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Hispanic Consumers and Online Shopping - US - May 2014

“Hispanics shop online on sites that they trust, so the challenge to online retailers is to build that trust by offering honest product descriptions, a straightforward shipping process, and a fair and competitive price. As long as online retailers can deliver what they promise on their sites and there aren’t any unexpected surprises along the way, Hispanics may incorporate these online retailers into their comfort zone. Online retailers in this situation will have a sort of ‘home advantage’ when other competitors begin to target Hispanics.”
– Juan Ruiz, Senior Multicultural Analyst

This report deals with the following issues: 

  • To translate or not to translate; that's the question
  • Price comparisons online are on the rise
  • Hispanics spread news of good deals online

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Expenditure data
          • Consumer survey data
          • Executive Summary

              • As acculturation increases, so does Hispanics’ likelihood to shop online
                • Figure 1: Past three month incidence of shopping online, by Hispanic origin and languages spoken in home, April 2013-December 2013
              • Personal computers…sure, but smartphones and tablets, too
                • Figure 2: Devices used to access the internet by Hispanics – Past three months, February 2014
              • English is preferred to go online
                • Figure 3: Hispanics’ preferred language online, November 2012-December 2013
              • Hispanics are shopping online more than a year ago
                • Figure 4: Hispanics’ online shopping behavior change, by household income, February 2014
              • Apparel, toys, games, household electronics, and footwear are appealing
                • Figure 5: Hispanics’ online purchases and consideration, February 2014
              • Spanish-dominant Hispanics still tremble using payment cards online
                • Figure 6: Hispanics’ attitudes toward online shopping – Payment Methods, by language spoken in home, February 2014
              • Lack of trust is a barrier to online shopping
                • Figure 7: Barriers for Hispanics to online shopping, February 2014
              • Price comparisons are on the rise
                • Figure 8: Hispanics’ attitudes toward online shopping – Price comparison, by household income, February 2014
              • Get in the zone – the comfort zone
                • Figure 9: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by language spoken at home, February 2014
              • Convenience and price are key drivers to online shopping
                • Figure 10: Attitudes toward online shopping, February 2014
              • What we think
              • Issues and Insights

                  • To translate or not; that’s the question
                    • The issues:
                      • The implications:
                        • Price comparisons are on the rise
                          • The issues:
                            • The implications:
                              • Hispanics spreading the good news
                                • The issues:
                                  • The implications:
                                  • Trend Applications

                                      • Trend: Sense of the Intense
                                        • Trend: FSTR HYPR
                                          • Mintel Futures: Access Anything, Anywhere
                                          • Innovations and Innovators

                                              • Nike – Paying for products with kilometers run
                                                • Figure 11: Nike “Subasta de Kilometros” video, July 2012
                                              • IKEA augmented reality
                                                • Figure 12: Place IKEA furniture in your home with augmented reality video, July 2013
                                              • Amazon Dash
                                                • Figure 13: Amazon Dash, website with description and video, April 2014
                                              • Clothia’s virtual fitting room
                                                • Figure 14: Clothia demo video, April 2014
                                            • Marketing Strategies

                                                • Theme: Relevant Messages
                                                  • AT&T and Samsung Galaxy Note – Nuestra Belleza Latina
                                                    • Figure 15: AT&T online banner for Nuestra Belleza Latina, April 2014
                                                  • Theme: Get attention, engage, and call to action
                                                    • Clorox – Diaper change
                                                      • Figure 16: Clorox online banner, April 2014
                                                    • Theme: Being part of Hispanics’ entertainment
                                                      • Target – Bullseye and the 2014 Billboard Latin Music Awards
                                                        • Figure 17: Telemundo’s 2014 Billboard Latin Music Awards coverage with Bullseye from Target, April 2014
                                                      • Theme: Spanish or not Spanish
                                                        • Best Buy – Reaching Hispanics in any language
                                                          • Figure 18: Best Buy English- and Spanish-language websites, April 2014
                                                      • Social Media – Hispanics and Online Shopping

