Table of Contents
Executive Summary
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- Hispanics are actively using social media or networking sites
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- Figure 3: Incidence of social media usage, by Hispanic origin and age, November 2012-December 2013
- Everybody ‘likes’ Facebook
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- Figure 4: Frequency of visits to social media sites – Once a week or more often, March 2014
- Hispanics are seasoned social media users
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- Figure 5: Hispanics’ social media or networking websites, by age, November 2012-December 2013
- Unacculturated and bicultural Hispanics driving usage growth
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- Figure 6: Hispanics’ social network usage change, by level of acculturation, March 2014
- Younger Hispanics have more connections
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- Figure 7: Hispanics’ number of connections, by age, March 2014
- Connections… are just connections
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- Figure 8: Hispanics’ connections considered close friends, by age, March 2014
- Spanish-language is alive and well on social network sites
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- 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
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- Figure 10: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
- Hispanics ‘like’ brands on social media sites
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- Figure 11: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014
- What we think
Issues and Insights
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- To translate or not to translate? Spanish is alive and well on social networking sites
- The issues
- The implications
- Does social networking equal Facebook?
- The issues
- The implications
- ‘Liking’ or recommending brands
- The issues
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Many Mes
- Trend: Open Diary
Marketing Strategies
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- Theme: Translations adapted to right cultural context
- NBA (National Basketball Association) – éne•bé•a
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- Figure 12: Link to éne•bé•a Facebook page, June 2014
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- Figure 13: NBA’s Noche Latina jerseys, March 2014
- Theme: Engage by facilitating the conversation
- Procter & Gamble – Nueva Latina Campaign
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- Figure 14: Link to Procter & gamble’s Orgullosa Facebook Page, June 2014
- Theme: Inspiring content that Hispanics can relate to
- Wells Fargo – Wells Fargo Works Project
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- Figure 15: Wells Fargo works project, May 2014
- But, what if comments are negative?
Hispanics and Social Media
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- Key points
- Hispanics are actively using social media or networking sites
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- Figure 16: Incidence of social media usage, by Hispanic origin and age, November 2012-December 2013
- A little of English is the great equalizer
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- Figure 17: Hispanics’ incidence of social media usage, by language spoken at home, November 2012-December 2013
- Hispanics use multiple devices to access the internet
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- Figure 18: Devices Hispanics used to access the internet in the past three months, February 2014
- Smartphones are common among younger Hispanics
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- Figure 19: Devices Hispanics used to access the internet in the past three months, by age, February 2014
- Everybody ‘likes’ Facebook
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- Figure 20: Frequency of visits to social media sites – Once a week or more often, March 2014
- Regardless of age, Hispanics users are engaged with Facebook
- YouTube #1 among Hispanics aged 18-34
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- Figure 21: Frequency of visits to social media sites – Once a week or more often, by age, March 2014
Social Media and Networking Usage
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- Key points
- Hispanics are seasoned social media users
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- Figure 22: Hispanics’ social media or networking websites, by age, November 2012-December 2013
- Unacculturated and bicultural Hispanics driving usage growth
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- Figure 23: Hispanics’ social network usage change, by level of acculturation, March 2014
- Usage increases significantly regardless of income
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- Figure 24: Hispanics’ social network usage change, by household income, March 2014
- Social media usage still has room to grow
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- Figure 25: Hispanics’ social network expected usage change, by level of acculturation model, March 2014
- Higher usage increase among Hispanics aged 25+
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- Figure 26: Hispanics’ social network expected usage change, by age, March 2014
Connections
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- Key points
- Younger Hispanics have more connections
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- Figure 27: Hispanics’ number of connections, by age, March 2014
- Bicultural and acculturated Hispanics have the most contacts
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- Figure 28: Hispanics’ number of connections, by level of acculturation, March 2014
- Connections…are just connections
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- Figure 29: Hispanics’ connections considered close friends, by age, March 2014
- Less acculturated Hispanics closer to their connections
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- Figure 30: Hispanics’ connections considered close friends, by level of acculturation, March 2014
- Hispanics connect with other Hispanics
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- Figure 31: Hispanics’ connections of Hispanic/Latino origin, by level of acculturation, March 2014
- Higher incomes may offer more opportunities to meet a more diverse group of people
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- Figure 32: Hispanics’ connections of Hispanic/Latino origin, by household income, March 2014
- Spanish-language is alive and well on social network sites
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- Figure 33: Use of Spanish among Hispanics’ connections in social network sites, by level of acculturation model, March 2014
- Younger Hispanics’ connections are more diverse
