AdWeek illustrated some great data recently published by Pew Research Center, the first of its kind study that analyzes social media use by various demographics.  A strong majority of internet users, 67 percent, are active on social media platforms like Facebook, Instragram and twitter. Yet, who and how social media is used varies greatly from groups to group. Twitter is popular with internet users 18-29 and Hispanics and blacks. Instagram is particularly appealing to Hispanics, blacks and women.. Though I published the results of the survey a few weeks ago, this infographic was too good, that I had to share.





A new study from Pew Research looks at who uses social media and found the minorities have a higher use of social networking platforms compared to their white counterparts. This latest study on the state of social media is the first reportable data of Pinterest, Instagram and Tumblr allowing comparison among demographics – white, African-Americans and Hispanics. Among the most popular social sites Hispanics and Blacks over-indexed as social network users.

The breakdown for:


16% of all Internet users use Twitter


Men – 17%

Women – 15%



White – 14%

Black – 26%

Hispanic – 19%


15% of all internet users use Pinterest


Men – 5%

Women – 25%


White – 18%

Black – 8%

Hispanic – 10%


13% of all internet users use Instagram


Men – 10%

Women – 16%


White – 11%

Black – 23%

Hispanic – 18%


6% of all internet users use Tumblr


Men – 6%

Women – 6%


White – 6%

Black – 5%

Hispanic – 8%

Read the full report at Pew Research.

While Facebook is the most used social media website (67% of internet users), the report did not release race/ethnicity specific data. A 2009 study found that white and Asian-Americans over indexed on Facebook. The company is making changes to attract a more diverse user base.

In 2011 Pew Hispanic released a study on Hispanic use of the internet – “Latinos and Digital Technology”. Other reports define Hispanics as early adopters of social media and outpace other demographic groups in the United States in the use of social networking sites. Check out this blog post from 2011 for more.


A new initiative between the FCC and the private sector will help reduce the digital divide in America at “zero cost to taxpayers”. The FCC and Connect to Compete, a national private and nonprofit sector partnership, will provide low-cost computers and high-speed broadband Internet service in the homes of low-income students and families.

According to the Pew Research Center, one-third of all Americans — 100 million people – have not adopted broadband high-speed Internet at home, creating a “digital divide,” especially in rural communities as well as among low-income blacks and Hispanics.

This morning POLITICO’s Playbook reported :

NETWORK NEWS ALERT: FCC today to announce $9.95/month broadband Internet to the homes of all school-lunch-eligible families, plus $150 refurbished computers (very powerful, shipped to the home, with Microsoft Office, Windows 7, tech support and warranty.

–“FCC & ‘CONNECT TO COMPETE’ TACKLE BARRIERS TO BROADBAND ADOPTION : NEW LOW-COST BROADBAND AND COMPUTER OFFERINGS FOR ELIGIBLE SCHOOL LUNCH CHILDREN & THEIR FAMILIES — $4 BILLION, UNPRECEDENTED IN-KIND OFFER FOR UP TO 25 MILLION AMERICANS — BUILDS ON FCC’S DIGITAL LITERACY ANNOUNCEMENT — BIGGEST EFFORT EVER TO HELP CLOSE THE DIGITAL DIVIDE: In May 2011, Chairman Genachowski challenged the broadband ecosystem to help close the adoption gap. Today, at a public school in Washington, D.C., Chairman Genachowski applauded executives and nonprofit leaders from leading Internet service providers, technology companies and nonprofits for their unprecedented multi-billion dollar in-kind commitments to empower millions of families with broadband Internet, PCs, and digital literacy training, with zero cost to taxpayers.”

While Hispanics are early adopters of technology and have a high use of social media, they are more likely to get access to the Web from a cellphone and not from a home computer with Internet-connection, an indicator that they are using the cheaper mobile devices to overcome the digital divide.

Only 45% of Latinos have broadband internet access in their home compared

We Hispanics are a complicated people. It’s not easy to categorize a group of humans from so many countries, cultures, social and economic levels. Yet, there are many common demonstrators to help better understand U.S. Latino trends.

Here is a great piece from MediaPost’s”Engage:Hispanics” blog called “Defying Easy Categorization: Latinos And Communication Technology.’

It highlights three recent reports providing different data on the use of communication technology by Latinos.

The author, Andrew Speyer, warns readers that the challenge is “to avoid oversimplifying and to think flexibly and holistically about how Latinos use communication technology today.

