Hispanics More Interested In 'Social Care'
New research from Nielsen suggests U.S. Hispanics have a greater interest in accessing social media for customer service than the general population using social media.
Specifically, Latinos on social sites are 21% more likely than average to use what Nielsen calls “social care.” More than half (57%) have asked a question or voiced a complaint to a brand or company via Facebook, Twitter or other sites compared to 47% of the general population.
Hispanics also turn to social media more frequently for customer help, with 19% doing so on a daily basis, 30% weekly, 16% a few times a month, and the remaining 35% once a month or less. The findings build on research Nielsen conducted in early 2012 identifying Hispanics as one of the most social and digitally active demographic groups.