Blog

Hispanics continue to outpace whites when it comes to the adoption of mobile technology.

Marketing firm eMarketer reported this week that Hispanics are early adopters of both smartphones and tablet computers, and are more likely than whites to use mobile devices to access the Internet.

“The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact that they are on average a young group, and more likely to use mobile devices instead of landlines,” according to the firm’s 2011 research.

Smartphone penetration rates are more than 50 percent among Hispanics, which is slightly higher than the nearly 47 percent that eMarketer previously had estimated.

Meanwhile, 19 percent of Hispanics own tablets - also higher than eMarketer’s previous estimate of 12 percent.

This could mean big profits for mobile companies. READ MORE

According to a recent study, more than 30% of Latinas in the U.S. and Mexico suffer perinatal or postpartum depression, making it the number one complication of pregnancy among Latinas. In an effort to raise visibility for a disease that is often dismissed, physicians from The Mount Sinai Hospital debunked the 5 most prevalent Latino myths about postpartum depression, a type of depression that affects some women after childbirth. A growing and significant audience, Hispanic Mothers accounted for approximately 24% of births nationwide and 24% in New York State. Lack of awareness, understanding and acceptance of the disease has resulted in powerful myths impacting the lives of women who are experiencing one of life's most joyous events, especially in the Latino home.

Myth # 1 – "I feel so bad. Shouldn't I be happy about my newborn? Maybe I am not a good mother."
False. It is not uncommon for women to experience temporary mood disorders or "blues" after giving birth. According to Kim Klipstein, MD, Director of Behavioral Medicine and Consultation Psychiatry at The Mount Sinai Hospital, "postpartum depression is different than "baby blues," which is a mild form of depression that occurs within a few days after childbirth and lasts up to a week." Conversely, Dr. Klipstein added, "postpartum depression typically emerges over the first 2-3 months after childbirth but may occur at any point during the first year after delivery. Symptoms may include: loss of interest or pleasure in life, loss of appetite, rapid mood swings, fear of hurting or killing oneself or one's child. These feelings can disrupt a woman's ability to function on a daily basis and make bonding with the newborn difficult. More serious symptoms associated with postpartum depression that require immediate medical attention include: lack of interest in your infant, suicidal thoughts or thoughts of harming your baby, hallucinations or delusions."

Myth # 2 – "My Mother says that postpartum depression has not affected the women in our family. If I speak up, they'll think I'm crazy!"
False. Although, for many Latinos, mental illness is considered shameful – a topic that shouldn't be discussed, do not let misinformation, uncertainty or shame get in the way of you getting the help you need. In Latino cultures, which have deep-rooted family values and high expectations of new moms, Hispanic women reject feelings of unhappiness during pregnancy and after the baby are born. If their own mothers never expressed negative feelings about pregnancy, they believe they must follow her example. But keep in mind that postpartum depression is a real illness and, if left untreated, it can interfere with mother-child bonding and lead to serious long term problems. According to Dr. Klipstein of The Mount Sinai Hospital, "children of mothers who have untreated postpartum depression are more likely to have behavioral problems, such as sleeping and eating difficulties, temper tantrums and hyperactivity." Dr. Klipstein concludes, "delays in language development are more common as well." READ MORE

Winner will receive a $25,000 grant toward the development of a community project

CHICAGO (April 24, 2012) – For the first time since the MillerCoors Líderes program launched in 2006, MillerCoors is asking the public to nominate Latino leaders associated with a nonprofit for the program. The program highlights outstanding Latinos who are making a difference through leadership in their communities and the nation.

MillerCoors will choose 12 individuals from the pool of nominees to participate in the 2012 MillerCoors Líderes program. The 12 Líderes will be announced during Hispanic Heritage Month (Sept. 15- Oct.15), when the public will have the opportunity to vote for the Líder of the Year. The MillerCoors Líder of the year will receive a $25,000 MillerCoors grant to develop a community leadership project benefitting the Hispanic community.

“We are excited to open the nomination process to the public and anticipate a great response,” says Jose Ruano, multicultural relations manager for MillerCoors. “There are many Latino leaders who are working hard to improve themselves and their communities. MillerCoors is proud to shine a light on those who are making a difference and award one Líder with a grant to make an impact in his or her own local community.”

