hispanic shopping trends 2015 report

Hispanic Shopping TrendsOctober 2015

Outline

Methodology 3

Detailed Findings 5

Key Findings 41

Appendix 44

Methodology

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Segments &

Base Sizes

Total: n=1,539

Hispanics: n=614

Non-Hispanic Whites: n=309

African Americans: n=304

Asians: n=312

Test Area Nationwide

Fieldwork Timing September, 2015

QuotasQuotas/Weighting per segment to US Census benchmarks on

gender, age, US region and HH income.

Detailed Findings

Roughly two-thirds of consumers buy something online at least monthly; about

one-third do so at least weekly.

Frequency of Buying Something Online & In-Person- Total Sample -

Q1. In general, about how often do you buy something online/in-person?

Base: Total Sample - Hispanics (614), NH Whites (309), African-Americans (304), Asians (312)

Letters indicate statistically significant

difference (95% confidence)

33%

70%

33%

76%

28%

71%

34%

70%

Once a week or more (Net) Once a month or more(Net)

Hispanics NH Whites African-Americans Asians

6

(A) (B) (C) (D)

76%

94%

76%

96%

72%

93%

71%

90%

Once a week or more(Net)

Once a month or more(Net)

ONLINE IN-PERSON

Among Hispanics, the biggest driver of online purchasing is household income.

Hispanic males and Millennials in general buy online more often as well.

Frequency of Buying Something Online- Hispanics -

Q1. In general, about how often do you buy something online?

Base: Total Sample – Males (n=295), Females (n=318), 18-34 (n=306), 35-64 (n=308), <$40K (n=312), $40K+ (n=276),

Span-Dom (n=219), Bilingual (n=203), Eng-Dom (n=192)



39%

28%

38%

29%

23%

45%

31%

42%

25%

Males Females . 18-34 35-64 .. <$40K $40K+ … Span-Dom.

Bilingual Eng-Dom.

7

ONLINE

(A) (B) (C) (D) (E) (F) (G) (H) (I)

B D

E

GI

Once a Week or More Often (Net)

56%

31%

12%

48%46%

6%

51%

29%

20%

52%

39%

10%

More now About the same Less now


8

Change in Online Purchasing Habits

Compared to One Year Ago- Online Shoppers -

Q6. Would you say you are making more, less or the same number of purchases online now compared to 1 year ago?

Base: Online Shoppers – Hispanics (567), NH Whites (290), African-Americans (278), Asians (291)



(A) (B) (C) (D)

Just over half of Hispanic online shoppers say they are buying more online

now compared to one year ago. This is higher than the other segments.

B

ACD

ABD

B

Hispanics 18-34 = 64% More

Hispanics 35-64 = 49% More

9

58%

27%

15%

62%

26%

12%

49%

40%

11%

More now About the same Less now

Spanish Dom. Bilingual English Dom.

(J) (K) (L)

Change in Online Purchasing Habits

Compared to One Year Ago- Hispanic Online Shoppers -

Q6. Would you say you are making more, less or the same number of purchases online now compared to 1 year ago?

Base: Online Shoppers – Spanish Dom. (199), Bilingual (188), English Dom. (190)



Spanish-Dominant and Bilingual Hispanics in particular are shopping online

more now compared to one year ago.

JK

L

10

67%

57%

47%

41%

3%

62%

35%

48%

30%

3%

64%

49%

43%

29%

1%

71%

45% 46%

30%

3%

Laptop computer Mobile phone Desktop computer Tablet iWatch


Devices Used When Buying Products Online- Online Shoppers -

Q9. Which devices do you use when you buy products online?

Base: Online Shoppers - Hispanics (567), NH Whites (290), African-Americans (278), Asians (291)



(A) (B) (C) (D)

Consumers in general are most likely to use their laptop computer when

shopping online. More Hispanics use their mobile phone and tablet to make

purchases compared to the other segments.

B

BCD

BCD

BB

The popularity of mobile phone purchases among Hispanics is driven mostly by

Bilinguals.

Devices Used When Buying Products Online- Hispanic Online Shoppers -

Q9. Which devices do you use when you buy products online?

Base: Online Shoppers – Spanish Dom. (n=199), Bilingual (n=188), English Dom. (n=190)


difference (95% confidence) 11

67%

54%

39%38%

2%

65%62%

53%

43%

4%

69%

54%

48%

41%

2%

Laptop computer Mobile phone Desktop computer Tablet iWatch


(J) (K) (L)

J

12

3.73.9

3.5

4.2

Hispanics NH-Whites African-American Asian

Number of Online Purchases Made in Past 30 Days- Online Shoppers -



Q13a. How many times did you make a purchase online in the past 30 days?

