So-Called “affinity” Marketing is Really Racial and Ethnic Profiling and Targeting Used by Facebook, Google and Many Others
Facebook has developed a solution to reach the US Hispanic Affinity Audience: the most mobile and socially active group in the U.S., in the language of their preference.
US Hispanic Affinity audiences at a glance
Large Audience
26.7M MAUs (on par with Hispanic TV networks)
Mobile
25.2M MMAUs
95% access Facebook on mobile and 47% access Facebook exclusively on mobile (150 index vs. all other US audiences)
Highly engaged
22.1M DAU
82.8% return to Facebook daily
Over index on all key engagement metrics (e.g., comments, messages, likes, etc.) vs. all other US audiences
US Hispanic Affinity Identification
The US Hispanic cluster is not designed to identify people who are ethnically Hispanic. It is based on actual users who are interested in or will respond well to Hispanic content, based on how they use Facebook and what they share on Facebook.
US Hispanic Affinity targeting options on Facebook
US Hispanic Affinity Segment
- How to access: Audience > More Demographics > Ethnic Affinity > Hispanic (US-All)
Language-based targeting within US Hispanic Affinity
- Bilingual (7M+ MAU)
- Spanish dominant (10M+ MAU)
- English dominant (9M+ MAU)
- How to access: Audience > More Demographics > Ethnic Affinity > Hispanic (US-All)
Use these segments with other Facebook targeting solutions to further refine your audience
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For more information, see the attached PDF.
