ShareThis Consumer Study Online Sharing Behaviors of Hispanic
Consumers
Methodology The purpose of the study is to better understand
the online social behaviors of Hispanic consumers what they share
online, how they share it, who they influence, and how all of this
can give us insight into their offline purchase behaviors. Over the
course of 4 months, ShareThis collected online social behavior data
from over 42 million unique users logging nearly 70 million sharing
events. We then cross-matched each user with a database of 30
million offline purchasers across every major CPG, Retail, Finance,
and Auto category. In order to build a multi-dimensional profile of
the Hispanic audience, we broke out the broader Hispanic segment
into three sub-segments (General, Moms, and Millennials) and
compared all results to non-Hispanic users in our network. 2
A few terms and definitions. For the purposes of this study,
Hispanic users were defined based on a combination of
self-identification sources including surveys, census data, DMV
registrations, public records, and verified demographic data from
leading verification companies. A share refers to the specific act
of posting a piece of web content on a social channel, such as
Facebook or Twitter. A click-back is a page view triggered by
clicking on content shared by someone in your network. Consumption
of web content refers to the aggregate number of page views,
including those from searches and click-backs. Engagement is
calculated by dividing the number of users who performed a specific
action (e.g. sharing) by the total number of users. 3
Executive Summary
Hispanics are more social, more influential, and more
impressionable online, especially within certain target content
categories Hispanics are twice as likely to share, and each user
shares 5 times as often Shares by Hispanic users are 35% more
likely to be clicked on Hispanics are much more social with content
about family, food, and culture 5
Despite the many differences in sharing behaviors between
Hispanics and nonHispanics, we find that these behaviors converge
among younger generations Hispanics use Pinterest and Twitter less
often, preferring to share via email and blogging channels
Hispanics consume plenty of content on mobile devices, but theyre
generally less inclined to actually share on these devices However,
sharing behaviors converge in younger generations: Hispanic
Millennials are more inclined to share on mobile, and more likely
to use Twitter and Pinterest 6
Among Hispanics, the correlation between sharing and purchase
behaviors is more pronounced. Hispanics are more likely to take to
the web to read and share CPG-related product reviews, opinions,
and advice and more likely to purchase the products they share
about. Purchase lift among Hispanic sharers is 50% higher than it
is among non-Hispanics. 7
Study Results 8
Hispanics are generally twice as likely to share content
online, and each user shares 5 times as often Average number of
sharing events per user: Social Engagement % of total users who
shared or clicked back on shared content 2.1x 65% 5.0x 1.9 31% of
users clicked back on shared content 17% 7% 0.4 Hispanics
Non-Hispanics of users shared content Non-Hispanics 9
Hispanics
In terms of content consumption, Hispanics are broadly in line
with the rest of the web. Arts & Entertainment, Family, and
Sports are the most searched and viewed categories User Engagement
- Consumption: % of total users who viewed content % Hispanics 100%
Index vs Non-Hispanics (Base: 100) 98% 75% 107 127 131 95% 82% 50%
124 75% 112 112 112 100 71% 69% 89 83 62% 59% 75 56% 54% 93 95 53%
50% 49% 90 38% 25% 0% (an index value of 110 means Hispanics are
10% more likely to consume content than non-Hispanics) 10
When it comes to sharing, however, we find that Hispanics are
more vocal about family, food, and culture User Engagement -
Sharing: % of total users who shared content % Hispanics Index vs
Non-Hispanics (Base: 100) 40% 256 223 30% 20% 10% 187 214 207 30%
184 32% 27% 123 21% 148 126 135 108 24% 18% 172 18% 14% 16% 15% 12%
0% 11 123 109 14% 11% 10%
Moreover, Hispanics are more influential across the board,
especially when it comes to the content they share the most
Influence Click-backs per Share: Hispanics Index vs Non-Hispanics
(Base: 100) 40.00 30.00 168 143 141 129 115 155 150 128 35.0 123
28.9 20.00 21.3 133 123 134 103 24.5 20.3 16.8 146 20.0 19.8 17.4
15.7 17.3 14.9 10.00 12.5 10.5 0.00 On average, shares by Hispanic
users are 35% more likely to be clicked on than shares by
non-Hispanic users. 12
Compared to the rest of the web, Hispanics are less likely to
share on Twitter and Pinterest, and twice as likely to use email
Moreover, theyre nearly 50% more likely to use blogging channels
such as Tumblr and Blogger, both for sharing and viewing shared
