Hispanics' presence on social media surpassed the average non-Hispanic average and brands are set to take advantage such as Facebook.

According to a Pew Research Center study, 80 percent of Hispanic adults in the United States (U.S.) use social media, which is 10 percentage points higher than the non-Hispanic Whites and African Americans' 70 percent and 75 percent, respectively. The aforementioned percentages are a substantial growth compared to February 2005's report that only 8 percent of U.S. adults used social media.

Latino Internet users admitted to using Facebook or other similar websites such as Twitter by more than two-thirds, or 68 percent. The Pew Hispanic Center's survey showed 58 percent of all U.S. Internet users use Facebook, Twitter, or another social networking website.

When it comes to branding, however, Latinos adults are more 25 percent more likely to follow a brand and 18 percent higher to follow a celebrity than the average online population.

As NPR noted, Hispanicize Chairman Manny Ruiz stated, "Social media represents the most powerful medium Latinos have ever had to find their voice and harness their growing strength socially, economically and politically."

"With these statistics in mind, Hispanic consumers have become the trailblazers for social media trends and the future of smartphones, mobile apps and website advertising -- and it's time for brands to invest accordingly," noted Forbes' Glenn Llopis.

Facebook, for example, has moved to utilize the Hispanic brand offering. The Mark Zuckerberg company has committed to serve as the "go-to online platform to help brands reach Hispanic consumers," per Forbes.

According to Facebook Latin America Vice President Alexandre Hohagen, 23 million Hispanics are active on the website every month and as a result hosts one of the largest audiences for Hispanic affinity in the U.S. based on Hispanic television and other digital platforms. Hispanics are also noted to access Facebook via mobile at a larger rate than the overall U.S. subscriber base.

"Businesses need to constantly think differently on how to connect with all consumer demographics," the Facebook Latin America vice president stated.

The U.S. Census Population Projections have estimated the U.S. Hispanic population to hit 128.8 million by 2060. As of July 1, 2013, the U.S. Hispanic population was noted at 55 million.

"As the online market continues to grow, Facebook will help businesses understand how to reach this important audience with flexible, creative campaigns to drive meaningful results," added Hohagen.

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