U.S. Hispanics, African and Asian Americans and Facebook Video

Article Source: Ad Week
Original Post Date: November 17, 2015

Facebook users who identify themselves as U.S. Hispanics, African Americans orAsian Americans are 1.3 times more likely than average users to say thatvideo helps them stay connected with their cultures.

Facebook IQ commissioned a survey by Qualtrics to study the value of video on the social network to multicultural audiences, and its other findings included:

  • 86 percent of African Americans believe cultural heritage is important to the way they define themselves, along with 84 percent of U.S. Hispanics and 81 percent of Asian Americans.
  • U.S. Hispanics are 1.5 times more likely than average users to watch video on their mobile phones or tablets multiple times per day, and that figure is 1.3 times for the other two groups.
  • Video topics that create cultural connections with multicultural audiences include family, food, language, music and sports.
  • Multicultural affinity clusters on Facebook are 1.3 times more likely than the average user to consume video content from brands longer.