Posts Tagged: shopping

Hispanic Americans are foreshadowing the future of media in the U.S.

Hispanic Americans are foreshadowing the future of media in the U.S., and for advertisers and marketers seeking to tap into the increasing spending power and cultural impact of this growing audience segment, digital media is the key. Hispanic Americans spend more time online and are more receptive to advertisements in general than non-Hispanic Americans.

Research findings from Specific Media and SMG Multicultural include:

• Hispanic Americans spend more time shopping online in general. Hispanic Americans spent 83 percent more time on the Internet than non-Hispanic Americans, and they also spend nearly four times as long shopping online via websites or apps.
• Hispanic Americans are leading the adoption of smartphones and tablets as media devices. Hispanic Americans spend a greater amount of time engaged in online activities on their smartphones (26 percent compared to 20 percent of non-Hispanics) and tablets (16 percent compared to 13 percent of non-Hispanics), while non-Hispanic Americans spend a greater amount of time engaged in online activities on their desktops (67 percent compared to 59 percent of Hispanics). Hispanics are also more likely to perform purchase-related activities on their mobile devices.
• Hispanic Americans are more favorably pre-disposed to advertising in general. Across all three digital platforms – desktop, smartphones and tablets – Hispanics are far more likely to find ads useful, relevant, influential and informative. This discrepancy is greatest in the smartphone category, with Hispanic audiences reporting they find ads useful and relevant at more than double the rate of non-Hispanics (36 percent compared to 17 percent of non-Hispanics).
• Hispanic Americans multimedia-task while watching TV and engage more across platforms with programming and ads. Findings show that Hispanic audiences are not only more likely to engage in other digital activity while watching TV, but they are also twice as likely to engage with a brand based upon TV ad characteristics.
• Facebook is the most popular online site across the board for Hispanic and non-Hispanic audiences. Amazon gains the highest amount of unique visitors by English-preferred Hispanics, and YouTube has the highest amount of unique visitors by Spanish-preferred Hispanics. Bing is the favored search engine choice for Hispanics; however non-Hispanics prefer to use Google.

Source: Published originally on HispanicAd.com as Hispanic Americans are foreshadowing the future of media in the U.S., March 12, 2015.

New Food Trends for Latina families

A new study released by Meredith Hispanic Ventures looks at identifying the shopping, cooking, and eating habits of the modern Latina family.

Since Hispanics currently represent 16 percent of the total U.S. population, have a predominately larger household, and spend more money on groceries than non-Hispanic households, it is critical that marketers understand the role that food plays in the lives of Latinas. In order to gain deeper insight into the changing food consumption behaviors in the Latina marketplace, the research department at Hispanic Ventures tapped into their “Entre Nosotras” (“Between Us”) database of 5,000 loyal and influential subscribers to conduct the food trend report.

Among the survey’s findings:

• Nutrition matters to Latinas, with nearly 4 in 5 respondents reading nutrition labels. Hispanics care about purchasing foods low in fat, high in fiber, and low in sugar; and more than half of respondents buy organic products.

• Latinas said they are not only shopping the Hispanic aisle – they have eclectic palettes and enjoy cooking a wide variety of foods. These aspiring epicureans want to learn more about global cuisines, and they continue to seek samples and coupons to learn about new products.

• Similar to the general market, convenience is very important to Latinas. Respondents said they use disposable plates, towels and utensils, and they buy frozen vegetables, canned soups, and protein bars.

• Latinas are connected online, with nearly half of respondents saying they use a mobile or smart phone to assist them while shopping. The report showed that 55 percent of Latinas who use recipes get them from the internet, and 60 percent search for recipes in Spanish. Smart phones, tablets and computers provide Latinas with the convenience and simplicity they crave.

Source: Published originally on HispanicPRpro as Meredith Hispanic Ventures releases New Food Trends Report, March 14, 2011.

Advertisers must pay attention to Hispanic consumers

A recent article published in Forbes notes that U.S. Hispanics are not valued enough by America’s corporations, government and mainstream media who do not take Hispanic consumers seriously enough, especially their buying power or trend setting influence. Although the proportion of U.S. Hispanics is scaling upwards rapidly, corporations and advertisers continue to underestimate the importance of Hispanics as an economic and business development engine.

To see an example of the economic impact Latinos can have, one need look no further than their local grocery store aisle, where tortillas, taco kits and salsa outperform hamburgers, hot dog buns and ketchup sales.

The reports adds that many of America’s corporations cling to preconceived stereotypes instead of becoming informed about Hispanic culture and how it shapes the identity of Hispanic consumers and their community at-large. Hispanics represents 16.7% of the United States population with a purchasing power estimated to reach $1.5 trillion by 2015 when 1 in 3 newborns will be Latino, and by 2050, the percentage of Hispanics will have nearly doubled to 30%.

Experts suggest that advertisers must look well-beyond the Spanish-language demographic and wake-up to the fact that second and third generation English-speaking U.S. Hispanics – who represent 68% of partially acculturated Hispanics (dual cultural affinity) – is where the growing value of Hispanic purchasing power lies. It therefore should come as no surprise that Univision/ABC will be launching a 24/7 cable news network in 2013 that specifically targets English-speaking U.S. Hispanics.

