Facebook has updated the numbers associated with their US Hispanics affinity group, increasing the total from 26.7 million (published in 2013) to 29.1 million. This means that there are an additional 2+ million US Hispanics identified by Facebook for target marketing. Before the creation of the affinity group, the only way for marketers in the US to target Hispanic consumers was through language preferences, which were imprecise and incomplete. The affinity group has helped marketers reach US Hispanic audiences more effectively.
Facebook also updated the language preference numbers, increasing the Spanish-dominant segment from 10 million to 14 million, making them 48% of the US Hispanics identified. In addition, English-dominant users decreased from 9 million to 7 million, and Bilingual users increased from 7 million to 8 million.
What this means is that, according to Facebook, active US Hispanic Facebook users have the following composition:
29.7 million total US Hispanics
- 14 million of them are Spanish dominant (48%)
- 7 million of them are English dominant (24%)
- 8 million of them are Bilingual (28%)
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