                                                        • Key findings
                                                          • Market overview
                                                            • Key social media metrics
                                                              • Figure 19: Key social media metrics, May 1, 2012-April 30, 2014
                                                            • Brand usage and awareness
                                                              • Figure 20: Hispanics’ brand usage and awareness for selected online retailers, February 2014
                                                            • Interactions with retailers
                                                              • Figure 21: Hispanics’ interactions with online retailers, February 2014
                                                            • Leading online campaigns
                                                              • Webisodes
                                                                • TV sponsorships
                                                                  • Hispanic-focused websites and social media pages
                                                                    • What we think
                                                                      • Online conversations
                                                                        • Figure 22: Spanish-language conversations around selected online retailers, by month, May 1, 2012-April 30, 2014
                                                                      • Where are people talking about retailers?
                                                                        • Figure 23: Spanish-language conversations around selected online retailers, by page type, May 1, 2012-April 30, 2014
                                                                      • What are people talking about?
                                                                        • Figure 24: Unbranded Spanish-language topics of conversations surrounding online shopping, May 1, 2012-April 30, 2014
                                                                    • The Hispanic Online Shopping Market

                                                                      • Key points
                                                                        • Online shopping incidence increases with acculturation
                                                                          • Figure 25: Past three month incidence of shopping online, by Hispanic origin and languages spoken in home, April 2013-December 2013
                                                                        • Hispanic online shoppers tend to be younger
                                                                          • Figure 26: Hispanics’ past three month incidence of shopping online, by age, April 2013-December 2013
                                                                        • Hispanics use different devices to access the internet
                                                                          • Figure 27: Devices Hispanics used to access the internet in the past three months, February 2014
                                                                        • Smartphones are common among younger Hispanics
                                                                          • Figure 28: Devices Hispanics used to access the internet in the past three months, by age, February 2014
                                                                        • English is preferred online
                                                                          • Figure 29: Hispanics’ preferred language online, November 2012-December 2013
                                                                          • Figure 30: Hispanics’ Preferred language online, by language spoken in home, November 2012-December 2013
                                                                        • A note about translations
                                                                          • Hispanics are shopping online more than they were a year ago
                                                                            • Figure 31: Hispanics’ online shopping behavior change, by household income, February 2014
                                                                          • Bilingual Hispanics are growing and buying more
                                                                            • Figure 32: Hispanics’ online shopping behavior change, by language spoken in home, February 2014
                                                                          • Hispanics looking for bargains online
                                                                            • Figure 33: Hispanics’ online shopping behavior change – purchasing more, spending more, by household income, February 2014
                                                                            • Figure 34: Hispanics’ online shopping behavior change – purchasing more, spending more, by language spoken at home, February 2014
                                                                          • Online purchases and consideration
                                                                              • Figure 35: Hispanics’ online purchases and consideration, February 2014
                                                                            • Hispanic men more open to buying online
                                                                              • Figure 36: Hispanics’ online purchases and consideration – Any interest, by gender, February 2014
                                                                            • Using payment cards online is not easy for Spanish-dominant Hispanics
                                                                              • Figure 37: Hispanics’ attitudes toward online shopping – Payment methods, by language spoken in home, February 2014
                                                                            • With higher income comes increasing confidence
                                                                              • Figure 38: Hispanics’ attitudes toward online shopping, by household income, February 2014
                                                                          • Barriers to Online Shopping

                                                                            • Key points
                                                                              • Lack of trust is a barrier to online shopping
                                                                                • Figure 39: Barriers for Hispanics to online shopping, February 2014
                                                                              • Shipping fees aren’t welcomed
                                                                                  • Figure 40: Barriers for Hispanics to online shopping, by age, February 2014
                                                                                • Lack of Spanish translations is not a significant barrier
                                                                                  • Figure 41: Barriers for Hispanics to online shopping, by language spoken in home, February 2014
                                                                              • General Attitudes toward Shopping

