Compared with all US adults on average, Hispanics are more likely to shop frequently and buy impulsively.
Hispanics are attuned especially to brands/brand names.
Los Angeles County is home to the largest U.S. Hispanic population. (Our network penetration is highest in California.)
The Hispanic Market uses and buys smartphones to a higher degree than any other media audience.
The Hispanic Market’s use of mobile to access the Internet is 12% greater than general population.
The Hispanic market demonstrates a greater enthusiasm and trust in the Internet and digital media than the general population.
Hispanics go online for information and socialization.
The Internet informs the purchase process among Hispanics to a greater degree than among the general population. 57% of Hispanics always go online to research purchase decisions.
As both offline and online media targets, Hispanics are much younger than the general population. They have larger households and younger children. 46% of Hispanics online are under 35 years old, compared to 28% of the US internet population.
Almost one-third of Hispanics who use social media automatically tag their location, and a quarter use check-in services (vs. 10% and 7% of Caucasians.)
Hispanic Shoppers are enthused and in sync with integrated media
Their more sophisticated mobile and technology usage and integration, as well as their use of the Internet in the shopping experience, makes Hispanics an ideal target Shoptopia’s integrated media touchpoints.
The Hispanic Market is inordinately savvy about digital media, with a higher propensity to embrace and make the most of digital media experiences–such as check-in generated information–that drive purchase decisions.
Sources include: Cheskin/Aol Hispanic Cyberstudy (2010), Retailer Daily, Experian/Simmons, Pew Research Center’s Internet and American Life Project