Hispanics Rely Heavily on Digital Devices for Local Shopping - eMarketer
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Hispanics Rely Heavily on Digital Devices for Local Shopping

Nearly 53% use tablets every day to shop for local products and services

March 7, 2014

US Hispanics are avid digital consumers who overindex on smartphone usage, and new research shows that many are turning to their bundle of devices every day to learn more about local products and services.

Research published by BIA/Kelsey in February 2014 reported that US Hispanic internet users relied on digital devices for local shopping far more than their non-Hispanic counterparts.

Tablets were Hispanics’ preferred device, with 52.5% of respondents reporting they used them daily for local shopping in Q3 2013. Less than 30% of non-Hispanic consumers did the same.

Devices US Hispanic and Non-Hispanic Internet Users Use Daily for Local Shopping, Q3 2013 (% of respondents)

Non-Hispanic internet users were most reliant on their smartphones for local shopping, with 38.0% saying they used them every day. And although smartphones were the second most popular device among Hispanics, they were still utilizing them more than non-Hispanics. Approximately 42% of Hispanics turned to their smartphones each day for information about local offerings.

It’s likely Hispanics were using these digital devices to do research on social media. With the exception of Facebook, they overindexed on all social networks for local shopping during Q3 2013. While Hispanics used Facebook for local shopping more than any other channel, non-Hispanics used it slightly more.

Social Networks Used for Local Shopping by US Hispanic and Non-Hispanic Internet Users, Q3 2013 (% of respondents)

However, when it came to finding trustworthy information about local products and services, Hispanics were most likely to go the traditional route. More than eight in 10 said they relied on their friends and family for recommendations—the No. 1 source by far.

Sources US Hispanic Internet Users Find Trustworthy for Information on Local Products/Services, Q3 2013 (% of respondents)

As for digital channels, 55.7% of Hispanic internet users considered the information they got from their Facebook friends to be credible. Hispanics were least reliant on comments from strangers. Only 26.4% of respondents said they considered them a trustworthy source for information on local products and services.

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