Ninety percent of online U.S. Hispanic community use social media one or more times per month, and 9% -- nearly twice the percentage of general-market shoppers -- post opinions about brands, finds study

Cindy Allen

LOS ANGELES , March 13, 2012 (Industry Intelligence) – According to a study by Omnicom Group Inc.’s Hispanic media unit, 90% of the online Hispanic community uses social media one or more time per month, and 9% post opinions about brands, AdWeek reported March 12.

This is nearly twice the percentage of general-market shoppers—4%—that post opinions about brands on social media sites.

The study noted that the prevalence of Hispanics’ social media use could be partially attributed to how cultural and language barriers evident in other forms of media can be erased by social media.

Hispanics, who are two times more likely than the general market to check social media networks while considering purchases, are also “more active in post-shopping, when they’re more likely to post a review or share their experience,” said Pamela Marsh, OMD director of customer research and insights as well as the study’s author.

March added, “They [Hispanics] influence others’ purchase decisions and are equally influenced by others as they make their choices.”

The influence of Hispanic consumers is particularly noteworthy in categories such as department stores, fast food, healthcare, household cleaning, home improvements and sweet snacks.

The study, which was conducted in November 2011, surveyed 2,169 general-market and Hispanic social media users.

The primary source of this article is AdWeek, New York, New York, on March 12, 2012.

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