MINORITY MOBILE AND

SOCIAL MEDIA USE

BY THE NUMBERS
Published by Ken Vernon

Compiled May 2010

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CONNECTIVITY
13 hours: The average amount of time spent consuming any kind of media by Black
and Hispanic Americans 8- to 18-years-old.
8 hours and 36 minutes: The average amount of time spent consuming any kind of
media by White Americans 8- to 18-years-old.

73: Percentage of White teenagers between the ages of 12 and 17 who have a cell
phone.
71: Percentage of (English-speaking) Hispanic teenagers between the ages of 12 and
17 who have a cell phone.
64: Percentage of Black teenagers between the ages of 12 and 17 who have a cell
phone.

17: Percentage of White Americans who on a typical day go online with a handheld
device.
29: Percentage of Black and Hispanic Americans who on a typical day go online with a
handheld device.

SOCIAL NETWORKING
29: Average number of minutes spent on social networking sites by Hispanic
Americans.
19 minutes: Average number of minutes spent on social networking sites by White
Americans.
21 minutes Average number of minutes spent on social networking sites by Black
Americans.

52: Percentage of Hispanic Millennials who have created a profile on a social

networking site.
83: Percentage of White Millennials who have created a profile on a social networking
site.
71: Percentage of Black Millennials who have created a profile on a social networking
site.

64: Percentage of White Millennials who connect to the internet wirelessly when away
from work.
66: Percentage of Black Millennials who connect to the internet wirelessly when away
from work.
47: Percentage of Hispanic Millennials who connect to the internet wirelessly when
away from work.

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SOCIAL NETWORKS
71: Percentage of Asian Americans who use Facebook at least weekly.
53:Percentage of Black Americans who use Facebook at least weekly.
52: Percentage of Hispanic Americans who use Facebook at least weekly.

40: Percentage of Black Americans who use YouTube at least weekly.

51: Percentage of Asian Americans who use YouTube at least weekly.
45: Percentage of Hispanic Americans who use YouTube at least weekly.

14: Percentage of Asian Americans who use Myspace at least weekly.

26: Percentage of Black Americans who use Myspace at least weekly.
32: Percentage of Hispanic Americans who use Myspace at least weekly.

82: Percentage of Twitter users who are White.

7: Percentage of Twitter users who are Black.
5: Percentage of Twitter users who are Asian.
5: Percentage of Twitter users who are Hispanic.

78: Percentage of U.S. companies said they had not used any social media to engage
Hispanics.
18: Percentage of U.S. companies who planned to increase their Hispanic marketing
spending in the next year.

U.S. Bloggers are:

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SOURCES:
Generation M^2: Media in the lives of 8- 18-year-olds (PDF)
Pew Research: More and More Teens on Cell Phones
Merkle: View from the Social Inbox: 2010 (PDF)
eMarketer: Marketerd Miss Hispanics on Social Sites
eMarketer: Who Blogs Now?
eMarketer: Hispanic-American Consumers Accept More E-Mail

ABOUT DEFAKTO:
Defakto is a full-service digital marketing agency based on the core principal that what
we offer and produce should always be a reflection of What’s Best for Your Brand™.

The Defakto difference is an understanding of the full social graph of your customer
and the 360 degree view of brand touch points. The ultimate goal is beyond the sale.
The ultimate goal is creating customers that create new customers.

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gilbert.salazar@defaktogroup.com
ken.vernon@defaktogroup.com

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