Base: Online Shoppers – Hispanics (n=567), NH Whites (n=290), African-American (n=278), Asian (n=291)

(A) (B) (C) (D)

Online consumers made an average of close to four online purchases in the

past 30 days. Asians made the most at just over four.

C

Bilinguals and households with $40K+ income made the most online purchases

among Hispanics.

Q13a. How many times did you make a purchase online in the past 30 days?

Base: Online Shoppers - Males (n=273), Females (n=293), 18-34 (n=286), 35-64 (n=281), <$40K (n=277), $40K+ (n=269),

Span-Dom (n=199), Bilingual (n=188), Eng-Dom (n=180)



3.9

3.5

3.9

3.6

3

4.5

3.4

4.6

3

Males Females . 18-34 35-64 .. <$40K $40K+ … Span-Dom.

Bilingual Eng-Dom.

13

(A) (B) (C) (D) (E) (F) (G) (H) (I)

E GIMean

Number of Online Purchases Made in Past 30 Days- Hispanic Online Shoppers -

14

$1,437

$1,597

$881

$1,363


Amount Spent on Online Purchases in the Past 12 Months- Total Sample -



Q13c. Approximately how much do you think you spent on all of your online purchase in the past 12 months?

Base: Total Sample - Hispanics (n=614), NH Whites (n=309), African-Americans (n=304), Asians (n=312)

(A) (B) (C) (D)

Hispanics spent an average of $1,437 on their online purchases in the past 12

months. This is lower than non-Hispanic Whites and relatively even with

Asians. African-Americans spent the least overall.

C

CC

MEAN

15

$2,165

$1,220

$1,551

$2,216

$1,298

Males Females . Spanish Dom. Bilingual English Dom.

Amount Spent on Online Purchases in the Past 12 Months- Hispanics -

Q13c. Approximately how much do you think you spent on all of your online purchase in the past 12 months?

Base: Total Sample: Males (n=295), Females (n=318), Spanish Dom. (n=199), Bilingual (n=188), English Dom. (n=180)Letters indicate statistically significant


(J) (K) (L)

Hispanic males spent significantly more online in the last 12 months compared

to females.

(F) (G)

GJL

MEAN

Most online shoppers have purchased clothing in the past 12 months. Shoes,

home electronics and music are also popular items to buy online.

Product Categories Bought Online in Past 12 Months- Online Shoppers -

Q2. Thinking of the past 12 months, which of the following product categories have you purchased online?

Base: Online Shoppers



Hispanics (A)

NH Whites(B)

African-

Americans

(C)

Asians (D)

(Base) (567) (290) (278) (291)

Clothing 62% 61% 57% 63%

Shoes 47% 45% 45% 45%

Home Electronics 43% 42% 43% 47%

Music 41% 35% 34% 34%

Fast food/Take-out (Pizza, etc.) 39% 33% 37% 31%

Books 38%C 46%AC 29% 40%C

Tickets (movies, concerts, etc.) 37% 33% 26% 38%C

Toys 35%C 33%C 23% 32%C

Health & Beauty products 33% 30% 24% 41%BC

Airline tickets 33%BC 21% 15% 46%ABC

Jewelry (including watches) 30% 26% 24% 24%

Vitamins/Supplements 30% 24% 23% 30%

Small Appliances 26% 23% 20% 26%

Home decorations/ accessories 20% 24% 19% 28%C

Magazines 20% 20% 15% 17%

Grocery food items 18% 22% 16% 19%

Sports Equipment (not including apparel) 18%C 18%C 9% 16%C

Flower arrangements 16%CD 13% 11% 10%

Household Cleaning Supplies 15% 15% 12% 20%C

Medicine (Prescription or Off-the-shelf) 14% 15% 11% 13%

Furniture 14%C 17%C 8% 16%C

Large Appliances 11% 11%C 5% 8%

Beer/Alcohol 8%BCD 4% 5% 4%

Hispanic females are more likely to buy healthy and beauty products online

compared to males. Males are more likely to buy such things as grocery food

items, sports equipment and flower arrangements online.

Product Categories Bought Online in Past 12 Months- Hispanic Online Shoppers -

Q2. Thinking of the past 12 months, which of the following product categories have you purchased online?

