Category Archives: Social Media

Social Network Usage By Race/Ethnicity

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ImageMany businesses that are savvy enough to not only utilize social networking but also recognize this medium’s power among people of color will want to check out the recent Pew Study on how demographics play out across various social media services.

Here’s a quick overview:

  • Black folks over index on Twitter (26%) and Hispanics (19%) prefer it more than whites (14%)
  • Whites (white women, in particular) love Pinterest (18%); Blacks (8%); Hispanics (10%)
  • Blacks (23%) and Hispanics (18%) use Instagram far more than whites (11%)
  • Almost everyone black, white or brown, uses Facebook

Why do Blacks and Hispanics utilize Twitter and Instagram more than whites?  The answer probably has something to do with the lack of diverse stories in the media.  Services like Twitter and Instagram allow people of color more accessibility and control to information that is specific to them.  It provides a channel and a platform for their voice to be heard in a way that it usually is not.

Read more:  Pew Internet

Nielsen: Black Consumers Are ‘Above Average’ in Many of Their Online Activities

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Black consumers watch more television than any other ethnic group according to statistics, but according to The Nielsen Co. they’re also highly active online and on their mobile devices, watching video, networking with their social connections, and making purchases.

The Nielsen’s latest Cross-Platform Report examined the digital media habits of the black consumer in the U.S., a segment with significant buying power which presents key opportunities for marketers — and illustrated their activities across online, mobile, social and TV.

Among the key findings on black consumers’ online activities:

- Black consumers are 67 percent more likely than other adults to purchase hair care products online.

- During the fourth quarter of 2011, 63 percent of black adults made a purchase online.

- Black Internet users spent 22 percent of their time online visiting Social Networks/Blogs in December 2011.

- YouTube accounted for 48 percent of black viewers’ online video time during December 2011, and 31 percent of black adults online watched consumer-generated video across the Web.

Source: Kiss My Black Ads

The Browning of Media on the Internet: A Step Forward or Back?

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With the advent of new media and advances in access to technology the internet is supplementing, complimenting and slowly siphoning viewers from television. While the delivery mechanisms for viewing video are changing, mainstream content providers remain frustratingly rooted in a world which ignores the demographic changes our country is experiencing. Nowhere is this more apparent then in the lack of representation of Hispanics on television.

The reality is the countries demographic changes are starting to influence how everyone interacts with video content from mainstream television on the web. While a majority of people still watch T.V. on a television a growing number of viewers supplement their T.V. viewing with video content on the internet. Hispanic’s are actually leading this trend. Hispanic video viewers are 68 percent more likely than non-Hispanic White viewers to watch video on the Internet. This change is beginning to foster a analogous growth in representation of Hispanics on the internet. This raises several important questions: how do content providers better define and reach English language Hispanic consumers. Does more segmentation and micro targeting on the internet let television off the hook for years of under-representing Hispanics? In 2012 does it even make sense to have a token Hispanic character on a mainstream T.V. show when they could have their own web series?

Read more:  The Huffington Post

Groundbreaking Study on Latino Mobile Usage in Retail Settings

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Latinos rarely – if ever — shop alone, they over-index in their use of social media and the Web and much of that usage is through smartphones.

“Hispanics rarely, if ever shop alone,” Sensis President José Villa said. “They also over-index in their use of social media and the Web, and much of that usage is through smartphones. This gives retailers an opportunity to craft unique experiences for their Hispanic customers.

Those are some of the research findings from a groundbreaking study conducted by agencies Sensis and White Horse on how U.S. Hispanics use mobile when they shop.

Read more:  Hispanic PR Blog

Tap Into New Hispanic Online Communities

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One of social media’s most useful applications is for market intelligence, canvassing what consumers think about brands and their competitors. Meanwhile advertisers are increasingly interested in the attitudes, perceptions, and consumption patterns of Hispanic consumers — easily the fastest-growing ethnic group and market segment in the U.S. today. It was only a matter of time, therefore, before someone created online communities focusing on Hispanics to serve as consumer panels for market research. In fact, two new ones just launched in the last week alone.