The general public can nominate a candidate on www.MillerCoorsLideres.com, until May 25, 2012. The criteria for nominations are:

• The nominee must be of Hispanic descent, between the ages of 21 and 39 years old, and associated with a nonprofit (staff or volunteer).

• A person in good standing in the community who represents the values of the community he/she serves as evidenced by recognition from a local organization, church, media outlet or other form of public community support.

• An emerging community leader who through his/her words and actions exemplifies leadership and who works toward establishing noteworthy improvement in the lives of individuals, communities and organizations.

• Nominees must actively participate in initiatives that involve education, leadership development, environmental stewardship, economic development, alcohol responsibility or mentoring within their nonprofit.

• Nonprofits and the public can nominate a leader. The nonprofit organization the nominee is affiliated with must approve/support the nomination.

• The nominee’s affiliated nonprofit must be a 501c3 organization with a commitment to ethical, business and social practices; have a project or program that benefits the Hispanic community; align with MillerCoors corporate social responsibility commitments; and agree to work with MillerCoors and its brands.
• The leader selected as the MillerCoors Líder of the Year must use the grant to fund a MillerCoors-approved community project which would benefit the Hispanic community. The project will be implemented by his/her nonprofit organization in partnership with MillerCoors. She/he will be expected to remain engaged with the MillerCoors Líderes program through MillerCoors or its brands.

Since 2006, the MillerCoors Líderes program has highlighted the achievements of national and local leaders within the Hispanic community. Last year’s MillerCoors Líderes included motivational speakers, environmentalists, community organizers, mentors and volunteers from various organizations who were nominated by national and local nonprofits. Past projects have included workshops to help college students identify their strengths and how to use them to reach their goals and a seminar to encourage parents to actively participate in their children’s education. The program also offers up-and-coming Latino professionals leadership tools and the opportunity to network through www.MillerCoorsLideres.com, www.Facebook.com/MillerCoorsLideres, and LinkedIn. Join the conversation on Twitter using #MillerCoorsLideres.

Overview of MillerCoors

Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment.  The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64.  Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies.  Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should.  Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light.  Tenth and Blake Beer Company, MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc. and two microbreweries, the  Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

###

Is there a need for the Hispanic Council on Federal Employment?

The next meeting of the advisory committee is scheduled for May 4, according to an announcement from the Office of Personnel Management. The purpose of the body, the Federal Register says, is to “advise the Director of the Office of Personnel Management on matters involving the recruitment, hiring, and advancement of Hispanics in the Federal workforce.”

Census data indicate that the Latino population will grow from about 16 percent today to about 28 percent by 2050.

The Federal Diary has reported, as it did last month, that Latinos — who in 2010 made up 7.9 percent of federal employees and 3.67 of those in senior pay level positions — are “underrepresented” in the workforce. READ MORE

Researchers have called it the "Hispanic paradox": When it comes to breast cancer, prostate cancer and heart disease, Latino patients in the U.S. survive longer after diagnosis than their non-Latino white and black counterparts — even though studies have found they tend to have fewer resources and less access to care than non-Latino whites.

It's the same for lung cancer, said scientists at the Miller School of Medicine at the University of Miami in a paper published online Monday by the journal Cancer.

Querying a vast database that tracks U.S. cancer cases, the researchers looked at 172,398 patients diagnosed with non-small cell lung cancer, a common subtype of the disease, in the U.S. from 1988 to 2007.

Overall, the 18,206 Latino patients had a 15 percent lower risk of dying during the study than the non-Latino white patients. Black patients were slightly more likely to die than non-Latino white patients.

The Latino patients were more likely to have less deadly forms of lung cancer than non-Latino whites or blacks — and less likely to have the most aggressive types of the disease. There were no significant differences in mortality between Latino patients who were born in the U.S. and those who were born abroad, the study found. READ MORE

Center for Hispanic Leadership Adds Business Consulting Service to Help Financial Industry Build Trusting Relationships with the Unbanked and Uninsured

Following a special report released earlier this month by Nielsen, in which Latino buying power is projected to reach $1.5 trillion by 2015, the Center for Hispanic Leadership (CHL) has announced further expansion of its Business Consulting Services under its new Brand Development Framework to include banking, insurance and finance – industries where there is tremendous opportunity for growth with the Hispanic community.

