Hispanics, who comprise about 15 percent of the U.S. population, account for 11 percent of the total online market, according to the institute.
Thirty-six percent of English-speaking Hispanics said they check social networking websites at least two or three times a month, compared to 26 percent of African-Americans, 34 percent of Asians, and 27 percent of Spanish-speaking Hispanics.
“Hispanics’ heavy use of social media mirrors the culture‘s dependence on strong, extensive social relationships,” the report said.
The Hispanic Institute’s report reflects findings in a 2010 Pew Internet & American Life Project survey that indicated the digital divide between whites and minority groups could be narrowing.
A greater percentage of whites than blacks and Hispanics still have broadband access at home, but laptop ownership is now about even for all these groups, after blacks’ laptop ownership jumped from 34 percent in 2009 to 51 percent in 2010, according to Pew.
Aaron Smith, a Pew senior research specialist, says there are obvious limitations on what users can do on a mobile device–updating a resume being the classic example.
“Research has shown that people with an actual connection at home, the ability to go online on a computer at home, are more engaged in a lot of different things than people who rely on access from work, a friend’s house, or a phone,” Smith says.
For those Hispanics with mobile access, their connections are often related to geography.
“Most Latinos here want to communicate with each other, they have family in other places that they want to be connected to,” Amador says. “And they want to be involved in the American community. They see everyone on TV talking about Facebook and Twitter, and they want what other Americans have.”
Material from the Associated Press was used in this report.
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