[New Report] Social Media & Digital Usage in 2018

April 10, 2018 Author: Mario X. Carrasco

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.

Social Media Usage by Platform in 2018

Insight #1: U.S. Latinos Drive Daily Usage of Top Social Media Platforms.

Key Findings/Implications

  • Hispanics and Asians are tied on daily usage of Facebook (69%).
  • Hispanics use IG nd Snapchat more frequently (daily) than Asians, African-Americans and non-Hispanic Whites. Asians use Twitter and YouTube more frequently (daily) than their counterparts.
  • Social Media is an important medium in reaching all consumers, particularly Hispanics, the largest ethnic group in the U.S. (estimated at 57 million).

Social Media Usage by Daypart in 2018

Insight #2: Always On: U.S. Latinos earning $75,000+ Use Social Media More Frequently Daily Across All Dayparts than NH-Whites Earning $75,000+

Key Findings/Implications

  • U.S. Hispanics are "always on" social media throughout the day and at higher levels than non-Hispanic Whites.
  • Across Hispanics and non-Hispanics Whites, the highest daypart for social media usage in Primetime (8pm+).
  • Social media is poised to compete with television during key dayparts.

Hispanic Social Media Insights by Age

Insights #3: Younger Hispanics drive engagement in Social Media and seek advice of friends when making purchase decisions at a higher rate than older Hispanics.

Key Findings/Implications

  • Younger Hispanics (18-34, 35-49) share more similarities in how they use social media an older Hispanics (50-64).
  • Social media provides the opportunity for younger Hispanics (18-34, 35-49) to engage one another and with brands
  • Social media in an important (and perhaps overlooked) medium in the path-to-purchase with Hispanics (see statement #3 and #4).

Download our detailed report here:

Download this study.