Page 32 - Hispanic Market Guide 2022

Social Media In general, Facebook reigns king among Hispanics. However, they overindex on the international connection capability of WhatsApp and youth-fueled Snapchat and TikTok. Target % Index Platform Facebook 70.2% Instagram 53.5% Pinterest 31.6% WhatsApp 29.5% Snapchat 28.2% TikTok 26.3% Twitter 25.7% LinkedIn 21.6% Reddit 16.4% tumblr 5.3% 98 119 111 203 136 133 94 81 87 116 Use of Social and Messaging Platforms Hispanics 18–34 Adults 18+ Instagram Snapchat Twitter Telegram Messenger 69% 53% 50% 29% 30% 25% Young Hispanics ages 18-34 are over 2x likely to use Whatsapp and Telegram as the general Facebook Messenger 65% 69% Whatsapp Messenger 47% 20% Discord (for Gamers) 18% 12% Daily time spend per media user, minutes, 18+ 25 Discord (Chat for Gamers) 18 31 23 62 41 Adults 18+ 20 27 25 Instagram Afro-Latino Hispanic 14% 7% population and are heavy users of Instagram and Discord. Hispanics and Afro-Latinos spend more time with almost all social apps and messaging services. Copyright © The Nielsen Company “Inclusion, Information, and Intersection: The Truth about Connecting with U.S. Latinos” 2022 8 11 9 Telegram Messenger Whatsapp Messenger Misinformation poses a threat to Hispanics, who are particularly vulnerable due to a greater reliance on social media and messaging platforms. Much of the content, both user-generated and shared, is in Spanish, Spanglish, or colloquial Spanish, challenging conventional fact-checking and content moderation procedures to keep up. 32 HMC 2022 HISPANIC MARKETING COUNCIL