Hispanics are growing their adoption of social media, and are more likely than the average online US adult to be socially connected in a number of ways, says Nielsen in an April 2012 blog post. In fact, they are 25% more likely than the average US online adult to follow a brand, and 18% more likely to follow a celebrity. They are also 21% more likely to post links, articles, videos, and websites, and 17% more likely to build or update a personal blog.
Tumblr Use Jumps 85% Y-O-Y
Hispanics’ preference for blogs is reflected by their increased access to various blogging platforms. According to Nielsen’s figures, unique Hispanic visitors (from home and work computers) to WordPress in February 2012 numbered 2.5 million, up 27% year-over-year, while unique visitors to Tumblr numbered 2.3 million, a dramatic 85% year-over-year increase. In fact, Nielsen notes that among the top social networks in the US, Tumblr has the highest concentration of Hispanic visitors.
Microblogging site Twitter also experienced a 32% jump in Hispanic unique visitors, to 3.4 million.
Facebook Most Visited SocNet
Facebook was the top US social network or blog accessed by Hispanics from their home and work computers in February, with 16.7 million unique Hispanic visitors, representing an 8% year-over-year increase. Blogger was next, at 5.6 million, growing 10% year-over-year, while LinkedIn was the least-visited of the the identified sites, at 1.8 million, though that represented 52% year-over-year growth.
According to the Nielsen report, Hispanics are the fastest-growing ethnic group to Facebook and WordPress, on a year-over-year basis.
Hispanics are less likely to have internet access at home than the average US adult (62% vs. 76%), but have increased their home broadband use by 14% in the past year, compared to the 6% growth rate of the general market.
Hispanic video viewers are 68% more likely than non-Hispanic white viewers to watch video on the internet, and 20% more likely to watch video on a mobile phone.
Hispanics are more likely than all other ethnic groups to download music and pictures on their mobiles.