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Hispanic Consumers and Online Shopping - US - May 2014

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

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