Social media has turned the corner to adult and corporate embrace. Millions now turn to blogs, social networks, and video as their primary source of news, opinion, and entertainment.
Traditionally, Hispanics have relied on the original concept of “social networks” to gain trusted information. This draw to family and friends for sharing info and seeking guidance makes Hispanics natural players in the new consumer-driven social media. Hispanics influence, and are influenced, through peers more than their general market counterparts. Social networks offer a way to communicate with family and friends with whom they are geographically separated.
A 2009 study by the Captura Group examined data from the Florida State University Center for Hispanic Marketing Communication with the support of DMS Research. Their national online sample examined nearly 2,500 people equally divided among the following cultural groups: Hispanics who prefer English, Hispanics who prefer Spanish, Non-Hispanic Whites, African Americans and Asians in the U.S.
The findings show the importance of utilizing social media in building interaction with the Hispanic market, and supported the growing awareness that one does connect with Hispanics through English language platforms.
Visits to social networking sites at least two to three times per month: English-Preferring Hispanics, 36%; Spanish-Preferring Hispanics, 27%; African Americans, 26%; Non-Hispanic Whites, 18%.
Regular Visits to MySpace: English Preferring Hispanics, 44%; Spanish Preferring Hispanics, 35%; African Americans, 29%; Non-Hispanic Whites, 22%.
Other findings included: (1) Overall Hispanic visits to social networking sites outnumbered Non-Hispanic Whites by 63% vs 18%; (2) English Preferring Hispanics were at least twice as likely to visit these popular sites than Non-Hispanic Whites; (3) English Preferring Hispanics outnumbered Spanish Preferring Hispanics; and (4) Users 36 years old and older were nearly twice as likely to be English Preferring Hispanics (24%) vs Non-Hispanic Whites (13%).
The web offers few cultural or in-language options for ethnic minorities. This has fueled the trend for tapping social networks to generate original content. Companies such as Honda have long understood, embraced and ultimately been rewarded by their long-term loyalty of this market. When the automobile giant adopted a Hispanic effort in 1989, they saw a Hispanic Honda sales increase of 270% over the next 10 years. These active efforts have continued and include online campaigns to target Latino consumers. Ads promoting targeted models directed consumers to the Honda website, where they were then able to research all models in English or Spanish.
The Hispanic market is 60% bilingual., with 20% dependent on either English or Spanish. Hispanics originate from 20+ countries; each bringing distinct language use and culture.
While few marketers proactively target ethnic minorities, even fewer connect through social media. This translates into a wealth of opportunities for those that can identify meaningful ways to connect.
O’Hara is VP of Boonton, N.J. ad agency S3, heading creative, production, online & Hispanic marketing.
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