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- Figure 34: Use of Spanish among Hispanics’ connections in social network sites, by age, March 2014
Attitudes Toward Social Media
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- Key points
- Social networks keep Hispanics connected to their Hispanic roots
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- Figure 35: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
- Hispanics aged 25+ take interest in heritage
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- Figure 36: Attitudes toward social networks – Latin culture – Any agree, by age, March 2014
- Social media posts reflect who Hispanics are
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- Figure 37: Attitudes toward social networks – Lifestyle and feelings – Any agree, by level of acculturation, March 2014
- Older Hispanics more cautious about what they share
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- Figure 38: Attitudes toward social networks – Lifestyle and feelings – Any agree, by age, March 2014
- A perfect world: social network posts tend to be positive
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- Figure 39: Attitudes toward social networks – Image management – Any agree, by age, March 2014
- As income increases, so does the desire to control that others think
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- Figure 40: Attitudes toward social networks – Image management – Any agree, by household income, March 2014
Interaction with Brands on Social Networks
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- Key points
- Hispanics “like” brands on social media sites
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- Figure 41: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014
- 25-44s Hispanics more open to interact with brands
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- Figure 42: Attitudes toward social networks – Brands – Any agree, by age, March 2014
- Bargains or sales versus keeping their space
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- Figure 43: Interaction with brands on social networks, by acculturation model, March 2014
- Older Hispanics more protective of their space
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- Figure 44: Interaction with brands on social networks, by age, March 2014
Consumer Segmentation
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- Figure 45: Hispanic social media clusters, March 2014
- Social Positives (36%)
- Characteristics
- Opportunities
- Unfiltered Users (22%)
- Characteristics
- Opportunities
- Unacculturated Americans (22%)
- Characteristics
- Opportunities
- Shy Culturalists (20%)
- Characteristics
- Opportunities
- Cluster characteristics tables
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- Figure 46: Target clusters, March 2014
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- Figure 47: Frequency of visits to social media sites – Once a week or more often, by social media clusters, March 2014
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- Figure 48: Number of connections, by social media clusters, March 2014
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- Figure 49: Connections considered close friends, by social media clusters, March 2014
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- Figure 50: Connections not known well, by social media clusters, March 2014
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- Figure 51: Connections of Hispanic/Latino origin, by social media clusters, March 2014
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- Figure 52: Use of Spanish among connections in social network sites, by social media clusters, March 2014
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- Figure 53: Social network usage change, by social media clusters, March 2014
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- Figure 54: Social network expected usage change, by social media clusters, March 2014
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- Figure 55: Attitudes toward social networks – Any agree, by social media clusters, March 2014
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- Figure 56: Interaction with brands on social networks, by social media clusters, March 2014
- Cluster demographic tables
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- Figure 57: Social media clusters, by demographic, March 2014
- Cluster methodology
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Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 58: Population by race and Hispanic origin, 2009-19
- Figure 59: Population, by race and Hispanic origin, 1970-2020
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- Figure 60: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 61: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
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- Figure 62: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 63: Population, by gender and Hispanic origin, 2009-19
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- Figure 64: Age distribution of women, by Hispanic origin, 2014
- Figure 65: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 66: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 67: Marital status of Hispanics, by age, 2013
- Figure 68: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 69: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
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- Figure 70: Households, by presence and ages of own children, 2013
- Generations
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- Figure 71: Generations, by Hispanic origin, 2014
- Figure 72: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 73: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 74: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
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- Figure 75: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 76: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 77: Hispanic population, by region of residence, 2000-10
- Figure 78: Hispanic or Latino population as a percent of total population by county, 2010
- States with the most Hispanic population growth
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- Figure 79: States ranked by change in Hispanic population, 2000-10
- Figure 80: Percent change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 81: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 82: Internet use among Hispanics aged 18+, 2013
Acculturation
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- What is acculturation?
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- Figure 83: Acculturation diagram
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- Figure 84: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 85: Characteristics of primary acculturation levels
- What is retroacculturation?
