Internet Story

English-preferring Hispanics and Asian Americans are the most likely ethnic groups to use social networking sites in the United States according to the 2009 Multicultural Marketing Study of Florida State University Center for Hispanic Marketing Communication.

The study reported 63 percent of the Asian Americans who responded to the survey visit a social networking site at least two to three times per month, making them the most likely group to use such sites. This number has increased from 42 percent in 2008. English-preferring Hispanics are a close second at 62 percent, up from 46 percent the previous year.

Non-Hispanic whites are the least likely to visit social networking sites, according to the study. While more than twice as many whites visit these sites than in the previous year, only 55 percent use them today.

“Ethnic minorities are still somewhat more likely to visit social networking sites when compared to non-Hispanic whites, but to a much lesser extent now than in 2008,” wrote Dr. Felipe Korzenny, author of the study and director of the Florida State University Center for Hispanic Marketing Communication.

The study displays information based on five ethnic groups including English-preferring Hispanics, Spanish-preferring Hispanics, Asian Americans, African Americans, and non-Hispanic whites. Approximately 2,400 U.S. residents with various ethnic backgrounds were surveyed online to collect data.

The study suggests that one explanation for ethnic minorities as the most common users of social media is their collectivistic values.

“From a general cultural point of view, Hispanics tend to be quite communicative and engage in constant social interaction at many levels,” said Ana Maria Rodriguez-Vivaldi, an associate professor in the department of foreign languages and cultures at WSU. “It is quite common for people of Hispanic background to find shared values and be able to interact easily when they meet each other in foreign non-Hispanic cultural spaces.”

Rodriguez-Vivaldi adds that social networking sites “emulate the creation of a community based on common cultural and linguistic backgrounds, no matter your country of origin.”

Another reason for the high numbers of ethnic minority groups using social media is distance from family members.

“It would be my educated guess that these groups are more likely to be in contact with members of their families and with friends who live elsewhere as opposed to say African Americans and American Indians,” said Dr. Carmen Lugo-Lugo, an associate professor in comparative ethnic studies at WSU. “Networking sites make it easier and less expensive for these folks to be in contact with those family members and friends residing abroad.”

Luis Sanchez, the retention counselor for the Chicana/o Latina/o Student Center at WSU, said he began using social networking sites for the same reason.

“I can see how many Latina/os use a social networking site to stay in touch with family members outside of the U.S.,” Sanchez said. “That is the main reason I began using Hi5, because my cousins in Mexico were using it, then we transitioned to Facebook.”

Hi5 is a social networking site that is most popular among Spanish-preferring Hispanics. The Multicultural Marketing Study reported that 29 percent of Spanish-preferring Hispanics surveyed visit Hi5, nearly five times more likely than the next group – English-preferring Hispanics. The study suggests that Hi5’s prevalence among Spanish-preferring Hispanics in the U.S. may be due to the site’s popularity in Latin America.

The social networking site Black Planet also has a strong presence among one specific ethnic group. The study reported that 17 percent of the African Americans surveyed visit Black Planet, which makes them seven times more likely than the next highest group.


Contacts:

Ana Maria Rodriguez-Vivaldi
Associate Professor
Foreign Languages and Cultures
amrodriguez@wsu.edu
(509) 335-6877

Carmen Lugo-Lugo
Associate Professor
Comparative Ethnic Studies
clugo@wsu.edu
(509) 335-2889

Luis Sanchez
Retention Counselor
Chicana/o Latina/o Student Center
lgsanchez@wsu.edu