In the U.S., Hispanic consumers’ desire to use social media customer service (or “social care”) surpasses that of the general social media population. This creates a significant opportunity for companies seeking meaningful interactions with this large consumer segment that continues to grow in purchasing power year-over-year.
To help you better understand how Hispanic consumers feel about social care, and in turn, how you can best relate to them, I’m happy to share new data that NM Incite released during their January 17th webinar: Reinvigorate Your Customer Service with Social Care to Build a Consumer-Centric Brand.
Building on Nielsen research conducted in early 2012, which identified Hispanics as one of the most social and digitally active demographic segments, NM Incite’s recent State of Social Media Customer Service study shows that Hispanic social media users are 21% more likely than the average U.S. social media user to use social care. In fact, over 57% of active Hispanic social media users have asked a question or voiced a complaint/issue to a brand or company using social media (e.g. Twitter or Facebook), compared to 47% of the general population.
Hispanic social care users also more frequently engage with brands for service-related issues compared to the general social media population. Nineteen percent (19%) reach out on a daily basis, 30% seek customer care weekly, 16% a few times a month, and the remaining 35% once a month or less.
Moreover, Hispanic consumers are nearly 25% more likely than the general social media population to prefer using social care compared to traditional channels such as a call center. Thirty-five percent (35%) of Hispanic social media users assert that they would rather Tweet at a company or post on a brand’s Facebook wall, compared to picking up the phone.
In addition to high usage rates and stronger preferences for social care, Hispanic consumers are also nearly 21% more likely than the general population to recommend a brand or company after their social care experience, creating a strong incentive for marketers that want to leverage positive word-of-mouth.
Hispanic consumers are most likely to comment on or ask a question about a company’s product or service on Facebook, followed by Twitter and YouTube. However, compared to the general social media population, Hispanics show a significantly stronger preference for Twitter and YouTube, with 26% of Hispanic consumers saying that are likely to reach out to company’s Twitter handle, compared to 13% of the general population.
Overall, social care is a more frequent, important and impactful part of the Hispanic consumers social media persona – which demonstrates the importance of offering and delivering quality social care for companies or brands that want to target this growing and valuable demographic segment.
Reinvigorate Your Customer Service with Social Care.