                                                                                  • Key points
                                                                                    • Low prices attract – use them as a magnet
                                                                                      • Figure 42: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by age, February 2014
                                                                                      • Figure 43: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by household income, February 2014
                                                                                    • Price comparisons are on the rise
                                                                                      • Figure 44: Hispanics’ attitudes toward online shopping – Price comparison, by household income, February 2014
                                                                                      • Figure 45: Hispanics’ attitudes toward online shopping – Price comparison, by language spoken in home, February 2014
                                                                                    • Good deals are always shared
                                                                                        • Figure 46: Hispanics’ attitudes toward shopping (influentials) – Any agree, by age, February 2014
                                                                                        • Figure 47: Hispanics’ attitudes toward shopping (influentials) – Any agree, by language spoken in home, February 2014
                                                                                      • Trying new products with a caveat
                                                                                        • Figure 48: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by age, February 2014
                                                                                        • Figure 49: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by language spoken in home, February 2014
                                                                                      • Good service adds value to the shopping experience
                                                                                          • Figure 50: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by gender, February 2014
                                                                                          • Figure 51: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by age, February 2014
                                                                                          • Figure 52: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by language spoken in home, February 2014
                                                                                        • Hispanic men and women enjoy shopping online similarly
                                                                                          • Figure 53: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by gender, February 2014
                                                                                          • Figure 54: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by age, February 2014
                                                                                          • Figure 55: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by household income, February 2014
                                                                                          • Figure 56: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by language spoken in home, February 2014
                                                                                      • Attitudes toward Online Shopping

                                                                                        • Key points
                                                                                          • Get in the zone – the comfort zone
                                                                                            • Figure 57: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by language spoken at home, February 2014
                                                                                          • Higher income doesn’t diminish the preference for familiar places significantly
                                                                                            • Figure 58: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by household income, February 2014
                                                                                          • Convenience and price drive online shopping
                                                                                            • Figure 59: Hispanics’ attitudes toward online shopping, February 2014
                                                                                          • Convenience becomes more evident among English-dominant Hispanics
                                                                                            • Figure 60: Hispanics’ attitudes toward online shopping, by language spoken in home, February 2014
                                                                                          • As income increases, attitudes toward online shopping also improve
                                                                                            • Figure 61: Hispanics’ attitudes toward online shopping, by household income, February 2014
                                                                                        • Effectiveness of Online Advertisements

                                                                                          • Key points
                                                                                            • Spanish-dominant Hispanics more open to online advertising
                                                                                                • Figure 62: Effectiveness of online advertisements, by Hispanic origin and language spoken in home, November 2012-December 2013
                                                                                              • Email ads offer opportunities among younger Hispanics
                                                                                                • Figure 63: Effectiveness of online advertisements among Hispanics, by age, November 2012-December 2013
                                                                                            • Demographic Profile of US Hispanics

                                                                                                • Key points
                                                                                                  • Population trends
                                                                                                    • Figure 64: Population by race and Hispanic origin, 2009-19
                                                                                                    • Figure 65: Population, by race and Hispanic origin, 1970-2020
                                                                                                    • Figure 66: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                  • Hispanic share of births
                                                                                                    • Figure 67: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                                  • The Hispanic and total US population by age
                                                                                                    • Figure 68: Hispanic share of the population, by age, 2009-19
                                                                                                  • The Hispanic and total US population by gender
                                                                                                    • Figure 69: Population, by gender and Hispanic origin, 2009-19
                                                                                                    • Figure 70: Age distribution of women, by Hispanic origin, 2014
                                                                                                    • Figure 71: Age distribution of men, by Hispanic origin, 2014
                                                                                                  • Characteristics
                                                                                                    • Marital status
                                                                                                      • Figure 72: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                      • Figure 73: Marital status of Hispanics, by age, 2013
                                                                                                      • Figure 74: Gender ratio, by age and Hispanic origin, 2014
                                                                                                    • Household size
                                                                                                      • Figure 75: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                    • Children in the household
                                                                                                      • Figure 76: Households, by presence and ages of own children, 2013
                                                                                                    • Generations
                                                                                                      • Figure 77: Generations, by Hispanic origin, 2014
                                                                                                      • Figure 78: Distribution of generations by race and Hispanic origin, 2014
                                                                                                    • Hispanics by country of origin/heritage
                                                                                                      • Figure 79: Hispanic population, by country of origin/heritage
                                                                                                    • Mexicans (63% of US Hispanics)
                                                                                                      • Figure 80: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                                    • Puerto Ricans (9% of US Hispanics)
                                                                                                      • Cubans (4% of US Hispanics)
                                                                                                        • Dominicans (3% of US Hispanics)
                                                                                                          • Central Americans (8% of US Hispanics)
                                                                                                            • South Americans (5% of US Hispanics)
                                                                                                              • Figure 81: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                                              • Figure 82: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                            • Hispanics by geographic concentration
                                                                                                              • Figure 83: Hispanic population, by region of residence, 2000-10
                                                                                                              • Figure 84: Hispanic or Latino population as a percent of total population by county, 2010
                                                                                                            • States with the most Hispanic population growth
                                                                                                              • Figure 85: States ranked by change in Hispanic population, 2000-10
                                                                                                              • Figure 86: Percent change in Hispanic or Latino population by county, 2000-10
                                                                                                            • Key Hispanic metropolitan areas
                                                                                                              • Figure 87: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                            • Hispanics online
                                                                                                              • Figure 88: Internet use among Hispanics aged 18+, 2013
                                                                                                          • Acculturation

