Hispanics Log In To Social Media More Often than Other Ethnic Groups, According to Latest American Pulse™ Survey

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3,349 respondents participated in the 1st February American Pulse conducted 2/13-2/20/2012, utilizing BIGinsight™ and reInvention survey panels. The latest results show that Hispanics log in to social media sites more often than other ethnic groups. Also, while Americans remain divided on the issue of censorship, most Hispanics, Blacks and Caucasians agree that racial slurs are offensive and should be blocked in print, music and videos.

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Blacks are more likely to approve of censorship (51.7%), while Hispanics (38.4%) and Caucasians (35.8%) are less supporting.

The World Wide Web has become a standard part of life, and it appears that social media has become a major part of the online experience. The vast majority have at least one social media account; in addition, over half of Adults 18+ (54.5%) say they log in to Facebook once a day or more often, according to the February American Pulse™ Survey. Blacks and Hispanics are even more likely to log in once a day or more on Facebook as well as other online communities:

Log In Once a Day or More Often

Hispanics: 60.7%
Blacks: 60.3%
Caucasians: 53.7%

Hispanics: 35.4%
Blacks: 28.9%
Caucasians: 12.6%

Hispanics: 27.1%
Blacks: 25.6%
Caucasians: 13.8%

Hispanics: 15.5%
Blacks: 10.9%
Caucasians: 4.8%

Hispanics: 13.2%
Blacks: 7.2%
Caucasians: 2.8%

Hispanics: 13.2%
Blacks: 7.3%
Caucasians: 5.3%

Source: American Pulse™ Survey, Feb-2012

“Hispanics are the most avid social media users among ethnic groups,” said Dianne Kremer, Senior Analyst at BIGinsight™. “Although Blacks report that they spend the most time online in a given day, self-reported time spent on social media sites is higher among Hispanics.”

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While Facebook and Twitter remain the most popular social media sites, Pinterest has also gained popularity quite rapidly—15.2% of Adults 18+ say they have an account (for comparison, only 11.1% have an account with check-in site Foursquare). Hispanics appear especially “Pinterested” in the new photo pin board site, as 28.5% say they have an account.

While social media engagement is growing, talks of censorship and pirated content also flourish. Likely due to uncertainty about how it will affect their experiences on their favorite social sites, Americans seem divided about the issue of censorship. Just over a third of Adults 18+ (36.5%) somewhat or strongly agree that offensive content should be censored on the Internet. Blacks are more likely to approve of censorship (51.7%), while Hispanics (38.4%) and Caucasians (35.8%) are less supporting.

Over half of Hispanics, Blacks and Caucasians agree that racial slurs in both print and music/videos should be censored, but the rest of each group’s Top 5 varies:

Top 5 Content Forms that Should Be Blocked on the Internet

Racial slurs in music/videos: 53.2%
Racial slurs in print: 51.9%
Violent images: 45.3%
Nudity: 44.4%
Full websites with offensive content: 39.0%

Racial slurs in print: 62.5%
Racial slurs in music/videos: 58.9%
Violent images: 55.3%
Nudity: 51.6%
Foul language in print: 49.5%

Racial slurs in print: 56.7%
Racial slurs in music/videos: 52.4%
Pirated content: 51.6%
Violent images: 49.4%
Nudity: 46.4%

Source: American Pulse™ Survey, Feb-2012

While half of Caucasians (51.6%) would like to see pirated content blocked from the Internet, piracy is not a top concern for Hispanics and Blacks. Hispanics list blocking full websites with offensive content in their Top 5, while Blacks rank censoring foul language in print as a higher priority.

American Pulse™
The American Pulse™ Survey is collected online twice a month covering topics such as politics, pop culture and the economy. 3349 respondents participated in the 1st February American Pulse conducted 2/13-2/20/2012. Margin of error is +/- 1.7%. http://www.biginsight.com

reInvention LLC
reInvention LLC provides global sampling and data collection services. Driven by a passion for making it incredibly easy to survey audiences anywhere in the world, reInvention delivers high-quality responses and superior results. OneOpinion, reInvention’s respondent panel, is a next generation survey taking platform that encourages survey participation through sophisticated technology, honest communications, and respectful compensation. reInvention was founded by Hugh Davis and Keith Price and is headquartered in Westport, CT. http://www.reInvention.com

Chrissy Wissinger
Randi Honkonen

reInvention LLC
Jim Nikolis


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