U.S. advertisers can no longer ignore how cultural differences must inform the way in which corporations market to Hispanics.
A marketer’s success in reaching the Hispanic population will be dependent upon understanding the culture that drives their shopping behavior. Lapiz, the division of Leo Burnett for emerging cultures, recently released a consumer research study highlighting the differences in Latino’s view of shopping compared to their non-Latino counterparts. In part, the study – LatinoShop– found Latinos consider shopping a multisource, multisensorial and multigenerational experience rather than chore.
Below are a few additional findings from the LatinoShop report.
- Shop with their senses:
- 55% Hispanics vs. 38% Non-Hispanics like to touch and feel a product
- 36% Hispanics vs. 13% Non-Hispanics think it’s fun to immerse themselves in the store atmosphere
- 49% Hispanics vs. 19% Non-Hispanics judge product quality by product packaging
- Lead in mobile and tablet shopping:
- 56% Hispanics vs 33% Non-Hispanics shop mobile with a phone
- 43% Hispanics vs 25% Non-Hispanics shop with a tablet
- Value trendsetting – Hispanics are more than twice as likely as Non-Hispanics to:
- Follow trends (41% vs 18% Non-Hispanics)
- Try new products first (31% vs 14% Non-Hispanics)
- Want to be the first to share with friends (30% vs 13% Non-Hispanics).
This is not a demographic to ignore. Already representing 16.7% of the U.S. population with a purchasing power that is estimated to hit $1.5 trillion by 2015, the impact of this group will only continue to grow. By 2015, one in three newborns will be Latino and be nearly 30% of the U.S. population by 2050, according to the 2010 U.S. Census Bureau.
How will, or has, this demographic shift already changed how you spend your marketing dollars?