Most Popular Social Media Networks For Multicultural Groups

We recently covered that 65 percent of the internet audience uses some form of social network, which is a trend that doesn’t seem to slow down. But for the multicultural internet audience, where do they go and what social media sites are preferred by which group?

Using Quantcast traffic measurement tools for US internet visitors, we can get a picture of which network is big for what group.
MySpace
Hispanic users – 14% African American users – 12% Asian – 4%
Facebook
Hispanic users – 5% African American users – 12% Asian – 6%
hi5
Hispanic users – 52% African American users – 25% Asian – 3%
Bebo
Hispanic users – 8% African American users – 43% Asian – 3%
Cafemom
Hispanic users – 9% African American users – 7% Asian – 2%
Friendster
Hispanic users – 7% African American users – 5% Asian – 50%

A summary of Quantcast analysis of the various social media networks:

Hispanics are on Myspace + hi5
African Americans are on hi5 + Bebo
Asians are on Facebook + hi5 (Friendster only has an estimated 2M audience in the US making it a small population for this)

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