-date with news

    To fill up spare time

    To share photos or videos with others

    % who fall into the following segments*

    Shopping and celebrities more important to Spanish-First audiences Social media is a key way for Hispanics to express themselves online

    Personal Networkers

    FOMO Networkers

    Celebrity Networkers

    Shoppers

    Brand Followers

    Content Networkers

    82%

    63%

    62%

    57%

    57%

    56%

    81%

    65%

    59%

    49%

    56%

    54%

    85%

    71%

    55%

    45%

    55%

    53%

    Sharers

    News Networkers

    Brand Interactors

    Professional Networkers

    Charity Networkers

    Non-Networkers

    53%

    52%

    45%

    37%

    25%

    1%

    51%

    55%

    43%

    35%

    24%

    1%

    52%

    51%

    38%

    30%

    21%

    2%

    Each year, GlobalWebIndex asks 10,000 Hispanics and 5,000 non-Hispanics to complete an online survey which asks a wide range of questions about their lives, lifestyles and digital behaviors. GlobalWebIndex sets quotas on age,

    gender and educational attainment to ensure that the data is representative of the online U.S. population aged 16-64. Hispanics can then be compared against the total US population, and can segmented by their language preferences

    – Spanish-Only, Spanish-Mainly, Bilingual, English-Mainly or English-Only. In this infographic, “Spanish-First” comprise Spanish-Only and Spanish-Mainly, while “English-First “comprise English-Mainly and English-Only.

    *For more information on how these segments are defined, click here.METHODOLOGY

    www.globalwebindex.com | @globalwebindex | +globalwebindex

    Spanish-First Bilingual English-First

    1.33INDEX

    1.36INDEX

    0.99INDEX

    26%32%

    36% 37% 27%

    Social networks are more important than TV for brand discovery

    They’re also a key touchpoint for research

    % who find out about brands in the following ways

    37% of Hispanics head to social networks when researchinga brand/product compared to 27% of Non-Hispanics

    44%

    40%

    37%

    36%

    34%

    35%

    43%

    41%

    39%

    28%

    Social networks

    Ads seen on TV

    Word-of-mouth recommendations

    Search engines

    Ads seen online

    Brands you like

    Singers, musicians or bands

    Actors

    Comedians

    News/media organizations

    40%

    40%

    35%

    29%

    29%

    36%

    32%

    26%

    20%

    25%

    51%

    32%

    35%

    38%

    33%

    52%

    42%

    41%

    40%

    39%

    Journalists

    Sports stars

    TV presenters

    Vloggers

    Actors

    Bloggers

    Comedians

    Top 3 Over-Indexes by Subgroup

    1

    32

    1

    32

    1

    32

    Hispanic Spanish-First Hispanic English-FirstHispanic Bilingual

    KEY

    Spanish speaking audiences are more likely to interact with brands on social Top Over-Indexes for Social Behaviors

    Making them feel involved will lead them to return the love Factors motivating each audience to promotetheir favorite brand online

    1

    32

    1

    32

    1

    32

    Hispanic Spanish-First Hispanic Bilingual

    Clicked on a sponsored post on a social network

    Interacted with a brand on a messaging app

    Uploaded a photo/video to a brand's social page

    Read a branded blog

    Downloaded/used a branded app

    Watched a video made by a brand

    Hispanic English-First

    0.00 - INDEXAccess to exclusive content

    or services

    1.39 1.29 1.191.26

    Having insider knowledgeabout the brand

    1.52 1.11 1.211.23

    The feeling of beinginvolved

    1.25 1.35 1.091.21

    18% 15%14%

    KEY

    https://www.globalwebindex.com/hubfs/Hispanic%20Segmentation%20Docs/Segmentation%20-%20Social%20Media-1.pdf