The Nielsen report, titled The State of the Hispanic Consumer: The Hispanic Market Imperative, notes that many companies and industries are just waking up to the new opportunities represented by this burgeoning market, and to the unique language, culture, and other group dynamics that need to be addressed. For example, the study cites Latino usage of technology and consumption of media, which are quite distinct from the general marketplace.

“The information in this report confirms CHL’s own research in this area, which recently looked at the issue from another angle: the banking and finance industry,” said Glenn Llopis, Founder/CEO, Center for Hispanic Leadership. “Though more than half of Hispanics expect to improve their financial situation over the next year, we as a group tend not to look much further than that. This is a great opportunity for the financial industry to step up and help educate the community about everything from long-term financial investment and retirement planning to everyday banking and insurance needs.” READ MORE

There are big questions about Mitt Romney's ability to appeal to Latinos. Hispanic voters favor President Obama over Romney by more than two to one, according to a recent Pew poll. But not everyone is sure the president's lead will translate to votes. Host Michel Martin speaks with columnist Ruben Navarrette and Maria Teresa Kumar of Voto Latino. READ MORE

While working with Life is Precious, a suicide-prevention program directed toward young Latinas in New York City, Wagner second-year graduate student Claudia Espinosa realized that she wanted to do something more to help young Latinas not only avoid suicide but continue to succeed.

According to research from the National Women's Law Center, young Latina women have one of the highest school drop-out rates — exceeding African-American and Asian-American adolescents — as well as the highest rates of teen pregnancy.

"This all happens among young Latinas," Espinosa said. "So I decided to create a program on my own that would help the community."

In collaboration with the Latino Studies program, the Center for Multicultural Education and Programs at NYU and the Teaching and Learning program in the Steinhardt School of Culture, Education and Human Development, her program Latinas On the Verge of Excellence works to provide support and education to young Latinas in the city. READ MORE

The terms "Latino" and "Hispanic" are often used interchangeably. In fact, we, at the Fronteras Desk, have done so in our reporting. But we recently embarked on an investigative journey to figure out what those terms really mean, and which term most accurately describes the population we often assume it does.

It all started with a story my colleague Nadine Arroyo Rodriguez did a few weeks back – about a survey by the Pew Hispanic Center that found three-quarters of Hispanics/Latinos don't identify with either term.

Listener James Rogers, who's background is Brazilian, wrote in to say Hispanic and Latino don't mean the same thing.

“The story presupposed that the categories Hispanic and Latino only include Spanish-speakers," Rogers told reporter Devin Browne at his office in Phoenix, "and there’s a lot of Brazilians who would define themselves as being Latino, as well.”

Brazilians, of course, speak Portuguese. And as Rogers pointed out, there are more Portuguese speakers on the South American continent than Spanish speakers. Plus, there are more than 1 million Brazilians living in the U.S., according to the Brazilian government (the U.S. government says the number is closer to 400,000).

Rogers doesn't consider himself Hispanic, but he does fancy himself a Latino. READ MORE

3716 N Clark St. Chicago IL 60613

For Immediate Release

Don’t Miss A Piece of the Action

Big G’s Opens Its Doors Across Wrigley Field

Chicago, IL April 25, 2012 - Have you heard the big news? Cubs fans, families, local residents and pizza enthusiasts are eagerly awaiting the much-anticipated opening of Big G’s Pizza By the Slice located on 3716 N. Clark Street. On May 10th, Big G’s will begin offering gourmet specialty pizza by the slice including Mac ‘N’ Cheese, Steak ‘N’ Fries, Chicken Burrito and Shrimp Fajita just to name a few. By means of conscious innovation and experimentation, we invite you to delight your taste buds with our unconventional, mouth-watering creations.

Jaime Gamez and Manual Nicolas originally gained culinary and business experience as general manager and kitchen manager, respectively, of Ian’s Pizza over a combined 16 years.  As of last year, they formed a partnership with Jeronimo Gaytan, CEO of Big G’s to combine their passion for pizza, unique tastes and fresh, high-quality ingredients.  The Chicago twist on both local and global flavors is sure to resonate with guests.

