Hispanics Shop Differently: Marketers Take Note

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Filed Under: Consumer Engagement, Media Trends

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.

Hispanics:

  • 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?

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Jim Porçarelli
Jim is responsible for leading the company’s global strategic initiatives and he chairs the Executive Leadership Team. Jim brings 25 years strategic marketing and advertising experience to Active. Prior to joining the company in 2006, he was COO and Chief Client Officer at MediaCom (WPP) he was part of the core team that created MediaCom in the US and drove annual billings to $4.5 billion.

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