Hispanic consumers are more social, influential and impressionable online than non-Hispanic consumers, according to a new study commissioned by Unilever, Mindshare and ShareThis. The study, found that Hispanic consumers are twice as likely to either share content or click on shared content than Americans in general.
The research also showed that Hispanic consumers share via social media five times more often than non-Hispanic users, and content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. And Hispanic consumers are twice as likely to purchase the kinds of products they share about compared to non-Hispanic consumers who are only 1.3 times as likely to make a purchase compared to what they share online.
Finally, the data suggest that Hispanic consumers are also more influential on social media: content they share garners more “click-backs” (the act of clicking shared links to view the shared content) than content shared by non-Hispanic consumers.
Source: Greenberg, Karl. “Hispanic Consumers Are Social Media Catalysts” MediaPost. Feb. 20, 2014.