Instagram is more popular for Latinos and African-Americans than it is for whites, according to Pew Research.
According to USA Today, a survey on Latino, African-American and white adults found that eight out of 10 Internet-connected adults in those ethnic groups use at least one of the five main social networks: Facebook, Instagram, LinkedIn, Pinterest and Twitter.
Facebook is the most widely used among all three of the ethnic groups, but Instagram is more popular with Latinos and African-Americans than it is with white adults. Of those surveyed, 21 percent of whites use Instagram. That is far less than the 38 percent of African-Americans who said they use it and about a third of Latinos who said they are users of the social media platform.
Whites prefer Pinterest, with about a third of those surveyed saying they use it. Only 12 percent of African-Americans and 21 percent of Latinos say they use Pinterest.
Twitter was the most equally used form of social media among the groups. Approximately one in four Latinos and African-Americans use Twitter, while 21 percent of whites use the service.
Finally, Latinos were found to represent 18 percent of LinkedIn members. African Americans and whites, on the other hand, use the business social media site “about equally,” according to USA Today.
Pew conducted the survey in September, polling 1,445 Internet users.
Latinos use social media more than whites and African Americans, according to 2013 Pew research. The research shows that 80 percent of Hispanic adults in the U.S. use social media compared to 70 percent of whites and 75 percent of African-Americans.
Twitter is seeing the growing trend of minorities using social media as well. In January, it was reported that Twitter hired Nuria Santamaria to be the company’s multicultrual strategist. Santamaria was tasked with targeting black, Latino, and Asian-American users.
What do you think about this research? Should social media companies be focusing on Latinos and African-Americans when putting out advertisements and creating targeted messages or tweets?
–Courtesy of Latin Post