2. Methodology
The purpose of the study is to better understand the online social behaviors of
Hispanic consumers – what they share online, how they share it, who they
influence, and how all of this can give us insight into their offline purchase
behaviors.
Over the course of 4 months, ShareThis collected online social behavior data from
over 42 million unique users logging nearly 70 million sharing events. We then
cross-matched each user with a database of 30 million offline purchasers across
every major CPG, Retail, Finance, and Auto category.
In order to build a multi-dimensional profile of the Hispanic audience, we broke out
the broader Hispanic segment into three sub-segments (General, Moms, and
Millennials) and compared all results to non-Hispanic users in our network.
2
3. A few terms and definitions….
For the purposes of this study, Hispanic users were defined based on a combination of self-identification
sources including surveys, census data, DMV registrations, public records, and verified demographic data
from leading verification companies.
A share refers to the specific act of posting a piece of web content on a social channel,
such as Facebook or Twitter.
A click-back is a page view triggered by clicking on content shared by someone in your
network.
Consumption of web content refers to the aggregate number of page views, including
those from searches and click-backs.
Engagement is calculated by dividing the number of users who performed a specific action
(e.g. sharing) by the total number of users.
3
5. Hispanics are more social, more
influential, and more impressionable
online, especially within certain target
content categories
Hispanics are twice as likely to share, and each user
shares 5 times as often
Shares by Hispanic users are 35% more likely to be
clicked on
Hispanics are much more social with content about
family, food, and culture
5
6. Despite the many differences in sharing
behaviors between Hispanics and nonHispanics, we find that these behaviors
converge among younger generations
Hispanics use Pinterest and Twitter less often, preferring to share via email
and blogging channels
Hispanics consume plenty of content on mobile devices, but they’re
generally less inclined to actually share on these devices
However, sharing behaviors converge in younger generations:
Hispanic Millennials are more inclined to share on mobile, and more likely
to use Twitter and Pinterest
6
7. Among Hispanics, the correlation
between sharing and purchase
behaviors is more pronounced.
Hispanics are more likely to take to the web to read and
share CPG-related product reviews, opinions, and advice
…and more likely to purchase the products they share
about. Purchase lift among Hispanic sharers is 50%
higher than it is among non-Hispanics.
7
9. Hispanics are generally twice as likely to share content
online, and each user shares 5 times as often
Average number of sharing
events per user:
Social Engagement
% of total users who shared or clicked back on
shared content
2.1x
65%
5.0x
1.9
31% of users clicked back
on shared content
17%
7%
0.4
Hispanics
Non-Hispanics
of users shared content
Non-Hispanics
9
Hispanics
10. In terms of content consumption, Hispanics are broadly
in line with the rest of the web. Arts & Entertainment,
Family, and Sports are the most searched and viewed
categories
User Engagement - Consumption:
% of total users who viewed content
% Hispanics
100%
Index vs Non-Hispanics (Base: 100)
98%
75%
107
127
131
95%
82%
50%
124
75%
112
112
112
100
71%
69%
89
83
62%
59%
75
56%
54%
93
95
53%
50%
49%
90
38%
25%
0%
(an index value of 110 means Hispanics are 10% more likely to consume content than non-Hispanics)
10
11. When it comes to sharing, however, we find that
Hispanics are more vocal about family, food, and culture
User Engagement - Sharing:
% of total users who shared content
% Hispanics
Index vs Non-Hispanics (Base: 100)
40%
256
223
30%
20%
10%
187
214
207
30%
184
32%
27%
123
21%
148
126
135
108
24%
18%
172
18%
14%
16%
15%
12%
0%
11
123
109
14%
11%
10%
12. Moreover, Hispanics are more influential across the
board, especially when it comes to the content they
share the most
Influence – Click-backs per Share:
Hispanics
Index vs Non-Hispanics (Base: 100)
40.00
30.00
168
143
141
129
115
155
150
128
35.0
123
28.9
20.00
21.3
133
123
134
103
24.5
20.3
16.8
146
20.0
19.8
17.4
15.7
17.3
14.9
10.00
12.5
10.5
0.00
On average, shares by Hispanic users are 35% more likely to be clicked on than shares by non-Hispanic users.
12
13. Compared to the rest of the web, Hispanics are less likely
to share on Twitter and Pinterest, and twice as likely to
use email
Moreover, they’re nearly 50% more likely to use blogging channels such as Tumblr and Blogger,
both for sharing and viewing shared content.
Social Channels:
Top Social Channels Indexed
Over non-Hispanic users
% of total shares,
Hispanics (outer) and Non-Hispanics (inner)
Email
Facebook
1.95
10.2%
Email
7.6%
4.3%
Pinterest
5.3%
Tumblr/Blogger
5.3%
6.0%
8.0%
5.9%
Other
Facebook
12.9%
Twitter
0.99
Tumblr / Blogger
1.43
62.0%
61.2%
Pinterest
11.4%
Twitter
0.72
0.66
Benchmark: Non-Hispanic users
This may be an indication that they prefer to share content via more intimate, personally-curated social
channels.
