Hispanics’ use of shopping channels largely mirrors that of the general population. Mass merchants are their top channel, and two in 10 (20%) have shopped at Wal-Mart or Target in the past three months, according to Scarborough Research.
Hispanics who primarily speak Spanish are less likely than those who primarily speak English or those who speak both with equal ease to shop in-store or online, and they’re more likely to shop by phone or mail order, finds Google.
Looking at specific retail and product categories reveals some interesting differences between Hispanic and general population shopping behavior.
For example, Hispanics (38%) are less likely than adults overall (43%) to have bought home improvement products in the past six months, but equally likely to have bought home furnishings (30% of Hispanics and 32% of overall adults), according to Google.
Automotive
Hispanic adults are more likely than members of the general population to rely on friends and family as sources for information when shopping for automotive products. Hispanics are also more likely than adults overall to utilize in-store displays, television, and radio as sources of information for these products.
Bilingual Hispanics are more likely than either English-dominant or Spanish-dominant Hispanics to use the Internet (61% vs. 50% and 51%, respectively) and magazines (18% vs. 10% each) to gather information when shopping for automotive products.
Consumer Packaged Goods
When shopping for consumer packaged goods, Hispanics are more likely than members of the overall population to get product information from TV (28% vs. 22%), family members (27% vs. 23%), and magazines (19% vs. 11%).
Their top sources of information, however, are in-store displays (37% vs. 43%) and the Internet (31% vs. 32%).
Spanish-dominant Hispanics use a wider array of sources than English-dominant Hispanics when seeking information on consumer packaged goods, especially friends and family (40% of Spanish-dominant vs. 33% of English-dominant), Internet (38% vs. 27%), TV (32% vs. 20%) and magazines (24% vs. 12%).
English-dominant Hispanics are more likely than their Spanish-dominant counterparts to get product information from in-store displays (40% vs. 29%).
Favorite Stores
Hispanics are more likely than adults overall to shop at off-price clothing chains, mass merchants, warehouse clubs, dollar stores, and some department stores, according to Scarborough Research — most notably JC Penney and Sears, both of which have extensive Hispanic-targeted marketing programs.
Reflecting their typically larger family sizes, Hispanics are more likely than members of the general population to have bought children’s clothing (23% more likely) and infants’ clothing (22% more likely) in the past year, and 80% more likely to have used baby food in the past 30 days.
Hispanic households are more likely than overall households to have a bought a variety of household furnishings in the past year, but only at comparatively low price points. They’re willing to spend more on stereo and television equipment, and are 16% more likely than general market households to subscribe to satellite TV.
Less-acculturated Hispanics are more likely than more-acculturated Hispanics to bring their children grocery shopping, finds SymphonyIRI. [Emerging Majorities, Consumer Spending & Attitudes, Retail/Service Sector]
Sources: “Google U.S. Hispanics, December 2010,” Google, Vicky Campetella, Global Communications and Public Affairs, 1600 Amphitheatre Pkwy., Mountain View, CA 94043; 650-253-0000; vcampetella@google.com; www.google.com. Price: This study is proprietary.
Scarborough Research, Allyson Mongrain, Director, Marketing & Communications, 770 Broadway, New York, NY 10003; 212-654-8426; amongrain@scarborough.com; www.scarborough.com. Price: Custom research provided to Research Alert. Contact for price information.
“HispanicLink,” SymphonyIRI and Synovate, Staci Covkin, Consumer & Shopper Insights, SymphonyIRI, 150 N. Clinton St., Chicago, IL 60661; 973-449-3457; staci.covkin@symphonyiri.com; www.symphonyiri.com. Price: Contact for information.
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