According to a market research study conducted by BIGinsight in February 2012, U.S. Hispanics spend significantly more time on social media than the average American Internet user. On any given day, 26.8% of Latino users are active on social media sites for upwards of six hours, while just 8.5% of all Internet users spend that amount of time on social media. While the big players like Facebook and Twitter garner plenty of attention from Latino users, interestingly, Hispanics are also more willing to visit some of the smaller social media sites such as Pinterest, foursquare and LinkedIn. For example, while just 4.9% of white users reported visiting LinkedIn on a daily basis, 15.5% of U.S. Hispanics log in to the site at least once a day. Understanding the social media usage patterns of Latino Internet users is vital to connecting with this key demographic and to creating meaningful relationships with customers.
For more information, take a look at this article by eMarketer.
