An estimate of 77 percent of Hispanic internet users in the U.S. were connected to some form of social networking in 2016. This means the number of Hispanic social network users in the U.S. stood at just over 34 million that year. By 2020, there will be nearly 41 million Hispanic social network users in the U.S. Hispanic users also spend more time on social media than many demographic groups surveyed in the U.S. This ethnicity ranked second in regards to weekly social networking time consumption. Nonetheless, Hispanic users in the U.S. lead in social media consumption on smartphones, with a weekly average of 279 minutes on social media via smartphone every week. Of the preferred social networking sites, Facebook unsurprisingly claims the top spot as the most popular social media among Hispanics, and recent data shows that 75 percent of Hispanic internet users accessed the social networking site. Both Instagram and Pinterest are also popular networking sites amongst Hispanic internet users in the U.S.
Hispanic users are enthusiasm about the advantages of the internet and technological development, online shopping being one of them. About 39 percent of Hispanic internet users have used expedited and same-day shipping programs, and about 20.6 percent of them have utilized mobile payment services in the past. Amazon Sites were ranked first as the leading retail sites of Hispanics in the U.S. with an audience of 13.41 million unique visitors. eBay ranked second and Wal-Mart took the third position. Other retailers include Target Corporations, Apple.com, Best Buy Sites and Macy’s Inc.