Latinos are the demographic with the highest proportion of people who use TikTok, Instagram, and Whatsapp, in the U.S., according to the Pew Research Center's survey of 'American's Social Media Use.'
The study showed that 49% of Hispanic or Latino adults use TikTok, with Black adults coming in second (39%). Smaller percentages of Asian (29%) and White (28%) adults report using the social media app.
This social media platform, centered around video and launched in 2016, has approximately 100 million monthly users in the U.S., according to Statista.
When it comes to Instagram, almost six-in-ten Latinos (58%) and Asian (57%) adults report using the platform, a higher proportion than the reported among Black (46%) and White (43%) adults, the survey found. The average usage among all participants was 48%.
Both platforms are characterized by having a predominantly young audience, especially under 30 years old.
About 78% of 18- to 29-year-olds say they use Instagram, which is far higher than the share among those 65 and older (15%), while 62% of 18- to 29-year-olds say they use TikTok.
Latinos, which are set to represent 20% of the U.S. population soon, are the heaviest users of WhatsApp, an popular instant messaging and voice-over-IP service in most countries of Latin America.
About 54% of Hispanic adults and 51% of Asian adults report using WhatsApp, according to the survey. This compares with 31% of Black adults and even smaller shares of those who are White (20%).
Snapchat, a social media platform used by only 27% of the population in the U.S. according to the study, surprisingly has more users among Latinos. Approximately 35% of Latino respondents reported having used it, while the usage among Black, Asian, and White individuals was 25% each.
Latino Social Media Usage Across Different Platforms
YouTube is the most widely used online platform in the United States, with eight-in-ten U.S. adults (83%) reporting ever using the video-based platform. About 93% of Asian respondents use it, followed by Latinos (86%), Black (82%), and White (81%).
Facebook, which is also a dominant platform in the country, being used by 68% of participants in the survey conducted by Pew. Although there was a slight variation by race and ethnicity, Whites were the heaviest users (69%) of the platform, followed by Asians (67%), Latinos (66%), and Blacks (64%).
The social media platform X, formerly Twitter, was used by 37% of Asian respondents, 25% of Latinos, 23% of Black, and 20% of White.
Linkedin, a business and employment-focused social media platform, is not so frequently used by Latinos in the U.S. Only 23% of Hispanics said they use it, compared to 29% of Black, 30% of White, and 45% of Asian.
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