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Nuria Santamaria Wolfe
Head of Multicultural Strategy, Twitter
eMarketer estimates that in 2016, 32.1% of US Hispanic internet users and 30.6% of US black internet users will use Twitter regularly, compared with 17.1% of white and 21.4% of total US web users. eMarketer’s Alison McCarthy spoke with Nuria Santamaria Wolfe, head of multicultural strategy at Twitter, about why blacks and Hispanics overindex in Twitter usage, the unique ways they use the platform and what advertisers should keep in mind when connecting with these groups on Twitter.
eMarketer: Our data shows that blacks and Hispanics tend to use Twitter more than other demographic groups. Why do you think Twitter has caught on more with these audiences?
Nuria Santamaria Wolfe: Research shows us that both of these groups are more digital, mobile and social than average. They tend to be early adopters of technology and really integrate digital platforms to become crucial parts of their daily lives. When you think about Twitter and the kind of platform that we are, we’re really at the intersection of all of those three elements. We are a digital, mobile, social platform. So I don’t think it’s surprising that these consumers are overindexing in Twitter usage, as well as spending more time on the platform, consuming more content than average.