Study Finds More Hispanics Use Mobile Devices for Purchases
DENVER -- U.S. smartphone penetration stands at approximately 57 percent, and when it comes to making actual purchases via mobile phones, Hispanic shoppers are the most active, according to "The Checkout," an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research.
The study shows that 16 percent of Hispanic shoppers currently use their mobile devices to make purchases, compared to 12 percent of general-market shoppers.
"Since mobile and online tools are important to Hispanics, there is opportunity to leverage technology to better engage this audience," said Martin Ferro, senior account planner for Velocidad, a Hispanic promotional, retail and shopper marketing capability of The Integer Group. “It's not just about replicating general-market strategies and making them bilingual; it's taking those key elements that Hispanic shoppers seek and incorporating them into the shopper experience.”
Additional findings on Hispanic shoppers from "The Checkout" study include:
- Use of private label has grown significantly in recent years. Just 28 percent of Hispanic shoppers (compared to 22 percent of general-market shoppers) say they immediately go for name brand items, while 68 percent of Hispanics (compared to 60 percent of general-market shoppers) find their usual brand but then consider a store brand as an alternative.
- Hispanics place a greater emphasis on their personal networks, with 40 percent saying recommendations from their friends and family influence their shopping lists (compared to 29 percent of the general market).
- Hispanic shoppers are more experiential. Twenty-five percent say having an enjoyable shopping experience is most important to them (vs.18 percent of general-market shoppers).
- When considering value, 53 percent of Hispanic shoppers say finding the highest quality items is the most important factor (compared to 40 percent of the general market). Price is also an important factor, with 45 percent of Hispanics saying this is most important to them (vs. 43 percent of general-market shoppers).
Data for "The Checkout" study comes from a national survey conducted by Integer and M/A/R/C, where consumers are asked about their shopping attitudes, shopping behaviors and economic outlook.
The Integer Group is one of the world's largest promotional, retail and shopper marketing agencies, and a key member of Omnicom Group Inc.