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BizReport : Research : May 31, 2011

Report: Where MySpace, Texting, Voice still engage

MySpace may be 'so five minutes ago' for most American consumers, but for one specific demographic, marketers might want to revisit a MySpace profile or ad campaign. According to recent numbers from the Nielsen Company, Hispanic consumers in America are 54% more likely to visit the former king of social networks than other demographics.

by Kristina Knight

socnets.jpgThe report finds that African-American consumers are 30% more likely to visit Twitter than average Americans and Asian/Pacific Islanders are most likely to socially network through blogs. Asian-Americans are 59% more likely (than average) to visit a WordPress site and 41% more likely to visit a Blogger blog. This demographic is also most likely to be found online, spending upwards of 80 hours on a PC in February 2011.

Other interesting findings include:

• African-Americans spend more than 6 hours per day watching television
• African-Americans use more voice minutes (1,200 plus per month)
• Hispanic consumers are most likely to text (943 per month)
• Smartphone penetration is at 45% for Hispanic consumers
• Asian/Pacific Islanders are active PC users and content consumers, visiting more than 3,000 web pages (February 2011)

Speaking to the averages, MySpace is the fifth most popular social network overall with a 1% visit share according to Experian Hitwise data. Facebook is top dog with nearly 63% of visits, YouTube ranks second with a 21% visit share and Twitter ranks third with a 1.16% visit share.

Tags: African-American, Asian/Pacific Islander, Facebook, Hispanic, Hitwise, mobile ads, mobile marketing, MySpace, Nielsen Company, social marketing, social networks, Twitter

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