13
14. Despite consuming plenty of content on mobile devices,
they’re generally less inclined to use them to share such
content
For Hispanics, mobile makes up 17% of total content consumption, but only 7% of sharing
activity.
Mobile Consumption:
Mobile Sharing:
iPhone
% of total content consumed
% of total content shared
Tablet
19.6%
Android
6.4%
15.5%
13.6%
6.2%
6.2%
8.1%
7.2%
5.8%
3.3%
3.9%
1.0%
5.1%
Hispanic
3.5%
2.8%
3.5%
Non-Hispanic
Hispanic
Non-Hispanic
Mobile adoption among Hispanics continues to outgrow the rest of the population, but mobile as a sharing
platform has a ways to go.
14
15. This may be driven in part by a lower affinity toward
mobile-friendly content
Hispanics are less likely to share pictures, videos, and interactive content, and less likely to do so
on platforms like Pinterest and Twitter, which normally drive a disproportionate amount of
mobile sharing.
Top Content Shared on Mobile:
Social Channels Used on Mobile:
% of users mobile users who shared content
% of total shares,
Hispanics (outer) and Non-Hispanics (inner)
0%
5%
10%
15%
20%
Family & Parenting
Facebook
Culture & Religion
Politics & Government
2.9%
3.4%
Email
Hispanics
Non-Hispanics
Twitter
Pinterest
Food & Drink
Tumblr
Style & Beauty
Linkedin
Other
Sports
5.2%
4.9%
7.4%
4.1%
1.3%
1.1%
18.9%
4.1%
13.6%
60.3%
0.7%
72.1%
Arts & Entertainment
Home & Garden
In general, we find that sharing behaviors vary greatly from device to device. This is not the case for Hispanics,
who use mobile in much the same way as they use their desktops.
15
16. However, this changes when we look into younger
generations, whose mobile sharing tends to
converge with the rest of the web
This may be an indication that mobile has been slower in crossing generational barriers for
Hispanics.
Top Content Shared on Mobile
Mobile Sharing:
% of users who shared on mobile
% of total content shared
Hispanic Millennials
Non-Hispanic Millennials
0%
10%
iPhone
Tablet
15.9%
15.5%
Android
Style & Beauty
5.9%
Food & Drink
6.2%
Technology
Health & Fitness
6.2%
5.1%
Sports
Arts & Entertainment
3.8%
4.2%
Travel & Leisure
Hispanic Millennials
Non-Hispanic Millennials
Business
16
20%
30%
40%
17. Moreover, broader
sharing behaviors for
Hispanic Millennials are
much more aligned with
the rest of the web
Top Social Channels:
% of total Millennials sharing,
Hispanic (outer) and non-Hispanic (inner)
Facebook
9.8%
Email
2.7%
Twitter
Pinterest
Hispanic Millennials use Twitter, Pinterest
and LinkedIn more often than average
Hispanic users. In fact, they’re even more
active on Twitter than their non-Hispanic
counterparts.
Tumblr/Blogger
5.3%
4.9%
5.3%
6.9%
3.1%
5.2%
5.8%
4.6%
9.5%
LinkedIn
9.7%
Other
17
64.8%
62.3%
18. This holds true when it comes to the type of content
consumed by Millennials
User Engagement - Consumption:
% of total Millennial users who searched or viewed content (including social views)
Hispanic Millennials
Index vs Non-Hispanics (Base: 100)
100%
98%
101
105
106
107
96%
104
97
75%
73%
83%
100
98
96
79%
97
99
95
96
79%
68%
76%
50%
102
59%
65%
62%
59%
58%
40%
25%
0%
18
19. …And the type of content they share
User Engagement - Sharing:
% of total Millennial users who shared content
Hispanic Millennials
Index vs Non-Hispanics (Base: 100)
60%
114
117
121
113
108
51%
50%
20%
111
111
112
119
120
114
111
118
46%
40%
30%
112
35%
33%
38%
36%
33%
37%
33%
31%
27%
28%
10%
0%
19
26%
26%
20. Among Hispanics, sharing behaviors strongly correlate
with purchase behaviors
Sharers of content related to specific product categories (e.g. fitness blogs and healthy foods) are more
likely to purchase such products than non-sharers. Hispanic sharers are about twice as likely to
purchase related products, compared to 1.3x among non-Hispanic sharers.
Social Purchase Lift:
Lift in purchase rate among frequent sharers of related content
Purchase Lift - Hispanics
3.0x
Purchase Lift - Non-Hispanics
2.5x
2.7x
2.0x
1.5x
1.0x
2.2x
2.1x
1.8x
1.6x
1.6x
1.5x
1.3x
2.1x
1.9x
1.3x
1.5x
1.4x
1.2x
1.0x
1.2x
0.5x
–
Children’s
Products
Health food
Personal Care
Frozen Foods
Baking
Sweets & Snacks
Beverages
Household
Supplies
Note: purchase data was derived from 33 leading retailers selling over 250 brands, representing approximately 60% of all products
sold in the U.S.. However, this does not include purchases from small independent grocery stores, which may represent a higher
proportion of purchases within the Hispanic audience
20
