Unacculturated Hispanics—those who speak Spanish fluently and are not very comfortable speaking English—are driving that social app usage. Nearly 70% of unacculturated US Hispanic internet users surveyed in December 2013 by Latinum Network reported that a social media app was one of their top three used apps. Just 51% of acculturated and 60% of bicultural Hispanics said the same.
It’s a similar case with messaging apps such as Facebook Messenger and WhatsApp, indicating that unacculturated Hispanics likely rely more on these social platforms to keep in touch with family and friends in their countries of origin. Some 52% of unacculturated Hispanics said that a messaging app was among their top three used apps, compared with 17% of acculturated and 36% of bicultural Hispanics. Read the rest at eMarketer.