Bill Hartzer

Study: Hispanic Consumers 21% More Likely to Use Social Media for Customer Service

In a recent study by NM Incite, it was revealed that Hispanic social media users are 21% more likely than the average U.S. social media user to use social media for customer care and customer service. Also as a result of this same study, they found that 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.

Of those Hispanic social media users who use social media for customer service, the study found that they 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.

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.

NM Incite is a leading social media consumer insights provider and joint venture between Nielsen and McKinsey.

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