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
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
Amazon Mobile 142
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.
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and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
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SOURCE Experian Marketing Services
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