Hispanics show a greater enthusiasm than other groups for social media such as Facebook, YouTube and Google+, but are more reluctant to share personal information, according to a study released Thursday.
uSamp, a survey firm based in Encino, California, talked to 650 Hispanics about their views on social media.
"Social media is a natural fit for Latinos. Latinos, by nature, are innovators. Social media allows us to create, recreate and take a shot at building communities around content that we want," Lance Rios, founder and CEO of Being Latino, Inc., said.
Among the findings: 90 percent of Hispanics are likely to be on Facebook, compared with 81 percent of the general population, and 57 percent of Latinos use YouTube, as opposed to 46 percent of non-Hispanics.
And while 47 percent of Hispanics are likely to be on Google+, the comparable figure for the general population is only 18 percent, uSamp found.
At the same time, Latinos are more careful in what they reveal on social media, with the proportion who are willing to share their names of 65 percent, compared with 87.1 percent of non-Hispanics.
Forty-three percent of Latinos are prepared to post their relationship status, compared with 74 percent of the general population.
Fewer than one in three Hispanics will disclose his or her political affiliation in social media, while 53 percent of non-Latinos are willing to show their political colors.
Half of non-Hispanics are prepared to reveal date of birth, versus only 36 percent of Latinos, uSamp found.
"Culturally we tend to be sensitive to giving personal information so easily. Once trust is gained, Latinos will usually open up," Rios said.