Hispanics shop more online than average Web user and shop earlier in holiday season

 Hispanics shop more online than average Web user and shop earlier in holiday

Experian Marketing Services' analysis highlights digitally savviness of
Hispanic adults; finds Hispanics are 2x more interested in mobile ads and more
responsive to mobile advertising

PR Newswire

NEW YORK, Dec. 2, 2013

NEW YORK, Dec. 2, 2013 /PRNewswire/ -- Experian Marketing Services, a global
provider of integrated consumer insights, targeting and cross-channel
marketing, released a new Hispanic shopping analysis that shows Hispanic
adults are more frequently visiting retailer Websites than the average online
population. During a 24-week period, from June 2013 through November 2013,
Hispanics' market share of visits to Experian Marketing Services' Hitwise^®
Retail 500 Websites was 21 percent higher on average than the online
population. Further, the analysis found that this market share widened in
October 2013 and continued to increase through November.

"Our analysis indicates that Hispanic adults are shopping online more
frequently than the online population and that they are shopping earlier in
the season this year," said Heather Dougherty, research director at Experian
Marketing Services. "Those Websites most frequently visited by Hispanic
shoppers mirror the online population, with Amazon.com, Walmart.com and
Target.com leading overall. However, our analysis also found that smartphones
are clearly a key shopping tool for Hispanic consumers; so, ultimately, those
retailers that win this highly influential and socially active consumer will
be those with savvy mobile strategies and cross-channel execution

Experian Marketing Services found that 54 percent of Hispanic smartphone
owners visit shopping sites from their mobile browser during a typical month
and they spend more time browsing those sites than non-Hispanic smartphone
owners. Hispanic adults are visiting department store mobile Websites more
frequently than non-Hispanics. In the past 30 days, Macys.com leads this trend
as the most overindexing shopping site visited by Hispanic smartphone owners
from their mobile phone.

Websites visited by Hispanics on smartphone during the past 30 days
Mobile Website  Category                 Index versus non-Hispanic
Macys.com       Department stores        245
Sears.com       Department stores        187
Gamestop.com    Video and games          159
Walmart.com     Department stores        153
Oldnavy.com     Apparel and accessories  140
Source: Experian Marketing Services

The findings of the analysis include the following:

Hispanic adults are more interested in mobile ads and more likely to purchase
products that are advertised on mobile devices
Hispanic adults who own smartphones are twice as likely as non-Hispanics to
say that they are interested in receiving advertisements on their phone and 58
percent more likely to purchase products they see advertised on their phone.
Hispanic adults who own smartphones are 13 percent more likely than
non-Hispanics to say that they often use their mobile phone while shopping to
find local deals.

"Hispanic consumers embrace the concept of the 'always-on' consumer," said
Dougherty. "There is a significant opportunity for retailers and marketers to
reach Hispanic shoppers as they shop and to drive engagement, even purchases,
on their mobile device."

Hispanic adults are more likely to visit mobile shopping Websites but app
usage is only average
Interestingly, the analysis found that while Hispanic smartphone owners are
more likely to visit mobile shopping Websites, their use of shopping apps
overall is only average. 37 percent of Hispanic smartphone owners use a
shopping app on their phone during a typical month, compared with 38 percent
of non-Hispanic smartphone owners.

"Mobile apps are one of the only digital touch points where usage for Hispanic
adults is average which highlights an opportunity for potential growth," said
Dougherty. "Retailers looking to better engage the Hispanic consumer on
digital channels should not only optimize their Website content for mobile but
also offer Websites and apps in Spanish. This strategy could engage potential
customers who may prefer to shop in their first language."

However, there are certain shopping apps that Hispanics use at rates exceeding
their non-Hispanic counterparts.

Shopping apps used by Hispanics on smartphones during past 30 days
Mobile app                  Index versus non-Hispanic
Walgreens                   210
Ibotta                      187
Amazon Mobile               142
Starbucks                   122
eBay                        112
Source: Experian Marketing Services

Hispanic adults access social media more frequently, across more devices
Hispanic social media users access social media more frequently than
non-Hispanics. In fact, 69 percent access social media at least once a day,
compared with 62 percent of non-Hispanics. During a typical week, Hispanic
social media users are more likely than non-Hispanics to access social media
properties via many devices, including gaming consoles (index 121 versus
non-Hispanics), MP3 players (index 118), smartphone Web browsers (index 117),
smartphone apps (index 112) and digital tablet apps (index 103, despite lower
tablet ownership rates among Hispanics). However, Hispanic social media users
are less likely than average to access social media through a PC either at
work (index 84) or at home (index 80).

"Retailers hoping to reach Hispanic shoppers should consider social media
channels and need to ensure that their communications are optimized to work on
a variety of platforms," said Dougherty.

Hispanic social media users are more likely to follow brands
Hispanic social media users also are 6 percent more likely than non-Hispanics
to follow companies and brands on social media and 30 percent more likely to
say that they are likely to purchase products that they see advertised on
social media properties.

The analysis leverages Experian Marketing Services' Simmons Connect^SM, a
comprehensive, continuously fielded study that connects detailed insights on
consumers' use of 11 traditional and digital media platforms to brand
preferences, shopping habits, opinions, lifestyles, media consumption and
language preferences of both English and Spanish speakers, and Hitwise^®,the
world's largest sample of online consumer behavior that connects online
insights with offline lifestyle and life stage information.

To read more about this analysis, you can download the report here.

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insights and targeting, data quality and cross-channel marketing. We help
organizations from around the world intelligently interact with today's
dynamic, empowered and hyperconnected customers. By coordinating seamless
interactions across all marketing channels, marketers are able to plan and
execute superior brand experiences that deepen customer loyalty, strengthen
brand advocacy and maximize profits.

For more information, please visit http://www.experian.com/marketingservices.

About Experian
Experian^® is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their credit report
and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a
constituent of the FTSE 100 index. Total revenue for the year ended March 31,
2013, was US$4.7 billion. Experian employs approximately 17,000 people in 40
countries and has its corporate headquarters in Dublin, Ireland, with
operational headquarters in Nottingham, UK; California, US; and Sao Paulo,

For more information, visit http://www.experianplc.com.

Experian and the Experian marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product and company
names mentioned herein are the property of their respective owners.

Suzanne Blackburn
Experian Marketing Services
1 212 863 4648

SOURCE Experian Marketing Services

Website: http://www.experianplc.com
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