                                                                                                              • What is acculturation?
                                                                                                                • Figure 89: Acculturation diagram
                                                                                                                • Figure 90: Variables that affect acculturation
                                                                                                              • Why is level of acculturation important?
                                                                                                                • Levels of acculturation
                                                                                                                  • Figure 91: Characteristics of primary acculturation levels
                                                                                                                • What is retroacculturation?
                                                                                                                • Buying Power of US Hispanics

                                                                                                                  • Key points
                                                                                                                    • Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
                                                                                                                      • Figure 92: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                      • Figure 93: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                      • Figure 94: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
                                                                                                                      • Figure 95: Top 10 states ranked by Dollar amount of Hispanic buying power, 2013
                                                                                                                    • US household income distribution
                                                                                                                      • Figure 96: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                    • Devices used to access the internet
                                                                                                                      • Figure 97: Hispanics’ ownership or access to internet-equipped devices, by household income, February 2014
                                                                                                                      • Figure 98: Devices Hispanics used to access the internet in the past three months, by gender, February 2014
                                                                                                                      • Figure 99: Devices Hispanics used to access the internet in the past three months, by language spoken in home, February 2014
                                                                                                                    • Hispanics’ online shopping behavior change
                                                                                                                      • Figure 100: Hispanics’ online shopping behavior change, by gender, February 2014
                                                                                                                      • Figure 101: Hispanics’ online shopping behavior change, by age, February 2014
                                                                                                                      • Figure 102: Hispanics’ online shopping behavior change, by language spoken in home, February 2014
                                                                                                                    • Online purchases and consideration
                                                                                                                      • Figure 103: Hispanics’ online purchases and consideration – Any interest, by age, February 2014
                                                                                                                      • Figure 104: Hispanics’ online purchases and consideration – Any interest, by household income, February 2014
                                                                                                                      • Figure 105: Hispanics’ 0nline purchases and consideration – Any interest, by language spoken in home, February 2014
                                                                                                                    • Barriers to online shopping
                                                                                                                      • Figure 106: Barriers for Hispanics to online shopping, by gender, February 2014
                                                                                                                      • Figure 107: Barriers for Hispanics to online shopping, by household income, February 2014
                                                                                                                    • Hispanics’ attitudes toward shopping
                                                                                                                      • Figure 108: Hispanics’ attitudes toward shopping, by gender, February 2014
                                                                                                                      • Figure 109: Hispanics’ attitudes toward shopping, by age, February 2014
                                                                                                                      • Figure 110: Hispanics’ attitudes toward shopping, by household income, February 2014
                                                                                                                      • Figure 111: Hispanics’ attitudes toward shopping, by language spoken in home, February 2014
                                                                                                                    • Attitudes toward online shopping
                                                                                                                      • Figure 112: Hispanics’ attitudes toward online shopping, by gender, February 2014
                                                                                                                      • Figure 113: Hispanics’ attitudes toward online shopping, by age, February 2014
                                                                                                                      • Figure 114: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by gender, February 2014
                                                                                                                      • Figure 115: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by age, February 2014
                                                                                                                      • Figure 116: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by household income, February 2014
                                                                                                                      • Figure 117: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by language spoken in home, February 2014
                                                                                                                  • Appendix – Social Media – Hispanics and Online Shopping

