Here’s a sneak peek at a couple slides from BIA/Kelsey’s “Hispanic Consumers Buy Into Digital for Local Shopping” webinar, which is broadcasting Thursday, February 27. BIA/Kelsey’s Dr. Mark Fratrik, Senior Vice President and Chief Economist, and Meshach Cisero, Associate Analyst, will be hosting the webinar about what our Consumer Commerce Monitor survey uncovered concerning Hispanic consumers’ local shopping habits, social media and mobile usage.
According to Dr. Fratrik, Hispanic consumers surveyed showed “a greater use of digital devices and using them for local shopping behavior. One driving force for this overall result is the younger age distribution (in our sample and in the U.S. overall) of the Hispanic community, as compared to the non-Hispanic community. I was also particularly struck by the percentages of Hispanics (vs. non-Hispanics) who use these digital devices every day for local shopping.”
As you can see in the chart above, Hispanic consumers are more likely to have adopted mobile devices and use them daily for shopping for local products and services than non-Hispanic consumers.
— Tablet: 23.6% Hispanics vs. 15.5% non-Hispanics
— Smartphone: 48.5% Hispanics vs 32% non-Hispanics
When using social media for local shopping, Hispanic consumers index higher than non-Hispanics on all social media networks, except Facebook, with 61% of Hispanics and 67% of non-Hispanics reporting they use Facebook for local shopping. Other social networks used for local shopping include:
— YouTube: 17.7% by Hispanics vs. 10.3% by non-Hispanics
— Yahoo: 16.8% by Hispanics vs. 16.4% by non-Hispanics
— Google+: 11.9% by Hispanics vs. 10.8% by non-Hispanics
— Twitter: 11.1% by Hispanics vs. 6.7% by non-Hispanics
Despite their heavy social media use, 83.2% of Hispanic consumers list family and friends as their most trustworthy source for local shopping information.
Webinar details and online registration for “Hispanic Consumers Buy Into Digital for Local Shopping” are available here.
Interested in learning more about Consumer Commerce Monitor? Check out BIA/Kelsey’s CCM page.