The Long Tail of Latinos on Twitter
A study by the Pew Research Center’s Internet & American Life Project confirmed what a lot of us in the Latino marketing community have known. Latinos index higher than any other group on Twitter. In a survey conducted last month – running up to the Thanksgiving holiday – 18 percent of Latino respondents who spend time online have a Twitter account, versus 13 percent of non-Hispanic blacks and 5 percent of non-Hispanic whites.
Looking at these and other numbers, many people will ask, “what is it about Latinos – are they more social?” But for marketers, there’s a more immediate, perhaps mundane question: “how do you effectively engage Latinos on Twitter, one of the fastest growing segments on one of the fastest growing networks?”
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