Page 7 - CMC Hispanic Market Guide 2018

Social media stars: A world where diversity reigns with crossover appeal.

Unlike film and television, which have only recently begun to embrace diversity, social media is a place where
diversity reigns naturally. Top influencers tend to be popular with more than one racial/ethnic group. In fact,
aboutlralfafeaclrgraupts influencers are of another culture, and nine out of the 17 top social media stars are
multicultural.

Who are these social media followers?

~ They are younger: half of all 13-31. year-olds follow social media stars vs. one-third of 35-49 year-olds
- They are mu\[ticul!ura\[:two-thirds of 13-34 year-old multicultural consumers follow social media stars vs.
one-half of all 13-31»-year-olds

Branded content stands out in its shareability and influence for purchase.

In a world of online clutter. branded content stands out—consumers not only view it, they share it with their
online communities. Branded content supercharges your marketing, making your consumers want to try, buy and
use your brand more than a regular ad.

Percentage that agree: "Branded content makes me want to try/buy/use this brand

more than a regular ad"

13-17 18-31; 35-59
0
Q e\\ . Q
in N 3° 23 $
\\" <r "'5 Ln \\°
$ ° Q. o o q-
oo O > >
M <1" 0 l~
N’) N’!
NHW NHAA HISP NHW NHAA HISP NHW NHAA HISP

Teens and Hispanics can't live without their social media.

Not surprisingly, social media is the #1 digital activity teens can‘t live without, but did you know thatit‘s also the
#1 activity among Hispanic millennials 18-31» and #2 for Hispanics 35-1+9?

1018 CMCHVSPANVC MARKETGUIDE 1