Hispanics' Shopping Activity Reflects Digital Affinity - eMarketer
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Hispanics' Shopping Activity Reflects Digital Affinity

When shopping online and offline, nearly half of Hispanics involve social media

January 29, 2013

By now it’s well known that Hispanic consumers overindex for most digital behaviors. An August 2012 study from Acosta Sales & Marketing found that Hispanic consumers, in particular, were more likely than the average shopper to use a smartphone, as well as text, stream music and video, and use mobile apps. But what truly sets Hispanics apart, studies suggest, is their mobile internet shopping habits.

Digital Media Use Among US Hispanic vs. Total Shoppers, Aug 2012 (% of respondents)

When researchers studied mobile shopping behaviors, a sharp divide emerged between Hispanics and the average US consumer. A May study from Leo Burnett and Lapiz found that Hispanic consumers were approximately 70% more likely than non-Hispanic consumers to shop by mobile phone (56% of Hispanics reported doing so, vs. 33% of non-Hispanics) and by tablet (43% vs. 25%). In other words, not only are Hispanics more likely than non-Hispanics to use a smartphone, but they’re a lot more likely to shop with it.

US Hispanic vs. Non-Hispanic Consumers Who Shop via a Mobile Phone or Tablet, May 2012 (% of respondents in each group)

Both online and off, Hispanics are considerably more likely than non-Hispanics to make shopping a social activity. While 48% of Hispanics involved social networking sites in their shopping activities, only 31% of non-Hispanics did so. Furthermore, Hispanics were found to be twice as likely to share opinions and write reviews on social sites, and more than twice as likely to reach out to friends and family while shopping.

Online and Offline Social Shopping Activities Conducted by US Hispanic vs. Non-Hispanic Consumers, May 2012 (% of respondents in each group)

The takeaway: It’s not just a higher rate of digital adoption that separates Hispanic from non-Hispanic consumers—it’s how that technology is put to use.

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Check out today’s other articles, “Will TV Everywhere Satisfy Streaming-Savvy Consumers?” and “Travel Leads B2C Ecommerce Sales in Australia.”


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