Folium: Nielsen Finds U.S. Hispanics Tops In Mobile, Social Activity via TechCrunch

Posted by LEAF Architect on Wednesday, October 3, 2012 · Leave a Comment

Folium: Nielsen Finds U.S. Hispanics Tops In Mobile, Social Activity via TechCrunch

This article dovetails nicely with our previous observations on Hispanic smartphone usage, and reinforces the fact that savvy businesses investigate how different people engage with their products and services.

In February, 16.7 million unique U.S. Hispanics visitors headed over to Facebook, which is up 8% year-over-year. Visits to Blogger (+10% YOY), Twitter (+32% YOY), LinkedIn (+52% YOY), WordPress (+27% YOY), and Tumblr (+85% YOY) were up, as well. (See above chart).

They often have a blog of their own, too – Hispanics are 17% more likely than the average consumer to build or update a personal blog, Nielsen found.

Plus, Hispanics are 25% more likely to follow a brand, 18% more likely to follow a celebrity, 21% more likely to post links, articles, videos and website, and 7% more likely to have one or more social networking profiles.

These numbers, posted by Tech Crunch, only affirm the conclusion that businesses that truly want to succeed must embrace international and multicultural commerce. We no longer can afford to live in an age of isolation and xenophobia. Companies that fear losing contracts to countries like Brazil and China don’t need to complain, they need to compete!

Nielsen via TechCrunch

But this isn’t a rant on economics or policy. The point is that these statistics on Hispanic smartphone usage are still a surprise to companies like AT&T and Verizon, Apple and Google! It’s the business news of the year!

However, in other markets, the differences are clear. For example, McDonald’s in India doesn’t serve beef, Coca Cola in the Caribbean uses regionally-grown cane sugar, and Burger King in Spain features Whoppers with locally-sourced deep-fried goat cheese. These companies got it right. Their view spans the globe, yet is sharp enough to adapt to the differences of people in each place they serve.

“Going global” is no longer a trendy tag line, it’s an economic imperative. And the more you experience world cultures, the more prepared you are to succeed! What perspective will you bring to your future career?