Although Hispanics are more likely than the general population to have become members of a variety of social networks, they are less likely to want a share a host of personal information on these sites, according to [pdf] survey results released in April 2012 by uSamp. Comparing responses from a survey of its Hispanic panel to results from a general population survey it conducted in December 2011, uSamp found that the Hispanic respondents were far less likely to share information such as their name (65% vs. 87%), relationship status (43% vs. 74%), personal photos (35% vs. 56%) and political affiliation (30% vs. 54%), while also shying away from divulging their occupation (49% vs. 62%), and race or ethnicity (67% vs. 78%). Interestingly, they were more willing to share the brands they like (69%) than any other form of information identified.
According to a National Cyber Security Alliance (NCSA) and McAfee study released in November 2011, 51% of Americans are sharing less information on social media sites than they were a year ago. Read the rest at Marketing Charts.