They are the fastest growing miniority group in America. From Mediapost:
It's not hard for him to find followers these days.
The majority of online Americans now visit social networking sites, and Hispanics and other minorities continue to visit them more than non-Hispanic whites, according to the 2009 Multicultural Marketing Study by the Center for Hispanic Marketing Communication at Florida State University, DMS Research, and Captura Group.
The study also reveals that social media usage among Hispanics and other minorities continues to grow by double digits, with Facebook and MySpace leading the way. What's more, smaller social networking sites such as Hi5, Black Planet, Twitter and LinkedIn have strong appeal with certain ethnic groups.
Most online Americans visit social networking sites at least twice a month
In the past year, we found that usage of social networks across ethnic segments has grown exponentially. Marketers take note: most Americans now visit social networking sites and use them as increasingly important means for communication and information.
Percent of a given segment who visit a social networking site at least 2 -3 times per month:
- 62% of English-Preferring Hispanics, up from 46% in 2008
- 63% of Asian Americans, up from 42% in 2008
- 60% of African Americans, up from 33% in 2008
- 59% of Spanish-Preferring Hispanics, up from 35% in 2008
- 55% of Non-Hispanic Whites, up from 24% in 2008
Although ethnic minorities are still more likely to visit social networking sites when compared to Non-Hispanic Whites, the gap has closed considerably as social networking has become more popular.
Most ethnic segments now prefer Facebook over MySpace
In 2008, we found that MySpace held a firm lead over Facebook. Today, the tables have turned, and Facebook has become more popular among all of the ethnic groups that we analyzed with the exception of Spanish-Preferring Hispanics.
Percent of a given segment who visit Facebook (2009/2008) and MySpace (2009/2008) regularly:
| English-Preferring Hispanics | Facebook (44%/18%) | MySpace (41%/44%) |
| Asian Americans | Facebook (55%/18%) | MySpace (29%/31%) |
| African Americans | Facebook (42%12%) | MySpace (40%/29%) |
| Spanish-Preferring Hispanics | Facebook (36%/13%) | MySpace (41%/35%) |
| Non-Hispanic Whites | Facebook (43%/7%) | MySpace (31%/22%) |
Social media preferences are beginning to fragment among minorities
When considering a social media strategy, marketers should take note that ethnic groups have preferences between social networking sites. Consider the case of Hi5, a social media site with a strong presence in Latin America. Its success in the southern hemisphere has made it extremely popular with Spanish-Preferring Hispanics in the U.S. who want to connect with family members back home.
Today, Hi5 competes with both Facebook and MySpace among Spanish-Preferring Hispanics (29.1% usage versus 36% and 41%, respectively).
These findings are important because as social networking has become ubiquitous, specialized sites have become viable options for advertisers looking to target ethnic audiences.
Percent of a given segment who visit Hi5 and Black Planet regularly (2009):
| English-Preferring Hispanics | Hi5 (6.1%) | Black Planet (2.4%) |
| Asian Americans | Hi5 (5.0%) | Black Planet (1.0%) |
| African Americans | Hi5 (4.8%) | Black Planet (17.2%) |
| Spanish-Preferring Hispanics | Hi5 (29.3%) | Black Planet (0.6%) |
| Non-Hispanic Whites | Hi5 (0.4%) | Black Planet (0.0%) |
Asian Americans are twice as likely to use LinkedIn and Twitter
The 2009 study also included the usage of LinkedIn and Twitter. We found that both sites are still emerging and most popular among Asian Americans. We attribute the popularity of LinkedIn and Twitter among Asian Americans to higher income levels and technology adoption.
Percent of a given segment who visit Twitter and LinkedIn regularly (2009):
| English-Preferring Hispanics | LinkedIn (7.2%) | Twitter (6.7%) |
| Asian Americans | LinkedIn (14.5%) | Twitter (10.8%) |
| African Americans | LinkedIn (4.2%) | Twitter (6.6%) |
| Spanish-Preferring Hispanics | LinkedIn (0.9%) | Twitter (2.6%) |
| Non-Hispanic Whites | LinkedIn (7.1%) | Twitter (5.6%) |
More growth expected for 2010
In the past year, usage of social networking websites has exploded among all ethnic groups and we expect this trend to continue. While preferences of certain social networking sites might change over time, social media promises to remain relevant for all ethnic groups.
People such as José Hernández can expect many more followers. For marketers, the sky should also be the limit.
 | Lee Vann is founder and CEO of Captura Group Captura Group. For nine years he has led Hispanic interactive initiatives for clients including the U.S. government, Allstate Insurance Co., Century 21, PayPal and Ford Motor Co. Reach him here. |
 | Felipe Korzenny is the director of the Center for Hispanic Marketing Communication at Florida State University and senior strategy consultant at Captura Group. He has over 30 years of Hispanic marketing experience and has published six books, nearly 100 publications on communication and culture and is a prominent nationwide speaker. Reach him here. |
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