Every year, the holiday season presents an opportunity for marketers and retailers to gather vast amounts of data on consumers as shoppers head out (or online) in droves to fulfill wish lists. But not all consumers tackle their holiday shopping the same way. While some prefer to wear out a little shoe leather while browsing, others, namely adult Hispanics, are more tech-savvy.
To shed some light on what to expect from Hispanic shoppers this year, New York-based Experian Marketing Services released a Hispanic shopping analysis that shows that Hispanic adults are more frequently visiting retailer Web sites than the average online population; are more interested in mobile ads; and are more likely to purchase products advertised on mobile devices.
According to Experian’s press release on the study:
During a 24-week period, from June 2013 through November 2013, Hispanics’ market share of visits to Experian Marketing Services’ Hitwise Retail 500 Web sites 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,” says Heather Dougherty, research director at Experian Marketing Services. “Those Web sites 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 capabilities.”
Hispanic adults are also 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.