Base: Online Shoppers



Males(F)

Females(G)

(Base) (273) (293)

Clothing 59% 65%

Shoes 47% 46%

Home Electronics (TV, Computer, etc.) 54% 32%

Music 50% 32%

Fast food/Take-out (Pizza, etc.) 41% 37%

Books 40% 36%

Tickets (movies, concerts, etc.) 39% 34%

Toys 35% 34%

Health & Beauty products 24% 42%F

Airline tickets 35% 30%

Jewelry (including watches) 28% 31%

Vitamins/Supplements 33% 26%

Small Appliances 29% 23%

Home decorations/ accessories 19% 21%

Magazines 23%G 15%

Grocery food items 22%G 14%

Sports Equipment (not including apparel) 24%G 11%

Flower arrangements 20%G 12%

Household Cleaning Supplies 16% 14%

Medicine (Prescription or Off-the-shelf) 19%G 10%

Furniture 14% 13%

Large Appliances 13%G 8%

Beer/Alcohol 11%G 5%

18

64%

56%

46%

46%

35%

33%

32%

31%

29%

28%

26%

24%

24%

22%

21%

21%

17%

16%

14%

13%

10%

8%

6%

26%

35%

48%

48%

62%

62%

57%

56%

65%

68%

69%

70%

62%

72%

75%

75%

79%

80%

79%

83%

85%

81%

91%

10%

8%

6%

7%

3%

5%

11%

12%

6%

3%

5%

6%

14%

6%

4%

4%

4%

4%

7%

3%

5%

11%

3%

Airline tickets

Music

Books

Tickets (movies, concerts, etc.)

Home Electronics (TV, Computer, Mobile…

Toys

Magazines

Flower arrangements

Sports Equipment (not including apparel)

Jewelry (including watches)

Vitamins/Supplements

Small Appliances (microwave, blender/…

Fast food/Take-out (Pizza, etc.)

Shoes

Clothing

Home decorations/ accessories (picture…

Health & Beauty products (body soap,…

Large Appliances (washer, dryer,…

Medicine (Prescription or Off-the-shelf)

Household Cleaning Supplies

Furniture

Beer/Alcohol

Grocery food items

Internet In-Person Mail/Phone

When given a choice, the items that Hispanics prefer to purchase online the most

are airline tickets, music, books, movie/concert tickets and home electronics.

Buying Preference Per Category- Hispanic Category Purchasers -

Q4. Which method do you prefer to use to buy each of the following types of products?

Base: Hispanic Category Purchasers (Varies by category)

19

Hispanics (A)

NH Whites(B)

African-

Americans

(C)

Asians (D)

Airline tickets 64% 62% 58% 77%ABC

Music 56% 50% 52% 62%B

Books 46% 43% 45% 55%B

Tickets (movies, concerts, etc.) 46%B 33% 44%B 55%BC

Home Electronics 35% 32% 31% 41%C

Toys 33% 29% 34% 41%B

Magazines 32% 25% 31% 42%B

Flower arrangements 31% 33% 36% 26%

Sports Equipment 29% 26% 21% 28%

Jewelry (including watches) 28% 23% 21% 19%

Vitamins/Supplements 26% 17% 20% 28%

Small Appliances 24% 23% 27% 37%ABC

Fast food/Take-out (Pizza, etc.) 24% 20% 23% 28%

Shoes 22% 18% 21% 25%

Clothing 21% 20% 22% 30%B

Home decorations/ accessories 21% 17% 20% 17%

Health & Beauty products 17% 12% 12% 19%

Large Appliances 16% 15% 13% 19%

Medicine (Prescription or Off-the-shelf) 14% 11% 10% 13%

Household Cleaning Supplies 13% 7% 8% 16%C

Furniture 10% 15% 14% 14%

Beer/Alcohol 8% 4% 6% 11%B

Grocery food items 6% 3% 3% 6%

Q4. Which method do you prefer to use to buy each of the following types of products? - Online

Base: Category Purchasers (Varies by category)



Preferred Method For Purchasing Items – Online- Category Purchasers -

Asians over-index in preference for online purchases across many product

categories.

20

Research Done Before Buying- Online Shoppers -

Q11. When you are looking for a specific item to buy online (i.e. electronics, apparel, etc.), how much research do you do in

advance, if at all? Base: Online Shoppers – Hispanics (n=567), NH Whites (n=290), African-American (n=278), Asian (n=291)



9%17%

10%5%

54%46%

48%

48%

31% 31%33%

36%

6% 6% 8% 11%


I search for weeks beforemaking a purchase

I search for several days(multiple sessions) beforemaking a purchase

I spend time looking throughdifferent websites in the samesession before making apurchase

I don’t do much research/I usually buy from the first website I visit

Online shoppers are most likely to browse through different websites in one

session before making a purchase.

