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.
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 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.
Overall, Hispanics adults are 7% more likely than the average US online adult to have one or more social networking profiles. According to April 2012 survey results from uSamp, about 7 in 10 Hispanic adults said they visit social media sites daily, with Facebook (90%) the most popular.
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