As communicators try to better connect with the diverse Latino community, it’s vital to understand the complexity of Hispanics and how various generations of Latinos consume data and messages.

Some additional data to think about:

Latinos are early adopters to social media and are using the technology in fascinating ways. During my cross-country road trip with my dad last month I blogged about how my cousins living on the border town of Reynosa, MX / Hidalgo, TX, use Facebook and Twitter to avoid shootings and stay safe in the midst of a drug war.

I recently saw this great piece by Democratic Strategist Maria Cardona, in on how Latinos are using various social media platforms to connect. This article originally appeared in LATINO Magazine

“Latinos and Social Media”

It’s hard not to speak of Latinos and social media in the same sentence these days. Perhaps the biggest story to come out of 2011 will be that the U.S. Latino population surpassed 50 million, but close behind that is the story of how social media is helping turn that raw number into empowerment for Latinos.

Recent studies show that Latinos outpace other demographic groups in the United States in the use of social networking sites, especially via their mobile devices and they’re not slowing down, for a number of reasons. In 2010, 87 % of English speaking Hispanics owned a cell phone compared to 80 percent of whites, according to a study by the Pew Internet and American Life Project. The same study found that 18% percent of Hispanics online use Twitter compared to just 5% of whites—that might explain why I see a spike in Twitter followers every time I tweet in Spanish. And a Nielsen study also found that 62% of Hispanics online engage in social networking activities versus 38% of whites.

Why are Latinos such social mediaites? Because the power of social media is profound. Latinos are increasingly using social media because it has many functions and they are taking advantage of them more than ever to advance their position in American society. Social media is crucial for Latinos’ growth and prosperity in this country in all aspects, from staying connected with family and friends, to searching for jobs and growing their businesses, and for entertainment and civic engagement…

Read the full piece at

Understanding the Latino community can be as complex as trying to learn Spanish in one day. Thanks to fellow Latina blogger Michelle Ruiz and Telemundo, here is some interesting data on young Latinos to help comprehend the much sought after demographic.

Ruiz attended, “NBC Unidos,” where  Millie Carrasquillo, Senior Vice President of Telemundo Media Research shared data from their study “GenYLA: Generation Young Latino Americans.” The “GenYLA” study  was conducted by the Telemundo Communications Group on the current state of Young Latino Americans (YLAS), ages 18-34.

The study provides some great data on how young Latinos are mobile, technologically savvy and über connected. Some data directly from the study, Young Latino Americans (YLAS), ages 18-34:

“YLAS are the always-connected generation.

YLAS are multi-taskers. YLAS are always consuming high levels of anything technological: 94% have access to the Internet at home; 84% Have high-speed internet; and 87% stream video content, with another 73% that listen to music on the internet. Laptop ownership has taken precedence over desktop, with 73% that own a PC or a Mac.

With a huge strength in mobile usage, a high percent (87%) of YLAS cannot live without it. YLAS are great multi-taskers as many of the activities they focus on are also centered among an online environment. While a majority they told us they eat while watching television (80%), they also text (61%), talk on the phone (60%) and surf the web (50%).”

Below I posted some great notes taken by Ruiz. Statistics on Latinos pulled from Ruiz’s full post: What You Need to Know About Latinos Aged 18-25 and Why It’s Critical to Your Business

  • When describing themselves as Latinos, they use country of origin (Mexican, Puerto Rican, Cuban, etc)
  • Describe themselves in this order: Country of origin, American, then Latino
  • 62% of Hispanics are born in the U.S.
  • Demonstrate fluidity in language and slide back and forth between Spanish, English and Spanglish – primarily speak Spanish at home and with family, and English at work, school and with friends.
  • Live bilingual, bicultural lifestyle

A new and first-ever survey by Pew Research on Twitter users states that Latinos love the micro-blogging site.  Apparently 18% of Hispanics use Twitter compared to 5% of white web users and 13% of black web users. The survey demonstrated that hablando in 140 characters or less was particularly popular with women, young adults, minorities, and those who live in cities. ( … Just saying I love to twitter and I am a”young” Latina living in a major American city..)

The UK’s Guardian published the findings and highlighted some interesting facts on Twitter users:

• Of the online population, 10% of women and 7% of men use Twitter.

• 14% of 18-29 year olds use Twitter compared to 7% of those aged 30-49.

• 18% of Hispanics use Twitter compared to 5% of white people and 13% of black web users.

• 11% of those in urban areas use Twitter compared to 5% in rural areas.