Experian Marketing Services, a provider of integrated consumer insights, targeting and cross-channel marketing, has released a new Hispanic shopping analysis that shows Hispanic adults are more frequently visiting retailer websites than the average online population. During a 24-week period from June 2013 through November 2013, Hispanics' share of visits to Experian Marketing Services' Hitwise Retail 500 websites was 21 percent higher on average than the overall online population. Further, the analysis found that this market share widened in October 2013 and continued to increase through November.

"Our analysis indicates that Hispanic adults are shopping online more frequently than the online population and that they are shopping earlier in the season this year," said Heather Dougherty, research director at Experian Marketing Services. "Those websites most frequently visited by Hispanic shoppers mirror the online population, with Amazon.com, Walmart.com and Target.com leading overall. However, our analysis also found that smartphones are clearly a key shopping tool for Hispanic consumers; so, ultimately, those retailers that win this highly influential and socially active consumer will be those with savvy mobile strategies and cross-channel execution capabilities."

Experian found that 54 percent of Hispanic smartphone owners visit shopping sites from their mobile browser during a typical month and they spend more time browsing those sites than non-Hispanic smartphone owners. Hispanic adults are visiting department store mobile websites more frequently than non-Hispanics. In the past 30 days, Macys.com leads this trend as the most overindexing shopping site visited by Hispanic smartphone owners from their mobile phone.

websites visited by Hispanics on smartphone during the past 30 days
Mobile website Category Index vs. Non-Hispanic
Macys.com department stores 245
Sears.com department stores 187
Gamestop.com video and games 159
Walmart.com department stores 153
Oldnavy.com apparel and accessories 140

The findings of the analysis include the following:

Hispanic adults are more interested in mobile ads and more likely to purchase products that are advertised on mobile devices

Hispanic adults who own smartphones are twice as likely as non-Hispanics to say that they are interested in receiving advertisements on their phone and 58 percent more likely to purchase products they see advertised on their phone. Hispanic adults who own smartphones are 13 percent more likely than non-Hispanics to say that they often use their mobile phone while shopping to find local deals.

"Hispanic consumers embrace the concept of the 'always-on' consumer," said Dougherty. "There is a significant opportunity for retailers and marketers to reach Hispanic shoppers as they shop and to drive engagement, even purchases, on their mobile device."

Hispanic adults are more likely to visit mobile shopping websites, but app use is only average

Interestingly, the analysis found that while Hispanic smartphone owners are more likely to visit mobile shopping websites, their use of shopping apps overall is only average. 37 percent of Hispanic smartphone owners use a shopping app on their phone during a typical month, compared with 38 percent of non-Hispanic smartphone owners.

"Mobile apps are one of the only digital touch points where usage for Hispanic adults is average which highlights an opportunity for potential growth," said Dougherty. "Retailers looking to better engage the Hispanic consumer on digital channels should not only optimize their website content for mobile but also offer websites and apps in Spanish. This strategy could engage potential customers who may prefer to shop in their first language."

However, there are certain shopping apps that Hispanics use at rates exceeding their non-Hispanic counterparts.

Shopping apps used by Hispanics on smartphones during past 30 days
Mobile App Index vs. Non-Hispanic
Walgreens 210
Ibotta 187
Amazon Mobile 142
Starbucks 122
eBay 112

Hispanic adults access social media more frequently, across more devices

Hispanic social media users access social media more frequently than non-Hispanics. In fact, 69 percent access social media at least once a day, compared with 62 percent of non-Hispanics. During a typical week, Hispanic social media users are more likely than non-Hispanics to access social media properties via many devices, including gaming consoles (index 121 vs. non-Hispanics), MP3 players (index 118), smartphone Web browsers (index 117), smartphone apps (index 112) and digital tablet apps (index 103, despite lower tablet ownership rates among Hispanics). However, Hispanic social media users are less likely than average to access social media through a PC — either at work (index 84) or at home (index 80).

"Retailers hoping to reach Hispanic shoppers should consider social media channels and need to ensure that their communications are optimized to work on a variety of platforms," said Dougherty.

Hispanic social media users are more likely to follow brands

Hispanic social media users also are 6 percent more likely than non-Hispanics to follow companies and brands on social media and 30 percent more likely to say that they are likely to purchase products that they see advertised on social media properties.

Read more about consumer behavior.

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User Comments – Give us your opinion!
  • Barbara Ballard
    The Pew American Life Project has been tracking Hispanic versus white & black computer, Internet, and mobile adoption over the years. What's been true for the past 5 years is: and Hispanics are more likely to use mobile phones, less likely to use computers, and more likely to use mobile Internet. http://www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/ So why don't the vast majority of US bricks and mortar retailers support Spanish language in their mobile apps? Walgreens, Target, and Walmart all don't.
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