Social media: Hispanics ride the social wave
Graeme Hutton and Maegan NevinsUM, New York
Hispanics have been leading the way in social media uptake in the US and are ahead of other groups in their level of interactivity, thanks to high smartphone ownership and their desire to upload content aimed at their communities.
Wave is UM's global social media tracker. Wave's geographical coverage has mushroomed from just 15 countries in Wave 1 with a sample of 7,500, to 62 countries in Wave 6, polling more than 42,000 active internet consumers.
We initiated Wave in 2006 because we realised there...