Buying Power of US Hispanics
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- Key points
- Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
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- Figure 86: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 87: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 88: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 89: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 90: Median household income, by race and Hispanic origin of householder, 2012
Appendix – Other Useful Consumer Tables
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- Devices used to access the internet
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- Figure 91: Hispanics’ ownership or access to internet-equipped devices, by household income, February 2014
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- Figure 92: Devices Hispanics used to access the internet in the past three months, by gender, February 2014
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- Figure 93: Devices Hispanics used to access the internet in the past three months, by language spoken in home, February 2014
- Frequency of visits to social media sites
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- Figure 94: Frequency of visits to social media sites by Hispanics – Once a week or more often, by gender, March 2014
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- Figure 95: Frequency of visits to social media sites by Hispanics – Once a week or more often, by household income, March 2014
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- Figure 96: Frequency of visits to social media sites by Hispanics – Once a week or more often, by language spoken in the home, March 2014
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- Figure 97: Frequency of visits to social media sites by Hispanics – Once a week or more often, by level of acculturation model, March 2014
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- Figure 98: Hispanics’ social network usage change, by gender, March 2014
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- Figure 99: Hispanics’ social network usage change, by age, March 2014
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- Figure 100: Hispanics’ social network usage change, by language spoken in the home, March 2014
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- Figure 101: Hispanics’ social network usage change, by level of acculturation, March 2014
- Social network expected usage change
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- Figure 102: Hispanics’ social network expected usage change, by gender, March 2014
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- Figure 103: Hispanics’ social network expected usage change, by household income, March 2014
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- Figure 104: Hispanics’ social network expected usage change, by language spoken in the home, March 2014
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- Figure 105: Hispanics’ social network expected usage change, by acculturation model, March 2014
- Number of connections
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- Figure 106: Number of connections, by gender, March 2014
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- Figure 107: Number of connections, by age, March 2014
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- Figure 108: Number of connections, by household income, March 2014
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- Figure 109: Number of connections, by language spoken in the home, March 2014
- Connections considered close friends
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- Figure 110: Hispanics’ connections considered close friends, by gender, March 2014
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- Figure 111: Hispanics’ connections considered close friends, by age, March 2014
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- Figure 112: Hispanics’ connections considered close friends, by household income, March 2014
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- Figure 113: Hispanics’ connections considered close friends, by language spoken in the home, March 2014
- Connections not known well
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- Figure 114: Hispanics’ connections not known well, by gender, March 2014
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- Figure 115: Hispanics’ connections not known well, by age, March 2014
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- Figure 116: Hispanics’ connections not known well, by household income, March 2014
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- Figure 117: Hispanics’ connections not known well, by language spoken in the home, March 2014
- Connections of Hispanic/Latino origin
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- Figure 118: Hispanic’s connections of Hispanic/Latino origin, by gender, March 2014
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- Figure 119: Hispanic’s connections of Hispanic/Latino origin, by age, March 2014
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- Figure 120: Hispanic’s connections of Hispanic/Latino origin, by language spoken in the home, March 2014
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- Figure 121: Hispanic’s connections of Hispanic/Latino origin, by level of acculturation, March 2014
- Use of Spanish among connections in social network sites
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- Figure 122: Use of Spanish among Hispanics’ connections in social network sites, by gender, March 2014
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- Figure 123: Use of Spanish among Hispanics’ connections in social network sites, by household income, March 2014
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- Figure 124: Use of Spanish among Hispanics’ connections in social network sites, by language spoken in the home, March 2014
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- Figure 125: Use of Spanish among Hispanics’ connections in social network sites, by acculturation model, March 2014
- Attitudes toward social networks
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- Figure 126: Attitudes toward social networks – Latin culture – Any agree, by gender, March 2014
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- Figure 127: Attitudes toward social networks – Latin culture – Any agree, by household income, March 2014
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- Figure 128: Attitudes toward social networks – Latin culture – Any agree, by language spoken in the home, March 2014
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- Figure 129: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
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- Figure 130: Attitudes toward social networks – Lifestyle and feelings – Any agree, by gender, March 2014
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- Figure 131: Attitudes toward social networks – Lifestyle and feelings – Any agree, by household income, March 2014
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- Figure 132: Attitudes toward social networks – Lifestyle and feelings – Any agree, by language spoken in the home, March 2014
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- Figure 133: Attitudes toward social networks – Image management – Any agree, by gender, March 2014
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- Figure 134: Attitudes toward social networks – Image management – Any agree, by age, March 2014
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- Figure 135: Attitudes toward social networks – Image management – Any agree, by language spoken in the home, March 2014
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- Figure 136: Attitudes toward social networks – Image management – Any agree, by level of acculturation, March 2014
- Interactions with brands on social networks
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- Figure 137: Attitudes toward social networks – Brands – Any agree, by gender, March 2014
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- Figure 138: Attitudes toward social networks – Brands – Any agree, by household income, March 2014
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- Figure 139: Attitudes toward social networks – Brands – Any agree, by language spoken in the home, March 2014
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- Figure 140: Attitudes toward social networks – Brands – Any agree, by level of acculturation, March 2014
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- Figure 141: Interaction with brands on social networks, by gender, March 2014
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- Figure 142: Interaction with brands on social networks, by household income, March 2014
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- Figure 143: Interaction with brands on social networks, by language spoken in the home, March 2014
Appendix – Trade Associations
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