Hispanics Embrace Digital Channels When Shopping

NEW YORK -- A new shopping analysis released by Experian Marketing Services shows that Hispanic adults more frequently visit retailer websites than the average online population, and many of those visits are via smartphone.

During a 24-week period, from June through November, Hispanics' market share of visits to Experian Marketing Services' Hitwise Retail 500 Websites was 21 percent higher, on average, than the overall online population. The research 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.

The analysis also revealed that Hispanic adults who own smartphones are twice as likely as non-Hispanics to say they are interested in receiving advertisements on their phone and are 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 they often use their mobile phone while shopping to find local deals.

"Hispanic consumers embrace the concept of the 'always-on' consumer," said Heather Dougherty, research director at Experian Marketing Services. "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."

However, the same analysis found that while Hispanic smartphone owners are more likely to visit mobile shopping websites, their use of shopping apps is only average. Thirty-seven 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 touchpoints where usage for Hispanic adults is average, which highlights an opportunity for potential growth," Dougherty explained. "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."

In the area of social media, Experian Marketing Services found Hispanic social media users access social media more frequently than non-Hispanics. Specifically, 69 percent access it 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 via many devices, including gaming consoles, MP3 players, smartphone web browsers, smartphone apps and digital tablet apps. However, Hispanic social media users are less likely to access social media through a PC either at work or at home.

"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," Dougherty said.

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 they are likely to purchase products they see advertised on social media properties.

Experian Marketing Services is a global provider of integrated consumer insights and targeting, data quality and cross-channel marketing. This latest shopping analysis leveraged its Simmons Connect, a comprehensive, continuously fielded study that connects detailed insights on consumers' use of 11 traditional and digital media platforms to brand preferences, shopping habits, opinions, lifestyles, media consumption and language preferences of both English and Spanish speakers; and Hitwise, a sample of online consumer behavior that connects online insights with offline lifestyle and life-stage information.