A new study from OMD Latino found that 90 percent of online Hispanics use social media at least once a month and that 9 percent voice opinions about brands compared to 4 percent of general-market shoppers. In particular, their influence is felt in categories like home improvements, sweet snacks, household cleaning, fast food, healthcare and department stores, according to OMD.
The Omnicom media unit’s study, which surveyed 2,169 Hispanic and general-market social media users in November 2011, also found these consumers are active users of mobile social media when they shop, twice as likely as the general market to check such sources while they consider purchases.
“[They’re also] more active in post-shopping, when they’re more likely to post a review or share their experience,” said author Pamela Marsh, director of custom research and insights at OMD. “They influence others’ purchase decisions and are equally influenced by others as they make their choices.”
Source: AdWeek
