Add social media to the growing list of ways Hispanic consumers wield their power.
A just-released study from OMD Latino, Mi Comunidad, found that 90 percent of online Hispanics use social media at least once a month and that 9 percent voice opinions about brands compared to 4 percent of general-market shoppers. Their influence is particularly felt in categories like home improvements, sweet snacks, household cleaning, fast food, healthcare and department stores, according to OMD.
In part, notes the study, this has to do with how social media can erase the cultural and language barriers found in other media.
The Omnicom media unit’s study, which surveyed 2,169 Hispanic and general-market social media users in November 2011, also found these consumers are active users of mobile social media when they shop and are twice as likely as the general market to check such sources while they consider purchases.
They’re also “more active in post-shopping, when they’re more likely to post a review or share their experience,” said an author of the study, Pamela Marsh, director of custom research and insights at OMD. “They influence others’ purchase decisions and are equally influenced by others as they make their choices.”