It's no secret that Hispanics represent one of the largest-growing ethnicities in the United States and that their purchasing power is constantly growing. Hispanic consumers are continuing to show this buying power online and most recently it has been through their presence on social media. A recent Adweek article focused on an OMD Latino study on Hispanics by Mi Comunidad indicated that 90 percent of online Hispanics use social media at least once a month. Not only are Hispanic consumers using social media to connect with friends but the study found that 9 percent voice their opinions on brands as compared to only 4 percent of general-market shoppers. It has been seen that these opinion-voicing consumers are sharing thoughts about brands in a variety of categories including home improvement, sweet snacks, fast food and health care.
As Hispanic consumers are voicing their opinions on products throughout social media sites, it is important for advertisers to connect with this ethnic group and tap into their large buying power.