Both Gaytan and Gamez are 1^st generation Latinos who grew up in the north-shore suburb of Highland Park and attended UW-Madison.  Currently they live within a few blocks of each other in Wrigleyville.  “It’s as if our paths were meant to cross,” says Gaytan, who is also near completion on his MBA at Lake Forest Graduate School of Management.

With a premier location across from Wrigley Field, north of Casey Moran’s, between Trace and Rawbar, just a few steps south of Smartbar and Metro, Gamez says “Big G’s will be the ideal late night spot for everyone to enjoy pizza with their friends.”

Big G’s Pizza By the Slice grand opening with the Lakeview Chamber of Commerce will take place on Thursday, May 10th from 5p.m. to 7p.m.  Special promotional prices will be offered during the evening.

Through their passion, experimental approach and unexpected ingredients Big G’s offers the tastiest gourmet pizza-by-the-slice in town.  Come try it for yourself! 

Hearst Magazines, one of the world's largest publishers of monthly magazines, today announced that the first stand-alone issue of Cosmopolitan for Latinas, a new women's lifestyle publication targeted at English-speaking Latinas, will hit newsstands nationwide on May 1. Edited by and written for modern Hispanic women, the magazine answers the call of a new generation of Latinas who celebrate both of their cultures, and are seeking content that reflects their unique lifestyles.

Michelle Herrera Mulligan, formerly the managing editor of LasFabulosas.com, is the magazine's editor-in-chief. Donna Kalajian Lagani, SVP, publishing director and chief revenue officer of Cosmopolitan, will oversee the brand's advertising and marketing efforts.

"Cosmopolitan for Latinas is the definitive voice of today's bilingual Latina who is sexy, stylish and intelligent, and wants to see herself reflected in the pages of a women's lifestyle magazine," said Herrera Mulligan. "We talk to our readers like a best Latina girlfriend, and cover everything from fashion, food, relationships and careers in a fresh and engaging way."

Cosmopolitan for Latinas will be a twice-yearly, stand-alone print edition with a cover price of $3.99. Initial distribution will be 545,000 copies, available nationwide, with a strong presence in top Hispanic markets throughout the U.S. A digital edition of the publication will be available on Apple, Zinio and Barnes & Noble e-newsstands. READ MORE

These words can hang in the air for a bit longer than anything else you planned to hear in a phone call from your boss or at an impromptu meeting for you and several other employees in a conference room. Some companies still give out pink slips in your last pay check. Sometimes it can all be said by email, but it’s basically the same message: you have joined the ranks of the unemployed.

Layoffs continue to happen despite the economic indicators pointing to better days ahead. If you’ve just recently been laid off, it can stir up a range of emotions — shock, fear, anger, and resentment.

It is normal to ride a roller coaster of emotions like these and to even experience depression. Among Latinas and Latinos, there is no such thing as seeing a layoff as just a business decision. Business is personal.

Even if you were laid off with hundreds of people, Latinas are likely to look for personal reasons behind a layoff. Don’t! READ MORE

Cinco de Mayo is around the corner, and some brands are leveraging the holiday to roll out special promotions and discounts. (For example, Tyson Foods, Tabasco brand and Jose Cuervo’s nonalcoholic margarita mix have teamed up on a “Fiesta of Flavor” retail savings promotion.)

While I love the idea of engaging consumers around special events like holidays (and this Fiesta of Flavor campaigns seems like an innovative, multi-channel winner), I also want to add a few words of caution. If you’re a brand that wants to be more relevant to Hispanics (and you should be), it’s time to start thinking beyond Cinco de Mayo alone. These days, Hispanic marketing campaigns need to be comprehensive, consistent and year-round.

Why do you need to start focusing on the Hispanic market?

