It’s no secret that social media has become an increasingly watched and utilized channel for digital marketing, with almost 70% of all U.S. internet users accessing social networks at least once monthly.
The popularity of social media-related internet use spans several demographic groups, including ethnicity. In particular, U.S. Hispanics are “heavy” social media users, comprising over 20% of all American social network users, and this number is expected to rise.
According to a report by eMarketer called “US Hispanics: What’s True, What’s Not True and What’s Sort of True in 2015”, there is currently a larger-than-average proportion of young children in the Hispanic population. This eventually results in deflated current Hispanic social media use percentages. In a few years when all those kids are old enough to use Facebook, Twitter, and the like, the numbers will be pushed upward – so it would make sense for marketers to prepare accordingly. Additionally, eMarketer reported that in a 2014 Adroit Digital study, 42% of U.S. Hispanics were strongly influenced by social networks when it came to making purchase decisions.
But how do you start preparing for the imminent influx of more Hispanic social media users? First, find your Hispanic audience on social media sites to get an understanding of the demographic’s online behavior. eMarketer notes that U.S. Hispanic social media users often alternate between English and Spanish while communicating on social media, and like to be advertised to in the same manner, depending on the situation. In fact, 80% of all U.S. Hispanics actually prefer ads to “incorporate Spanish messaging.” So, if you’re advertising to this audience, keep that in mind!
To get the full report from eMarketer , visit here.