Hispanics embrace social media such as Facebook, YouTube and Google+
more than the general population. But when it comes to sharing personal
information about themselves, Hispanics are more cautious, according to
survey results announced today.
uSamp, a leader in providing targeted audiences for global consumer
insights, engaged 650 members from its newly inaugurated Hispanic
panel, SuperOpinion.com,
to survey participants on their attitudes toward social media
compared to the general
population.
The survey, captured in an INFOGRAPHIC,
found that 90 percent of Hispanics are likely to be on Facebook compared
to 81 percent of the general population; 57 percent of Hispanics access
YouTube compared to 46 percent of the general population. Hispanics are
also overwhelmingly more likely to be on Google+, 47 percent compared
with 18 percent of the general population. The only social media
platform that Hispanics largely ignore is LinkedIn. Only 4 percent of
Hispanics surveyed said they use LinkedIn vs. 21 percent of the general
population.
"Social media is a natural fit for Latinos. Latinos, by nature, are
innovators. Social media allows us to create, recreate and take a shot
at building communities around content that we want," said Lance RÃos,
president and founder, Being Latino, Inc. "Secondarily, Latinos are very
loyal consumers. But in order to gain their trust, you have to assure
them that you are legitimate. Culturally we tend to be sensitive to
giving personal information so easily. Once trust is gained, Latinos
will usually open up."
While Hispanics participate in social media at a higher level than the
general population, they are more cautious about what they share.
The uSamp survey revealed that 65 percent of Hispanics are willing to
share their names on social media compared to 87.1 percent of the
general population. Hispanics are also more reluctant to post their
relationship status -- only 42.5 percent vs. 73.5 percent of the general
population.
Additional survey findings on willingness to share information on social
media include:
Political Affiliation: 29.5 percent of Hispanics willing to share vs.
53 percent of general population
Preferred Consumer Brands: 68 percent of Hispanics willing to share
vs. 77.4 percent of general population
Personal Photos: 35 percent Hispanics willing vs. 56 percent of
general population
Occupation: 49.3 percent Hispanics willing to share vs. 62.4 percent
general population
Birthdate: 36 percent Hispanics willing to share vs. 49.5 percent of
general population
Education: 59.7 percent Hispanics willing to share vs. 67 percent of
general population
uSamp is attending Hispanicize
2012 in Miami on April 10-13, 2012. For more information
on uSamp, visit http://www.usamp.com/.
