As social media is beginning to outweigh traditional media, people are now finding new ways to get their news and entertainment online. It used to be easier to map the demographics of a particular website, but with social sites like Facebook and MySpace, it is becoming harder to target a specific demographic. It is imperative to understand the trends that lead this shift in media and how ethnic minorities are more prevalent online than we may assume.

In a 2009 study by the Center for Hispanic Marketing Communication from Florida State University, data was collected to examine the patterns of social media behaviors of different ethnic/cultural groups in the US. The results showed that ethnic minorities visit social networking more frequently than non-Hispanic Whites.

The data was then extrapolated to determine which social networking site was deemed most popular among the users in the study. English speaking Hispanics again were at the top of the list with MySpace being the most preferred social site, followed by Facebook.

Although these statistics are interesting, finding the reasons why this shift in media is occurring among ethnic minorities will give advertisers and marketers a better understanding on how to engage this audience.

English speaking Hispanics tend to be a younger demographic than non-Hispanic Whites, and there isn’t any doubt that a younger generation is more accepting of emerging technology, but age is only a partial explanation for the use of social media. Factors like culture are more likely the relevant key driver of social behavior online.

Culturally, Hispanics are more collectivistic than non-White Hispanics and tend to look for advice from others when making important decisions. With social sites like MySpace and Facebook, these ethnic minorities can be connected to family and friends who are dispersed geographically. Also there tends to be a lack of content available online that is culturally relevant and in-language; ethnic minorities are forced to use social media in order to create and share their own content.

Although social sites provide a platform that allows people to organize and enhance their experience with others online, culture is still the bond that brings people together. Advertisers and marketers must focus on the cultural aspect when trying to reach ethnic minorities and reinforce their audience’s views and beliefs in the brands they are trying to promote.