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Hispanics Most Avid Social Network Users

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In the US, Hispanics are more likely than blacks and Caucasians to log in to various social networking sites on a daily basis or more often, according to a new American Pulse Survey from BIGinsight.

Among online adults surveyed, Hispanics are roughly three times more likely than Caucasians to log in to LinkedIn at least daily (15.5% vs. 4.8%), and they are more than two times more likely than Caucasians to log in to Twitter (35.4% vs. 12.6%).

 

Moreover, online Hispanics are nearly twice as likely as online blacks to log in to Foursquare at least daily (13.2% vs. 7.2%), and they are nearly five times more likely than Caucasians to do so (13.2% vs. 2.8%).

Below, additional findings from the American Pulse Survey, based on a poll of 3,349 online adults in the US.


Social Media Adoption by Ethnic Group

Blacks are most likely to use Facebook: 85.5% report having an account, compared with 80.0% of Hispanics and 80.9% of Caucasians.

But Hispanics are more likely than blacks and Caucasians to have accounts on Twitter, Foursquare, and Pinterest:

  • 60.4% have a Twitter account, compared with 59.5% of blacks and 35.9% of Caucasians.
  • 28.4% have a Foursquare account, compared with 17.9% of blacks and 9.9% of Caucasians.
  • 28.5% have a Pinterest account, compared with 17.3% of blacks and 15.0% of Caucasians. 

However, black Internet users report spending the most time online in a given day (7.2 hours per day, on average) compared with Hispanics (6.6 hours) and Caucasians (5.3 hours).

Blacks More Likely to Approve of Online Censorship

Americans appear divided about the issue of censorship: 36.5% of all online adults somewhat or strongly agree that offensive content should be censored on the Internet.

Blacks are more likely to approve of censorship (51.7%), whereas Hispanics (38.4%) and Caucasians (35.8%) are less likely to do so.

Regarding various types of content, over one-half of Hispanics (51.9%), blacks (62.5%), and Caucasians (56.7%) agree that racial slurs in both print and music/videos should be censored.

Though one-half of Caucasians (51.6%) would like to see pirated content blocked from the Internet, piracy is not a top concern for Hispanics (25.9%) and blacks (39.2%).

Hispanics list blocking full websites with offensive content (39.0%) as among their top 5 concerns, whereas blacks rank censoring foul language in print (49.5%) as a higher priority.

About the data: The American Pulse Survey is collected online twice a month covering topics such as politics, pop culture, and the economy. Some 3,349 online adults participated in first February American Pulse survey, February 13-20, 2012.


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Comments

  • by Colby Thu Feb 23, 2012 via web

    "However, black Internet users report spending the most time online in a given day (7.2 hours per day, on average) compared with Hispanics (6.6 hours) and Caucasians (5.3%)."

    Did you mean Caucasians spend '5.3 hours' online, not percent?

  • by Vahe, MarketingProfs Thu Feb 23, 2012 via web

    Hi, Colby. You're right. It should be hours... and it's been corrected. Thanks!

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