US Hispanics: The Social Media Leaders

The US Hispanic population is more active on social media than the average US internet user. A Pew Research study showed that 72% of Hispanics claimed to be active social media users. The US Hispanic population makes up 66% of the total US Limited English Proficient (L.E.P.) Population.

What is it about the Hispanic population that drives them to Social Media?

A combination of a young demographic and a large amount of mobile and home internet usage drive the population toward Social Media.

The US Hispanic Population is Young and Growing

According to the US Census Bureau, the Hispanic population in the US grew by 43% between 2000 and 2010. Over 60% of the Hispanic population in the US is under age 35. Young adults are more likely than any other age group to use Social Media. In a recent study, 83% of adults age 18-29 use social media. The median age of this population is in the key demographic of social media users.

Hispanics outpace all ethnic groups in mobile data and internet consumption

Hispanics are 28% more likely to own a smart phone and have an average mobile device bill 8% higher than any other ethnicity. Over the past year, Hispanics have also increased their home broadband use by 14%, which is more than double the growth of broadband use in the general market. On an average day, 26.8% of Hispanic internet users spent 6 hours or more on social media. The large use of mobile and home internet allows for greater access to social media sites.

 

Which Social Media Platforms are Favored by the Hispanic Population?

A survey from BIGinsight showed that Facebook and Twitter were the two most popular social media sites among the Hispanic population. This survey showed that 43% logged on to Facebook and 17% logged on the Twitter more than once a day.

As marketers work to reach this rapidly growing Hispanic population, social media platforms should be a clear focus of marketing efforts. Hispanic adults are 25% more likely to follow a brand on social media and 21% more likely to repost links, articles, videos, and websites compared to the general online community.

The US Hispanic population makes up 66% of the total US Limited English Proficient (L.E.P.) Population. Being able to communicate to them in their language would be a large benefit to any of the business sectors.

When was the last time you posted, tweeted, or pinned for your business? The Hispanic population is waiting to see what you have to say and show!

-Sarah

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Voiance Language Services provides multilingual support in over 200 languages to business and government. Organizations use Voiance’s telephone interpretation to facilitate communication with customers. Voiance is a subsidiary of CyraCom International, Inc., the 2nd largest provider of Over-the-Phone Interpretation in the United States.

Seven Sectors that will Benefit Most from the Rapidly Growing US Hispanic Population

If the US Hispanic market were its own country, its buying power would make it one of the world’s top 20 economies. In fact, the US Hispanic market is projected to account for $1.5 trillion in purchasing power by 2015. The US Hispanic population makes up 66% of the total US Limited English Proficient (L.E.P.) Population.

It goes without saying that there are a number of business sectors that stand to benefit from this rapidly growing, diverse population, but which sectors will benefit the most from this dramatic demographic shift in the United States?

In a study by IBISWorld, the following seven industries identified as having the most to gain by the US Hispanic population growth:

1. Residential buying, food (grocery and restaurants)
2. Retail (especially clothing and electronics)
3. Education (higher education and technical schools)
4. Real Estate
5. Financial Services
6. Transportation
7. Entertainment and Media

Income Increase gives Hispanics more buying power

Not only is the Hispanic population growing, but their wealth is as well. From 2000-2011, Hispanic household income grew 31% in the $75-99.9K annual income bracket and 71% in the $100K+ bracket.  This increase allows companies to expand without having to look outside of the US for market growth.

Negative percentages in the graph represent a decrease in population of those income brackets during the 11 year span from 2000-2011.

By 2015, Hispanic buying power is projected to be $1.5 trillion compared to $1 trillion in 2010. Increased wealth means bigger purchases. This increase will directly affect the automotive industry where by 2016, Hispanics will contribute roughly $14 billion. A recent automotive market survey showed the top five car brands among Hispanics between the ages of 18 and 34 are:  Mitsubishi, Nissan, Toyota, Suzuki, and Honda. This is in large part due to their major marketing efforts within the Hispanic community.

This example from the automotive industry shows the growth potential for the businesses in the seven sectors that target their marketing and advertising efforts towards the growing affluent US Hispanic population. These businesses will see steady growth for many years to come.

The US Hispanic population makes up 66% of the total US Limited English Proficient (L.E.P.) Population. Being able to communicate to them in their language would be a large benefit to any of the business sectors.

-Sarah

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Voiance Language Services provides multilingual support in over 200 languages to business and government. Organizations use Voiance’s telephone interpretation to facilitate communication with customers. Voiance is a subsidiary of CyraCom International, Inc., the 2nd largest provider of Over-the-Phone Interpretation in the United States.