Three Studies Take a Closer Look at Hispanics on Social Media

A Nielsen study, “State of the Hispanic Consumer: The Hispanic Market Imperative” shows that Hispanic viewers spend six hours and 29 minutes per week watching online video, and four hours and 20 minutes watching video on mobile phones, far out-watching non-Hispanic white viewers on both counts.

Historically, fewer Hispanics have had at-home Internet connections (62 percent vs. 76 percent for the larger population). However, home broadband use rose 14 percent during the past year in the Hispanic community, but only six percent in the general population.

The study also found that Hispanics are 28 percent more likely than non-Hispanic whites to have a smartphone. Advertising and digital marketing firm Sensis along with White Horse, a fellow digital agency, recently unveiled the findings from its Hispanic Mobile Report that takes a closer look at the Hispanic “social shopping” experience.

Among the findings of their research: Hispanics are much less likely than the general market to use their mobile devices to seek out consumer-generated product reviews. Only 38 percent of Hispanic shoppers have used their smartphone for this purpose while 68 percent of general market will do so. You can sign up to receive this study via email here.

Finally, the folks at AllTwitter have reported on a uSamp survey of 650 Hispanic adults that found the majority using Facebook and YouTube and about a third using Twitter. Nearly half of those surveyed (47 percent) even said they’re using Google+. Yowsers. A piece of that infographic is above; you can view the full infographic here.