Hispanics who use their smartphones while shopping in-store are primarily motivated by the desire to get the best possible deal, according to White Horse and Sensis. They’re more likely than smartphone owners overall to have used their phones to visit the websites of stores they’re in, to look up in-store sales or specials, to use the stores’ mobile apps, or to use mobile coupons.
Nearly nine in 10 Hispanic smartphone owners use their devices in-store to check prices when shopping for expensive items (87%), and 63% use them to check prices when shopping for everyday items.
More than six in 10 Hispanics who shop with smartphones have visited retailers’ websites (68%) or used retailers’ mobile apps (63%) while shopping in-store. Their top reasons for using these websites or apps are to find the best price and to get help choosing products.
Hispanics are significantly less likely than general market consumers to use smartphones to read product reviews and recommendations in-store: 38% vs. 68%.
One reason for this may be Hispanics’ preference for shopping with companions. More than two thirds prefer to shop with others when buying expensive items, and their top reason for doing so is to get product advice.
Hispanics’ preferred shopping companions for both expensive and everyday purchases are spouses/significant others. Friends and siblings are also valued shopping partners, especially for larger-ticket items.
Children are more likely to accompany their parents on shopping trips for everyday needs than for larger purchases.
Sources: “Hispanic In-Store Mobile Experience: Social Shopping,” April 2012, and “Hispanic In-Store Mobile Experience: The Deals Ethic,” July 2012, White Horse and Sensis. White Horse, Will Reese, Ph.D., Director, Digital Futures Group, 3747 NE Sandy Blvd., Portland, OR 97232; 503-471-4200; sales@whitehorse.com; www.whitehorse.com. Price: Available online at no charge.
Sensis, Gloria Johnson, Director of New Business Development, 811 Wilshire Blvd., #2050, Los Angeles, CA 90017; 213-341-0171, x737; gjohnson@sensisagency.com; www.sensisagency.com
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