Hispanic users of social media are more likely to take advantage of customer service channels on the networks, according to data from Nielsen research and NM Incite.
More than 55 percent of Hispanic social media users have asked a question or voiced a complaint to a brand on social media, compared to just over 45 percent of the general population.
Hispanic consumers were 20 percent more likely than the general population to recommend a brand or company after a satisfying social customer service experience, the research found.
Hispanics also showed a significantly stronger preference for Twitter and YouTube, using those platforms at more than twice the rate of the general population.
The research built on Nielsen research conducted in early 2012, which identified Hispanics as one of the most digitally active demographic segments.