More than half (52%) the US Hispanic population is predicted to use messaging app WhatsApp in 2019, according to the latest forecast by eMarketer.
The platform’s Hispanic user base has rapidly grown to 32 million over the last few years, largely driven by cost savings.
Interestingly, WhatsApp was more popular among US Hispanics than Instagram (34.3%) or Twitter (21%).
Usage is also driven by high adoption of WhatsApp in Latin American countries, rendering the app a useful tool to stay in touch with family and relatives.
At the same time, Latin American countries boast some of the highest mobile costs due to lack of carrier competition.
WhatsApp can be used on WiFi networks to send text, images, videos and voice messages. This makes it more attractive to users of any age than social media networks alone.
“WhatsApp might not be as popular overall as other social apps, but it has been able to differentiate itself as a user-friendly app,” said eMarketer junior forecasting analyst Nazmul Islam. “Should Facebook maintain its core design, we expect WhatsApp to keep a firm grasp of the Hispanic market.”
eMarketer predicts that growth will continue until 2023 when 47 million US Hispanics will be WhatsApp users, accounting for 70.7% of the Hispanic population in the US.