U.S. Hispanics lead the general population in social media, mobile and e-commerce adoption.
Overall, 17.7% of Hispanics surveyed said they use YouTube for local shopping, compared to 10.3% of non-Hispanics, while 16.8% of Hispanics use Yahoo for the same purpose, compared to 16.3% of non-Hispanics. 11.1% of Hispanics use Twitter, compared to 6.7% of non-Hispanics. One important exception to the trend was Facebook, where non-Hispanics led in local shopping, with 67% versus 61% for Hispanics.
According to the Pew Research Center’s Internet Project, 80% of U.S. Hispanic adults use social media, compared to 72% for the country overall, with 68% of U.S. Hispanic adults saying they used Facebook, Twitter or similar platforms, compared to 58% for the U.S. population. Of note for marketers: U.S. Hispanics are also more likely to follow a brand on social media.
Hispanic consumers also share via social media five times more often than non-Hispanic users, and content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. Hispanic consumers are twice as likely to purchase the kinds of products they share about, compared to non-Hispanic consumers, who are only 1.3 times as likely to make a purchase compared to what they share online.
Turning to digital coupons, 84.2% of U.S. Hispanic consumers said they have searched for an online coupon based on a recommendation, compared to 70.6% of all U.S.
Also, 69.6% of U.S. Hispanics surveyed said they have used coupons found on social-media sites, compared to 53.9% of the population at large. In addition, 61.2% said they have shared coupons via social media, compared to 39.4% of all consumers.
Hispanics also spend more time browsing retail Web sites than non-Hispanic smartphone owners.
In terms of specific behaviors, adult Hispanic smartphone owners are twice as likely as non-Hispanics to say they are interested in receiving ads on their phone, 58% are more likely to purchase products they see advertised on their phone, and 13% are more likely to say they use their phone while shopping to find local deals.