The marketing agency Lapiz, recently released a new consumer research study called LatinoShop. Some of its findings show that Latinos view shopping not so much as a chore; instead it’s “a multisource, multisensorial and multigenerational experience that provides retailers and marketers with a wide range of opportunities to engage.” Here are just a few of the LatinoShop study’s findings:

Hispanics Shop with Their Senses

• 55% Hispanics vs. 38% Non-Hispanics – like to touch and feel a product
• 36% Hispanics vs. 13% Non-Hispanics – think it’s fun to immerse themselves in the store atmosphere
• 49% Hispanics vs. 19% Non-Hispanics – judge product quality by product packaging

Social Shopping (online and offline)

• 37% Hispanics vs. 17% Non-Hispanics – reach out to friends and family
• 36% Hispanics vs. 18% Non-Hispanics – share opinions and write reviews
• 48% Hispanics vs. 31% Non-Hispanics – use social networking sites

Mobile and Tablet Shopping

• 56% Hispanics vs. 33% Non-Hispanics – shop mobile with a phone
• 43% Hispanics vs. 25% Non-Hispanics – shop with a tablet

Trendsetting (Hispanics are more than twice as likely vs. non-Hispanics to):

• 41% Hispanics vs. 18% Non-Hispanics – follow the trends
• 31% Hispanics vs. 14% Non-Hispanics – like to try new products first
• 30% Hispanics vs. 13% Non-Hispanics – like to be first to share with friends

Radio, Billboards and Infomercials (Still Rank High Amongst Hispanic Consumers)

• Radio: 72% Hispanics vs. 46% Non-Hispanics
• Billboards: 59% Hispanics vs. 35% Non-Hispanics
• Infomercials: 52% Hispanics vs. 23% Non-Hispanics

Source: Forbes, Advertisers Must Pay Attention to Hispanics as rising trendsetters in 2013, by Glenn Llopis, January 9, 2013.

 

Shopping habits of Hispanics when purchasing frozen foods and snacks

The Hispanic population continues to grow, and it is estimated that by 2016 Hispanics will comprise 60% of U.S. population growth, according to Nielsen’s State of the Hispanic Consumer: The Hispanic Market Imperative report.

According to the Census Bureau, by the year 2050, Hispanics are projected to account for 30.2% of the total U.S. population.

A new study from Univision Communications and SmartRevenue, Hispanic 411:  Insights to Grow Your Business, looks at Hispanics shopping habits when they buy snacks and frozen foods.

Here are some of the findings:

Fifty-three percent of Hispanics shop more than once a week vs. 39 percent of non-Hispanics.
Preparing traditional meals for family holds high value to Hispanics because the mealtime together is important, and it helps keep the Hispanic culture alive.  Yet time pressures create a need for more convenient foods.
Hispanics prepare “hybrid meals,” using some components from the frozen foods aisle, to bridge the divide between traditional tastes and convenience.  Just 46 percent of Hispanics rely on frozen foods to create an entire meal vs. 59 percent of non-Hispanics who do so.  Yet 42 percent of Hispanics do include frozen foods as part of the meal.  The frozen foods they buy most: pancakes and waffles (47%).
Hispanics are more likely than non-Hispanics to incorporate snacks throughout the day—by a 23 percent to 15 percent margin.  They are also more likely to consume snacks while at work.
Nearly 40 percent of Hispanics shop with their immediate family vs. 18 percent of non-Hispanics who do so.  This results in more than one in three Hispanics considering recommendations from friends or family when buying frozen foods vs. about one in five non-Hispanics who do so.
Six in ten Hispanics (59%) cite “knowing others will like it” as a factor when buying frozen foods vs. 36 percent of non-Hispanics. When buying snacks, the figures are 66 percent Hispanics vs. 58 percent non-Hispanics.

Source: Phil Lempert Supermarket guru, How Hispanics buy frozen foods and snacks, August 3, 2012.

Hispanic women are smartest shoppers

A study released by WSL/Strategic Retail looks into how shoppers have changed and how retail is being transformed.

The study, How America Shops MegaTrends report, Moving On 2012, reports that Hispanic women are the most passionate and proactive shopper segment searching for the best. Hispanic women are more actively using mobile devices, coupons, online searches, dollar stores and deep discount retailers to save money, as compared to other female demographics.

According to the researchers, "To achieve the American Dream of having it all, Hispanic women shop more creatively than other demographics, utilizing every savings opportunity to get what their families need at the lowest price."

Here are some of the findings:

• More than half of Hispanic women search online before going shopping.
• Nearly 60 percent use apps to search for the lowest price.
• Three out of four use coupons to get the lowest sale price
• Sixty-three percent will travel further to shop at a store where they can save money.
• More than half (53 percent) are using their mobile devices in the store to find electronic coupons, sales and discount codes.
• Fifty-four percent only buy items that are on sale.

WSL/Strategic Retail conducted an internet survey, that included 1,950 respondents drawn from a nationally representative online sample.

Source: HispanicBusiness.com, Hispanic Women Are Smartest Shoppers: Study, June 5, 2012.

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