Study: Hispanics more responsive to social media marketing

Approximately 98 percent of adults aged 18-to-24 use social media such as Facebook or Twitter on a daily basis, according to a recent study from consumer insight service Experian Simmons, The Next Web reports.

Additional findings included the fact that 129 million people - approximately 41 percent of the U.S. population - use social media platforms to stay in touch with friends and family.

While the majority of the study focused primarily on how social media affects familial relations and communication, researchers also offered an added focus on Hispanic users, finding that 30 percent of these consumers use social media to follow their favorite companies, compared to 18 percent of non-Hispanic users. Also, 11 percent more Hispanic adults are likely to purchase a product that's advertised on social media compared to other ethnic groups.

Businesses may be able to use this information to shift their focus to more Hispanic-centered products, or consider a local SEO campaign aimed at the Spanish population.

Facebook is likely the social media platform most users prefer, as a recent Chikita Insights study found that Google Plus has lost around 60 percent of its active users over the past two weeks, indicating that initial curiosity about the platform has faded.