Page 21 - Synchrony US Hispanic Market Playbook

SOCIAL MEDIA & INFLUENCERS

Hispanics are extremely tech-savvy and comfortable navigating social media channels,
which is important in their path to purchase due to the relevance of word of mouth

regarding consumer behavior for this segment.

Hispanic consumers are more likely than the general population to use social
networking sites to learn more about products and services.
Not only do Hispanics like to give advice about making purchases, but also look to
others they trust to make purchases - family, friends, as well as celebrities and
influencers.

Hispanics spend more time than the total population on social media, with 57%
spending more than one hour per day and 27% spending three hours or
more compared with just 48% and 20%, respectively, for the total population.

Young Hispanics 18-34 are over twice as likely to use WhatsApp and Telegram as the
general population and are also more likely to use Instagram and Discord (chat for

gamers).

Hispanic influencers are among the most followed in social media. According
to Brandwatch, as of November 2021 Lionel Messi (#4), Ariana Grande (#6), Selena
Gomez (#7), Jennifer López (#15) and Neymar (#17) are among the top 20
Instagram accounts with the followers.

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