A recent Nielsen report doesn’t mince words. From State of the Hispanic Consumer: The Hispanic Market Imperative:

“The U.S. Hispanic population is the largest minority segment and is growing at a dramatic rate towards ethnic plurality, which has already occurred in the most populous states and is beginning to occur among the U.S. baby population. Ethnic plurality refers to the coexistence of numerous ethnicities and races with no one segment in the majority. If the present U.S. economy substantially benefits from Hispanics, the future U.S. economy will depend on Hispanics by virtue of demographic change and the social and cultural shifts expected to accompany their continued growth.” READ MORE

Beatriz Acevedo, Founder and President of MiTu Network (www.youtube.com/mitu), the new Latino focused digital video platform exclusively dedicated to lifestyle content, announced its official formation. Currently in its preview phase, the network will officially launch April 30th, prior to their Digital Content NewFronts presentation in New York on May 2, 2012. Acevedo founded MiTu with her partner Doug Greiff from HIP Entertainment Group, along with other investors and Latin entrepreneurs. HIP Entertainment Group is one of the most influential companies specializing in the development and production of bilingual television content in the United States.

MiTu Network was created to cater to the growing Latino demand for creatively packaged how-to, help-oriented content for bilingual and bicultural audiences in the US and abroad. With the exploding number of U.S. Latinos watching video on YouTube, MiTu offers a compelling alternative to traditional Hispanic programming and media opportunities for viewers and advertisers. Programming will feature a mix of English and Spanish language content that will aim to both entertain and be a resource for Latin audiences focusing content around six key channel categories: Health, Beauty, Food, Family, Style and Design.

“As a bilingual and bicultural U.S. Latina, there are few networks that speak to us in a way that we can identify with. Until now, quality, entertaining content that reflects our way of life has been incredibly difficult to find. So we set out to create a global network where Latinos can connect with each other, feel proud, inspired, and properly represented as the cultural and economic force that we are in this country,” says Founder and President of MiTu Network, Beatriz Acevedo.

U.S. Hispanics control over a $1 Trillion in purchasing power and advertisers are scrambling to figure out how to win their favor. “MiTu’s mix of lifestyle programming, offers an ultra-targeted and highly engaged audience environment where advertisers can go beyond the 30-second spot. This is a video platform with a very significant social media component. Our content is organized around audience passion points and our viewers will be able to actively relate to and interact with our programming hosts,” said Colombian born Roy Burstin, MiTu’s CEO. “We are going to be able to give brands a whole new way of engaging Latino audiences, mixing branded entertainment, online advertising, and social media conversations.” READ MORE

Marco Rubio took the stage with Mitt Romney and delivered what the presidential candidate wanted — a jolt of energy aimed at an uninspired Republican base and a message of inclusion to Latino voters, who have drifted away from the party in droves.

Monday’s appearance by Rubio, a Florida senator and possible vice presidential pick who has become one of his party’s most prominent Latino leaders, drew cheers and applause from the crowd. But it was also a reminder of competing imperatives facing Romney after a combative primary season in which he moved far to the right on illegal immigration, a key concern for many Latino voters.

For months, Romney repeatedly sought to outflank his opponents on the issue: chiding Texas Gov. Rick Perry for favoring in-state tuition breaks for the children of illegal immigrants, vowing to veto the DREAM Act that would have allowed citizenship for certain students who joined the military or attended college, and suggesting that Arizona’s controversial approach to rooting out illegal immigrants could be "a model" for the nation.

Rubio, a conservative darling, has carved a more moderate path — most recently working on an alternative to the DREAM Act. READ MORE

Mitt Romney's presidential campaign is trying to end the deficit it's running with Latino voters by stepping up its outreach efforts.

President Barack Obama leads the presumptive Republican nominee by 40 percentage points among Latinos, according to the latest Pew Research Center poll.

In 2008, Obama carried two-thirds of the Latino vote, and just this week, the Obama re-election campaign released four Spanish-language ads.

The Republican National Committee's director of Hispanic outreach, Bettina Inclan, spoke to NPR's Scott Simon on Weekend Edition to explain how Republicans expect to close that gap.

Inclan acknowledges that the GOP has a lot to of work to do to connect with Hispanics. This week, the RNC announced the appointment of six Hispanic outreach directors in the key swing states of Colorado, Florida, Nevada, New Mexico, North Carolina and Virginia.

"The reason that we are putting people on the ground is because each of these communities is different. Hispanics are not a monolithic vote. They're different communities with different priorities," says Inclan.

She says Republicans can gain ground by focusing the discussion on the economy. A Pew Research Survey conducted last December, found that half of the Latino voters surveyed considered jobs to be an extremely important issue; only a third of those surveyed considered immigration an extremely important issue. READ MORE

Many of the Latino baby boomers born from 1946 through 1964 are moving into elder years without the possibility of retiring. For instance, Patricia Aristizábal started her business of promotional products two years ago.