Asians take

the most time

47%

(A) (B) (C) (D)

B

ACDD

21

Research Done Before Buying- Hispanic Online Shoppers -



Q11. When you are looking for a specific item to buy online (i.e. electronics, apparel, etc.), how much research do you do in

advance, if at all?


8% 8% 11%

54%61%

47%

34% 25%

33%

4% 7% 8%


I search for weeks beforemaking a purchase

I search for several days(multiple sessions) beforemaking a purchase

I spend time looking throughdifferent websites in the samesession before making apurchase

I don’t do much research/I usually buy from the first website I visit

English-Dominant Hispanics spend the most time searching online before

making a purchase.

41% search

for several

days/ weeks

(J) (K) (L)

L

Amazon is the dominant website used for online purchases by all four groups.

Ebay and Walmart are a distant second and third.

In Which Website Do You Make the Most Online Purchases?- Online Shoppers -

Q12. In which website do you make the most online purchases?

Base: Online Shoppers- Hispanics (n=567), NH Whites (n=290), African-Americans (n=278), Asians (n=291)



61%

17%

10%

73%

9% 8%

53%

15%

20%

76%

11%

7%

Amazon Ebay Walmart.com


(A) (B) (C) (D)

22

Walmart.com is popular

with African-Americans.

B

ACAC

ABD

Note: Top 3 are shown.

23

Hispanics (A)

NH Whites(B)

African-

Americans

(C)

Asians (D)

Better prices 53% 55% 51% 57%

More convenient/ Don’t need to leave home 48% 56% 53% 65% AC

Able to compare prices 44% 36% 38% 46%

Easier to find the products I need 40% 39% 38% 44%

More variety/selection 36% 36% 37% 36%

Like to read customer reviews 24% 31% 34% A 38% A

The product/brand I want is only available

online19% 20% 20% 18%

Q16. Why have you only purchased these items online and not in-person?

Base: Online Shoppers – Hispanics (n=417), NH Whites (n=213), African-American (n=207), Asian (n=232)

Reasons Why Items Purchased Online- Buy Certain Items Online Only -



The reasons why consumers purchase online center around better prices,

convenience and improved variety.

24

32% 31% 30% 27%

53% 56%54%

55%

12% 8%12% 14%

4% 5% 5% 5%


I stay away from buying itemsonline

I like it but I only buy onlinewhen I really need to

I like it but still prefer to buycertain items in-person at thestore

I love it, I wish I could buyeverything online

Q18a. In general, how do you feel about shopping online?

Base: Total Sample - Hispanics (614), NH Whites (309), African-Americans (304), Asians (312)Letters indicate statistically significant


Feelings Towards Online Shopping

Most consumers say they like online shopping but still prefer to buy certain

items in-person. A sizeable portion (roughly one-third) wish they could buy

everything online.

(A) (B) (C) (D)

40% among Hispanics $40K+;

26% among <$40K

25

Feelings Towards Online Shopping- Hispanics -



Q18a. In general, how do you feel about shopping online?

Base: Hispanics – Spanish Dom. (n=219), Bilingual (n=203), English Dom. (n=192)

31% 35%28%

47%

54%57%

16%

10%11%

6% 2% 4%


I stay away from buying itemsonline

I like it but I only buy onlinewhen I really need to

I like it but still prefer to buycertain items in-person at thestore

I love it, I wish I could buyeverything online

(J) (K) (L)

Bilingual Hispanics in particular enjoy buying products online.

26

19% 19% 16% 14%

41%35% 43%

33%

27%30%

33%

40%

13% 15%7%

13%


Never

Rarely

Sometimes

A lot/The majority of times that I’m on the internet

Frequency of Clicking on Advertisement

While Shopping- Online Shoppers -



Q17.When you are using the internet, how often would you say you click on an advertisement for a product or

service to find out more?

Base: Online Shoppers – Hispanics (n=567), NH Whites (n=295), African-Americans (n=279), Asians (n=292)

(A) (B) (C) (D)

The majority of online shoppers say they click on advertisements at least

“sometimes” to find out more.

D

C C C

A

60% 54%59%

47%

27

Frequency of Clicking on an Advertisement- Hispanic Online Shoppers -



Q17.When you are using the internet, how often would you say you click on an advertisement

for a product or service to find out more?


26% 22%

11%

40% 46%

36%

27% 20%

35%

8% 11%18%

Spanish Dom. Bilinguals English Dom.

