Cultural conversations thrive at the intersection of social media and search. Some consumers use social media to engage in external dialogue in the “public square” of society. While others look to validate their points of view without public scrutiny by typing inquiries into search. Collectively, these shared experiences provide a window into factors driving cultural shifts that impact consumer behavior and, ultimately, purchase decisions.
The state of social media in 2019 is one of seemingly conflicting data points. We are more addicted to social media than ever, yet privacy concerns are driving us to seek sanctuary in private messaging apps like WhatsApp. Almost 30% of adult social media users are “under the influence” of social media influencers. Yet, a third of users feel like brands take advantage of them when they’re on the platforms. This dichotomy is the playground on which digital marketers find themselves where engaging consumers isn’t just a game of numbers, but one of strategy and sensitivity to growing privacy concerns.
Latino consumers are younger than the general population, according to Pew Research Center, more digitally connected, according to Think Now Research, and lead the pack in social media usage. According to the 2018 Multicultural Digital Report, at 8:00 p.m. every night, for example, a whopping 70% of Latinos in the $75K-plus income bracket are on social media. This compares to just 55% of non-Hispanic whites in the same earnings segment. Hispanics, along with Asians (each 69%), lead all ethnic groups in daily Facebook usage. Latinos are also top subscribers on Instagram (45%) and Snapchat (34%). And they outperform other groups in using Instant Messenger (62%) and in streaming music (47%).
Affluent U.S. Hispanics Drive Daily Usage of Top Social Media Platforms U.S. Hispanics earning $75,000+ a year significantly over-index on key digital and social media measures when compared to non-Hispanic Whites. From the platforms they use to what they do when they get there, Hispanics are “always on,” depending heavily on their smartphones to keep them connected to family and friends, to research brands, and to make purchases. In our new report, Social Media & Digital Usage in 2018, we partnered with mitú to take a closer look at the latest social media and digital trends across all U.S. consumers, specifically examining attitudes and activity by ethnicity and race, income and daypart.
Big data, social listening, machine learning and AI are all affecting the market research industry in new and exciting ways. The mind-bogglingly large datasets generated by the digitization of our lives are presenting market researchers the richest data trove ever created by humanity. The sheer abundance of data has prompted many to question whether we’ve entered a “post-survey era” where it no longer makes sense to field quantitative surveys with hundreds or thousands of respondents when data is available on millions.
The escalation of rumors that DACA was to be rescinded caused shockwaves throughout the Latino community and beyond. When Jeff Sessions made the official announcement terminating the program, the backlash was loud and swift. Flash-forward to present day fraught with rumors that President Trump may be open to keeping a variation of DACA, pundits, detractors, and supporters alike have labeled him a political flip-flopper. That may or may not be true, but what stood out to me as a market researcher is how Trump has used the ultimate pulpit – the internet – to test ideas and measure a nation’s response.
As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.