                                                                                                                    • Brand usage or awareness
                                                                                                                      • Figure 118: Brand usage or awareness, February 2014
                                                                                                                      • Figure 119: BestBuy.com usage or awareness, by demographics, March 2014
                                                                                                                      • Figure 120: Walmart.com usage or awareness, by demographics, February 2014
                                                                                                                      • Figure 121: OldNavy.com usage or awareness, by demographics, February 2014
                                                                                                                      • Figure 122: Kohls.com usage or awareness, by demographics, February 2014
                                                                                                                      • Figure 123: Kmart.com usage or awareness, by demographics, February 2014
                                                                                                                      • Figure 124: Sears.com usage or awareness, by demographics, February 2014
                                                                                                                    • Activities done
                                                                                                                      • Figure 125: Activities done, February 2014
                                                                                                                      • Figure 126: BestBuy.com – Activities done – I have looked up/talked about this brand online on social media, by demographic, February 2014
                                                                                                                      • Figure 127: BestBuy.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographic, February 2014
                                                                                                                      • Figure 128: BestBuy.com – Activities done – I follow/like the brand on social media because…., by demographic, February 2014
                                                                                                                      • Figure 129: BestBuy.com – Activities done – I have researched the brand on social media to…., by demographic, February 2014
                                                                                                                      • Figure 130: Walmart.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                      • Figure 131: Walmart.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
                                                                                                                      • Figure 132: Walmart.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
                                                                                                                      • Figure 133: Walmart.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
                                                                                                                      • Figure 134: OldNavy.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
                                                                                                                      • Figure 135: OldNavy.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
                                                                                                                      • Figure 136: OldNavy.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
                                                                                                                      • Figure 137: OldNavy.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
                                                                                                                      • Figure 138: Kohls.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
                                                                                                                      • Figure 139: Kohls.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
                                                                                                                      • Figure 140: Kohls.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
                                                                                                                      • Figure 141: Kohls.com – Activities done – I have researched the brand on social media to…, by demographics, February 2014
                                                                                                                      • Figure 142: Kmart.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
                                                                                                                      • Figure 143: Kmart.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
                                                                                                                      • Figure 144: Kmart.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
                                                                                                                      • Figure 145: Kmart.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
                                                                                                                      • Figure 146: Sears.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
                                                                                                                      • Figure 147: Sears.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
                                                                                                                      • Figure 148: Sears.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
                                                                                                                      • Figure 149: Sears.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
                                                                                                                    • Key social media metrics
                                                                                                                      • Figure 150: Key social media metrics – Walmart.com, April 2014
                                                                                                                      • Figure 151: Key social media metrics – Sears.com, April 2014
                                                                                                                      • Figure 152: Key social media metrics – BestBuy.com, April 2014
                                                                                                                      • Figure 153: Key social media metrics – Kmart.com, April 2014
                                                                                                                      • Figure 154: Key social media metrics – Kohls.com, April 2014
                                                                                                                      • Figure 155: Key social media metrics – OldNavy.com, April 2014
                                                                                                                    • Online conversations
                                                                                                                      • Figure 156: Spanish-language conversations around selected online retailers, by month, May 1, 2012-April 30, 2014
                                                                                                                      • Figure 157: Spanish-language conversations around selected online retailers, by page type, May 1, 2012-April 30, 2014
                                                                                                                      • Figure 158: Unbranded Spanish-language topics of conversations surrounding online shopping, May 1, 2012-April 30, 2014
                                                                                                                  • Appendix – Trade Associations

                                                                                                                    Companies Covered

                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                    Hispanic Consumers and Online Shopping - US - May 2014

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