content. Social Channels: Top Social Channels Indexed Over
non-Hispanic users % of total shares, Hispanics (outer) and
Non-Hispanics (inner) Email Facebook 1.95 10.2% Email 7.6% 4.3%
Pinterest 5.3% Tumblr/Blogger 5.3% 6.0% 8.0% 5.9% Other Facebook
12.9% Twitter 0.99 Tumblr / Blogger 1.43 62.0% 61.2% Pinterest
11.4% Twitter 0.72 0.66 Benchmark: Non-Hispanic users This may be
an indication that they prefer to share content via more intimate,
personally-curated social channels. 13
Despite consuming plenty of content on mobile devices, theyre
generally less inclined to use them to share such content For
Hispanics, mobile makes up 17% of total content consumption, but
only 7% of sharing activity. Mobile Consumption: Mobile Sharing:
iPhone % of total content consumed % of total content shared Tablet
19.6% Android 6.4% 15.5% 13.6% 6.2% 6.2% 8.1% 7.2% 5.8% 3.3% 3.9%
1.0% 5.1% Hispanic 3.5% 2.8% 3.5% Non-Hispanic Hispanic
Non-Hispanic Mobile adoption among Hispanics continues to outgrow
the rest of the population, but mobile as a sharing platform has a
ways to go. 14
This may be driven in part by a lower affinity toward
mobile-friendly content Hispanics are less likely to share
pictures, videos, and interactive content, and less likely to do so
on platforms like Pinterest and Twitter, which normally drive a
disproportionate amount of mobile sharing. Top Content Shared on
Mobile: Social Channels Used on Mobile: % of users mobile users who
shared content % of total shares, Hispanics (outer) and
Non-Hispanics (inner) 0% 5% 10% 15% 20% Family & Parenting
Facebook Culture & Religion Politics & Government 2.9% 3.4%
Email Hispanics Non-Hispanics Twitter Pinterest Food & Drink
Tumblr Style & Beauty Linkedin Other Sports 5.2% 4.9% 7.4% 4.1%
1.3% 1.1% 18.9% 4.1% 13.6% 60.3% 0.7% 72.1% Arts &
Entertainment Home & Garden In general, we find that sharing
behaviors vary greatly from device to device. This is not the case
for Hispanics, who use mobile in much the same way as they use
their desktops. 15
However, this changes when we look into younger generations,
whose mobile sharing tends to converge with the rest of the web
This may be an indication that mobile has been slower in crossing
generational barriers for Hispanics. Top Content Shared on Mobile
Mobile Sharing: % of users who shared on mobile % of total content
shared Hispanic Millennials Non-Hispanic Millennials 0% 10% iPhone
Tablet 15.9% 15.5% Android Style & Beauty 5.9% Food & Drink
6.2% Technology Health & Fitness 6.2% 5.1% Sports Arts &
Entertainment 3.8% 4.2% Travel & Leisure Hispanic Millennials
Non-Hispanic Millennials Business 16 20% 30% 40%
Moreover, broader sharing behaviors for Hispanic Millennials
are much more aligned with the rest of the web Top Social Channels:
% of total Millennials sharing, Hispanic (outer) and non-Hispanic
(inner) Facebook 9.8% Email 2.7% Twitter Pinterest Hispanic
Millennials use Twitter, Pinterest and LinkedIn more often than
average Hispanic users. In fact, theyre even more active on Twitter
than their non-Hispanic counterparts. Tumblr/Blogger 5.3% 4.9% 5.3%
6.9% 3.1% 5.2% 5.8% 4.6% 9.5% LinkedIn 9.7% Other 17 64.8%
62.3%
This holds true when it comes to the type of content consumed
by Millennials User Engagement - Consumption: % of total Millennial
users who searched or viewed content (including social views)
Hispanic Millennials Index vs Non-Hispanics (Base: 100) 100% 98%
101 105 106 107 96% 104 97 75% 73% 83% 100 98 96 79% 97 99 95 96
79% 68% 76% 50% 102 59% 65% 62% 59% 58% 40% 25% 0% 18
And the type of content they share User Engagement - Sharing: %
of total Millennial users who shared content Hispanic Millennials
Index vs Non-Hispanics (Base: 100) 60% 114 117 121 113 108 51% 50%
20% 111 111 112 119 120 114 111 118 46% 40% 30% 112 35% 33% 38% 36%
33% 37% 33% 31% 27% 28% 10% 0% 19 26% 26%
Among Hispanics, sharing behaviors strongly correlate with
purchase behaviors Sharers of content related to specific product
categories (e.g. fitness blogs and healthy foods) are more likely
to purchase such products than non-sharers. Hispanic sharers are
about twice as likely to purchase related products, compared to
1.3x among non-Hispanic sharers. Social Purchase Lift: Lift in
purchase rate among frequent sharers of related content Purchase
Lift - Hispanics 3.0x Purchase Lift - Non-Hispanics 2.5x 2.7x 2.0x
1.5x 1.0x 2.2x 2.1x 1.8x 1.6x 1.6x 1.5x 1.3x 2.1x 1.9x 1.3x 1.5x
1.4x 1.2x 1.0x 1.2x 0.5x Childrens Products Health food Personal
Care Frozen Foods Baking Sweets & Snacks Beverages Household
Supplies Note: purchase data was derived from 33 leading retailers
selling over 250 brands, representing approximately 60% of all
products sold in the U.S.. However, this does not include purchases
from small independent grocery stores, which may represent a higher
proportion of purchases within the Hispanic audience 20