Although many of Aristizábal’s contemporaries are about to retire, the Colombian immigrant began a new career. For her, retirement is not around the corner.

“I don’t want to think that tomorrow I'm going to retire, or even in five or 10 years. I think I started to work late and still have much energy and time to continue doing it,” she said.

In the United States there are about 8 million Hispanic boomers, almost10 percent of all who make up that generation, said Fernando Torres-Gil, vice president of the National Council on Disability and director of the Center for Policy Research on Aging at the University of California, Los Angeles.

Recent U.S. Census data show that Georgia has a total of 2.5 million boomers. Of those, almost 80,000 are Latino.

Gaps Between Latino, White Boomers

Torres-Gil, who also headed the U.S. Administration on Aging under President Clinton,has researched this generation. He explained that Latinos boomers have made more progress than their parents, who made sacrifices for their children to enjoy a better life.

According to Torres-Gil, these sacrifices have helped many Latinos reach for the American dream. However, the situation of this generation cannot be compared with their peers of other ethnicities. READ MORE

In the partisan general election environment, the importance of the Hispanic electorate is one rare area of agreement between the two parties.

The Republican National Committee (RNC) and the Obama campaign launched dueling outreach programs this week to court this growing bloc of voters — a pitch to Latino voters that's likely to continue throughout the 2012 cycle.

The two camps are focusing on different issues to appeal to Latinos. The Obama campaign is emphasizing the work the administration has done to expand educational programs and health care access. Republicans' pitch will focus on the economy and promises they say were broken by the Obama administration. READ MORE

What's in a nombre?

Apparently, for some Latinos, er, I mean Hispanics, it matters a lot. When researchers asked a group of people with roots in Latin America what they wanted to be called, they got a variety of responses.

According to a new survey by the Pew Hispanic Center, the preferred term for many is "Hispanic." People prefer that word over "Latino" by a two-to-one margin, 33% to 14%.

But the study also revealed that most Latinos/Hispanics (51%) don't use either term and couldn't care less what they're called.

Also, in a fascinating trend, the survey found that for those who want to affix their own label, the first preference is tied to an individual's country of origin or that of their parents. Fifty-one percent of those surveyed said they describe their identity by using country of origin.

Surprise. Come to find out that we're not "Hispanics" or "Latinos" after all. We're Dominicans, Cubans, Mexicans, Puerto Ricans, Nicaraguans, Salvadorans, Brazilian and a couple dozen other possibilities drawn from this hemisphere. The more specific, the better.

According to the survey, only 24% of respondents said they use catchall phrases like "Hispanic" or "Latino." And in a finding that will almost certainly rattle the nativists, even fewer -- only 21% -- say they typically describe themselves simply as "American." READ MORE

Hispanics embrace social media such as Facebook, YouTube and Google+ more than the general population. But when it comes to sharing personal information about themselves, Hispanics are more cautious, according to survey results announced today.

uSamp, a leader in providing targeted audiences for global consumer insights, engaged 650 members from its newly inaugurated Hispanic panel, SuperOpinion.com, to survey participants on their attitudes toward social media compared to the general population.

The survey, captured in an INFOGRAPHIC, found that 90 percent of Hispanics are likely to be on Facebook compared to 81 percent of the general population; 57 percent of Hispanics access YouTube compared to 46 percent of the general population. Hispanics are also overwhelmingly more likely to be on Google+, 47 percent compared with 18 percent of the general population. The only social media platform that Hispanics largely ignore is LinkedIn. Only 4 percent of Hispanics surveyed said they use LinkedIn vs. 21 percent of the general population.

“Social media is a natural fit for Latinos. Latinos, by nature, are innovators. Social media allows us to create, recreate and take a shot at building communities around content that we want,” said Lance Ríos, president and founder, Being Latino, Inc. “Secondarily, Latinos are very loyal consumers. But in order to gain their trust, you have to assure them that you are legitimate. Culturally we tend to be sensitive to giving personal information so easily. Once trust is gained, Latinos will usually open up.” READ MORE