The first, Tu Cuentas (which translates as “You Count,” but also “You Tell”) was founded by Hispanic marketing veterans Larissa Acosta and Olga Bueno, and is positioned both as a marketing platform leveraging word-of-mouth, and a research tool. It includes user-generated product reviews, moderated discussion forums and community polls of registered members, as well as Web cam interviews with individual members, allowing advertisers to uncover information about shopping behavior, brand preference, advertising likeability and product attributes. Members’ participation in these activities is rewarded with points redeemable for cash, as well as additional opportunities to participate in sampling campaigns through which they receive free products to try and share with their online and offline networks.

Read more at: MediaPost Communications

NEW 360i Report On Hispanic Digital Influencers

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Key Findings— 360i Report on Hispanic Digital Influencers

  1.  72% of Hispanic digital influencers choose to communicate in English. And, since Hispanic influencers who communicate in English tend to share more promotional content and equity content rather than personal anecdotes (which are favored by those who communicate in Spanish), there is a ripe opportunity for brands to enter conversations in a valuable way.
  2. General population influencers demonstrate more diversity in what motivates the types of content they share. Hispanic Influencers are primarily motivated by shared cultural ties, and they express culture in four distinct ways. It’s important for brands to understand the specific mindset of the influencer they are trying to reach so they can tailor their approach accordingly.
    • Informative Mindset (63% of posts analyzed): to inform/educate readers on their area of expertise (topics: cuisine, child raising techniques, language, etc.)
    • Creative Mindset (23%): Learning through blogging and sharing
    • Personal Mindset (8%): Seeking companionship from readers by detailing theirlife journeys of assimilation and acculturation
    • Awareness Mindset (6%): Recognize social and cultural challenges breakthroughs and accomplishments, and seek to spread awareness about these issues among the community
  3. Hispanic influencers include photos in 54% of their posts and links in 65% of posts. Brands should keep this in mind, and include such content and assets in their outreach.
    • Roughly 33% of images posted tie back to recipe creations, coinciding the cultural importance of meals to the Hispanic Community.
    • 25% of shared links are promotional, driving back to brand or product websites.

c/o:  Hispanic PR Blog

Who Are Social Media’s Highest Influencers?

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Hispanics are 37% more likely than the general population to publish a blog on a blogging platform or use a social networking site, according to a recent  study by 360i.

While the general population influencers reveal a tremendously diverse set of motivators, the study found that Hispanic influencers are most commonly motivated by their shared cultural ties.

c/o: OhMyGov!

How Do You Determine Race And Ethnicity Online?

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As marketers realize the importance of social media in regard to multicultural consumers the question of how to determine black, from brown, from white is a big one.  However the next question to ask is if this online racial profiling is a smart social media strategy?

 has a great blog post about this over at ZDNet.

CafeMom Launches MamasLatinas, The First Bilingual Online Destination To Serve Hispanic Mothers In The United States

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Yesterday, CafeMom launched MamasLatinas (www.mamaslatinas.com), the first bilingual website to serve Hispanic mothers living in the United States. The site launch comes at an apt time for a growing audience — by 2014, one in four moms online will be Hispanic. Additionally, 92 percent of Hispanic moms across the acculturation spectrum believe there is not currently a website that clearly meets their needs, according to a major national study of Hispanic moms conducted by CafeMom.

“Latina moms are culturally unique, and there’s no site in the U.S. that focuses on super-serving the interests and needs of this influential segment,” explained MamasLatinas Co-founder and Executive Vice President Lucia Ballas-Traynor. “The Latina mom wants to be part of a community of moms like her who also strive to succeed in America while preserving and passing on their Latin heritage and traditions, cultivated by experts who uphold her value system and parenting style.”

Read more here…