As our society becomes more multicultural, reaching diverse groups becomes more important. Some recent research sheds light on a vital community — Hispanics — and reveals that their numbers online are growing. They are active in social media, and over 70% speak English or are bi-lingual.

Online Hispanics are digital mavens and leaders on a variety of social networks. The Hispanic demographic itself, though, has many distinctive characteristics, including preferred language and country of origin, and these differences create varied digital participation levels. An October 2012 survey of US Hispanics by the Pew Hispanic Center found that between 2009 and 2012, the percentage of foreign-born and native-born Hispanics who used the web rose by 18 percentage points and 27 percentage points, respectively. This helped drive up overall Hispanic internet use to 78%, from 64% three years ago … Latino social networking penetration among internet users reached 68% last year. Of these social media users, English was the dominant language for 34% of users, while Spanish was the dominant language for a quarter of users. Another 40% considered themselves bilingual.

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