American Social Network Adoption By Race/Ethnicity, 2013-2019 [TABLE]
While social networking’s popularity extends across ethnicities, conventional wisdom is correct in saying it is particularly important for US Hispanics. It’s not that they overindex as users of social networks across the board, but rather that social networking plays a distinct role in their digital activity, according to a new eMarketer report, “US Hispanics: What’s True, What’s Not True and What’s Sort of True in 2015.”
eMarketer estimates that 76.6% of US Hispanic internet users will access social networks at least monthly this year, vs. 69.4% of all US internet users. When one factors in the below-average internet penetration among Hispanics, however, this disparity mostly disappears when calculated as percentages of population, at 56.5% vs. 56.1%.
One caveat: The above-average proportion of young children in the US Hispanic population tends to depress its overall social network user penetration. Ten years from now, many Hispanics currently too young for Facebook and other social sites will be using them and pushing those numbers upward. Read the rest at eMarketer. Read the rest at eMarketer.