Yesterday’s post looked at attitudes and purchase behaviors of Hispanic consumers. There is also research on how Hispanic consumers use social media. Hispanics are one of the fastest growing groups for digital adoption and mobile use. Because of the growth and purchase power of Hispanic consumers, knowing their social media use can help you create new shoppers.
• One in six Hispanic consumers post ratings or reviews for others to read
• Hispanic consumers were 38% more likely than non-Hispanics to say they follow their favorite brands on social media
• Hispanics were also more likely than non-Hispanic to purchase products they saw advertised on social media
• 27% of Hispanic social networkerss click on links or items posted by others
• One in four Hispanic consumers access social networks from different devices
• 16% of Hispanics said they are more likely to purchase a product recommended by others on social media
What Does This Mean To You?
Hispanic consumers are definitely engaged in social media. Not only do they follow brands, they are influenced by social media advertising and comments.
Among Hispanic adults in Metro Orlando:
• Two-thirds have accessed a social media site in the past month
• 33% have accessed a social network from a mobile device
• Nearly one in six have spent more than an hour on a social media site in the past week
• 63% have made an online purchase in the past 12 months
Social media can help your business engage Hispanic consumers and create awareness. Because Hispanic consumers tend to read others comments, make comments themselves and make purchase decisions because of social commentary, reputation management is important. Not paying attention to
your social reputation can turn away shoppers and cost you sales. For more information on reputation management and forging relationships with
Hispanic consumers, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Advertising Age; Experian Simmons; The 2012 Scarborough Report, Release 1