Hispanics more mobile and social when shopping locally

Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping, according to BIA/Kelsey's Consumer Commerce Monitor study.

Hispanic consumers are far more likely to use mobile devices — tablet and smartphone — for local shopping than non-Hispanic consumers. According to the study's findings, nearly a quarter of Hispanic consumers reported they use tablets for local shopping, compared with 15.5 percent of non-Hispanics. And nearly half (48.5 percent) of Hispanic consumers use mobile devices for local shopping, compared with 32 percent of non-Hispanics.

Among mobile Hispanic consumers, 52.5 percent report using their tablets and 42.5 percent report using their smartphones daily for local shopping.  

"How the Hispanic consumer shops will affect how a local business advertises and builds loyalty with this community," said Celine Matthiessen, VP analysis and insights, BIA/Kelsey. "An integrated social, mobile and loyalty strategy will be a necessity to attract this demographic, as Hispanic consumers are very loyal to local businesses."

BIA/Kelsey defines local shopping as any stage of the purchase funnel, from awareness through research, to transacting for products or services locally (within a 25-mile radius of your primary residence). Local products and services include items such as groceries, restaurant purchases, drugstore items, gasoline and other high-frequency purchases.

Hispanic shoppers are heavy users of search engines, but rely more on mobile apps for local shopping than non-Hispanics, by nearly two to one.

Seventeen percent of Hispanic consumers reported they "mostly use apps" on a tablet or smartphone for local shopping, compared with 9 percent for non-Hispanics. In addition, Hispanic consumers reported using 5.1 mobile apps, on average, for daily shopping, compared with 2.7 apps for non-Hispanic consumers.

Hispanic shoppers index higher than non-Hispanics on all social media networks, except Facebook, for local shoppers. Despite their heavy social media use, 83.2 percent of Hispanic consumers list family and friends as their most trustworthy source for local shopping information.  

For more:
-See this BIA/Kelsey press release

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