How Facebook Is Embracing The U.S. Hispanic Market

By David Cohen 

HispanicWomenCellPhone650Facebook launched a new ad product aimed at helping brands target its approximately 23 million Hispanic U.S. monthly active users, dedicated U.S. Hispanic brand offers, and the social network also announced that it opened an office in Miami to serve agencies and advertisers that focus on Hispanic consumers.

Facebook Latin America Vice President Alexandre Hohagen relocated to Miami to oversee the social network’s efforts related to U.S. Hispanics, and former Univision VP of Network and Interactive Sales Christian Martinez will also be taking his talents to South Beach and joining the new Miami office.

Facebook pointed out that the U.S. Hispanic population as of July 1, 2012 was 53 million, according to the U.S. Census Bureau, which projects that total to rise to 128.8 million by 2060. In addition, research firm eMarketer pegged U.S. Hispanic Internet penetration at 68.5 percent as of August, and estimated the total number of smartphone users for that demographic at 25.8 million.

The social network also offered the following statistics on its U.S. Hispanic users:

  • U.S. Hispanics access Facebook more frequently than U.S. users overall, as the social network pointed out that 69 percent of U.S. Hispanics were active on six of the past seven days, compared with 62 percent of all U.S. users.
  • U.S. Hispanics also access Facebook via mobile devices at a greater rate than overall U.S. users.

And Facebook said that in the past 30 days, U.S. Hispanic users were responsible for:

Readers: Do you expect Facebook to create more ad products designed to target this explosive demographic?

Image courtesy of Shutterstock.