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The latest advances in technology and the fact that Hispanics are quickly closing the gap in online access are creating an environment that is quite fertile for promoting biculturalism. Social media or networking sites give Hispanics the ability to remain in touch with their country of origin and connected to their culture, which is something that previous generations of immigrants didn’t have.
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Table of Content
Scope and Themes
What you need to know
Figure 1: Hispanics by level of acculturation, March 2014
Figure 2: Hispanics’ gender, age, household income, and language spoken by home, by level of acculturation, March 2014
Consumer survey data
Hispanics are actively using social media or networking sites
Figure 3: Incidence of social media usage, by Hispanic origin and age, November 2012-December 2013
Everybody ‘likes’ Facebook
Figure 4: Frequency of visits to social media sites – Once a week or more often, March 2014
Hispanics are seasoned social media users
Figure 5: Hispanics’ social media or networking websites, by age, November 2012-December 2013
Unacculturated and bicultural Hispanics driving usage growth
Figure 6: Hispanics’ social network usage change, by level of acculturation, March 2014
Younger Hispanics have more connections
Figure 7: Hispanics’ number of connections, by age, March 2014
Connections… are just connections
Figure 8: Hispanics’ connections considered close friends, by age, March 2014
Spanish-language is alive and well on social network sites
Figure 9: Use of Spanish among Hispanics’ connections in social network sites, by level of acculturation model, March 2014
Social networks keep Hispanics connected to their Hispanic roots
Figure 10: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
Hispanics ‘like’ brands on social media sites
Figure 11: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014
What we think
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Issues and Insights
To translate or not to translate? Spanish is alive and well on social networking sites
Does social networking equal Facebook?
‘Liking’ or recommending brands
Trend: Guiding Choice
Trend: Many Mes
Trend: Open Diary
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Parents are keeping their 2-5-year-olds entertained through traditional activities like reading and physically active play. Traditional gender roles influence the way that moms and dads interact with their children. Moms are more likely to shop with kids and try to play outside as much as possible. Dads lean toward self-directed play and the use of digital devices.
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