Latinx Influencers: The Digital Community that Keeps Growing
The number of U.S. Hispanic content creators on the internet is rising, and personalities like YouTube gamer Ruben Dobles Gunderson (with 28 million subscribers) and beauty guru Dulce Candy Ruiz (with over 2 million subscribers) are bringing Latinx* visibilIty to the forefront. But the overwhelming engagement with influencers like Dobles and Ruiz isn’t surprising, however, when you consider that Hispanics in the U.S. spend more time on social networking sites than their non-Hispanic White counterparts.
In fact, our recent Hispanic consumer report, which explores the digital lives of Latinx consumers, states that 52% of U.S. Hispanics 18 and older spend at least one hour per day on social networking sites (compared with 38% of non-Hispanic Whites) and 24% spend three or more hours per day (compared with 13% of non-Hispanic Whites).
Latinx consumers aspire to be well connected; they also like to influence their friends, family and colleagues when it comes to their digital engagement. In their mission to stay in touch, dialogue and image-based social media have gained an important position. Across social platforms, the Hispanic community is more socially engaged than any other, with 77% saying they have used social media sites in the past 30 days. In terms of favorite platforms, Facebook leads the pack, as 66% of Hispanics 18 and older saying they have used Facebook in the last month. Runner-ups are Instagram with 36%, Google+ with 30%, Snapchat with 25% and Twitter with 18%. The Latinx community is also active on video platforms, with 58% saying they have logged in during the past 30 days.
Not only do Hispanics spend the most time on social media, but they are also five times more likely to share the content they consume in comparison to non-Hispanic Whites. This is especially true for U.S. Hispanics aged 18-49, who are more active when using YouTube, Instagram, Google+ and Snapchat.
But why are Hispanics spending so much time on social media in the first place? The most common reason for using social networking sites is to keep in touch with family and friends, closely followed by staying informed on their community, events, news, new friends or brands.
As consumers, motivation to stay online stems from the possibility of receiving exclusive offers, coupons or discount codes, as well as gaining access to VIP or members-only events.
As Hispanics become more connected, their role as influencers for important markets including beauty, food, and crafts grows. U.S. Hispanics’ ever-expanding influence over digital platforms and social media assures us that Dobles and Ruiz are early innovators in what will be a widespread Latinx digital revolution.
For additional insights, download our Descubrimiento Digital: The Online Lives of Latinx Consumers report.
*Nielsen uses the term Latinx to connote unspecified gender. The decision is a nod toward greater inclusion of women, LGBT+ and non-binary Hispanics and the growing popularity of the term in social media and academic writing.