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Direct Response Marketing

Social Media Gaining Popularity Among Hispanic Market

16 Sep, 2009 Response This Week

BOONTON, N.J. – In a recent study by the Captura Group, findings solidified the importance of social media in Hispanic culture, while also showing the growing awareness and ability of marketers to connect with this group through English-language platforms.

The study looked at data from the Florida State University Center for Hispanic Marketing Communication and DMS Research. Findings reveal that 36 percent of English-preferring Hispanics visit social networking sites at least two-to-three times per month, while 27 percent of Spanish-preferring Hispanics visit as often.

Specifically looking at the popular networks MySpace and Facebook, English-preferring Hispanics visiting were 44 percent of the population, while 35-percent of Spanish preferring Hispanics visited these Web sites.

What stood out most among the findings was that the Hispanic visits to social networking sites outnumbered non-Hispanic whites by 63 percent to 18 percent. Even among users more than 36 years old, 24 percent of English-preferring Hispanics outnumbered non-Hispanic whites (13 percent) on visits to online social networks. Overall, Hispanic usage, age 36 or older, was 47 percent, while non-Hispanic whites and African Americans combined reached only 30 percent.

“While few marketers proactively target ethnic minorities, even fewer connect through social media,” says Katherine O’Hara, vice president and co-founder of S3. “This translates into a wealth of opportunities for those that can identify meaningful ways to connect.”

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