Never

Rarely

Sometimes

A lot/The majority of times that I’m on the internet

(J) (K) (L)

Spanish-Dominant and Bilingual Hispanics are significantly more likely to click

on an advertisement compared to English-Dominants.

L L

J

K

28

65%

42%

56%

64%

Yes

Hispanics NH Whites African-Americans Asian

Check Prices on Mobile Device While Shopping- Total Sample -



Q19. When you are out shopping in-person, do you ever compare prices by checking online on your mobile device?

Base: All Respondents - Hispanics (614), NH Whites (309), African-Americans (304), Asians (312)

(A) (B) (C) (D)

Hispanics are likely to compare prices on their mobile device when they are

out shopping (Hispanic Millennials in particular). Non-Hispanic Whites are

the least likely to do this.

BC B

B

18-34 year olds = 74%

Bilinguals = 70%

51%45%

51%47%

44%50%

43% 50%

2% 2%3%

1%2% 2% 4% 2%


29

Christmas Gift Shopping Mode

- Total Sample -



Q18C. If you are planning on buying gifts for Christmas this year, approximately what percentage of those gifts do you

think will be made online, in-person, by phone or by mail?

Base: All Respondents - Hispanics (614), NH Whites (309), African-Americans (304), Asians (312)

(A) (B) (C) (D)

C

Consumers who are buying Christmas gifts this year will be relying heavily on

the internet. Among Hispanics, close to half of all of their holiday purchases

will be done online.

In-Person

Online

C

Phone

Mail

30

Christmas Gift Shopping Preference- Hispanics -



Q18C. If you are planning on buying gifts for Christmas this year, approximately what percentage of those gifts do you think

will be made online, in-person, by phone or by mail?

Base: Hispanics - - Spanish Dom. (n=219), Bilingual (n=203), English Dom. (n=192)

55%47%

52%

40%47%

45%

2% 2%1%2% 3% 1%


(J) (K) (L)

In-Person

Online

Phone

Mail

Bilingual Hispanics are the most likely to buy their holiday gifts online.

Key Findings

• Hispanics are heavy online shoppers. Nearly all buy products online at least

occasionally; one-third wish they could buy everything online.

• The heaviest Hispanic online shoppers are males, bilinguals and 18 to 34 year olds.

Households with $40K+ income are also heavier online consumers than those with

under $40K.

• A large share of Hispanic online shoppers (just over half) say they are buying more

online now compared to one year ago. This increase is being driven by Millennials.

• Hispanics spent an average of $1,437 on their online purchases in the past 12

months. This is lower than non-Hispanic Whites and relatively even with Asians.

• African-Americans are the least active online shoppers.

• Online shoppers are most likely to use their laptop computer when making

purchases. Hispanics use their mobile phone significantly more often compared to

the other segments.

Key Findings

32

• The primary reasons why people like to shop online center around better prices and

more convenience.

• Amazon is the dominant shopping website for all online consumers. Ebay and

Walmart are a distant second and third.

• Most online shoppers say they click on advertisements at least “sometimes”.

• Comparing prices on their mobile device is a common activity when Hispanics are

out shopping, particularly among Millennials.

Key Findings

33

Appendix

Sample Profile

Hispanics

n=614

White

n=309

African-

American

n=304

Asian

n=312

Hispanics

n=614

White

n=309

African-

American

n=304

Asian

n=312

Gender U.S. Born

Male 51% 50% 48% 47% Born in the U.S. 65% 97% 96% 45%

Female 49% 50% 52% 53% Moved here 35% 3% 4% 55%

Average years living in

U.S.13.46 17.55 17.12 10.87

Age

18 to 34 47% 34% 41% 39% Household Income

35 to 64 54% 66% 58% 60% Less than $30,000 32% 21% 40% 14%

Mean age 37 42 39 39$30,000 to less than

$50,00021% 14% 18% 16%

$50,000 to less than

$70,00015% 16% 15% 14%

Census Region70,000 to less than

$100,00012% 15% 7% 13%

Northeast 14% 19% 17% 21% $100,000 or more 13% 28% 11% 36%

Midwest 9% 26% 17% 12% Median income ($000) $43 $64 $36 $75

South 37% 35% 57% 23%

West 40% 20% 9% 44%

35

Sample Profile

Hispanics

n=614

White

n=309

African-

American

n=304

Asian

n=312

Hispanics

n=614

White

n=309

African-

American

n=304

Asian

n=312

Marital Status Educational Attainment

Married 47% 53% 28% 51% Less than High School 8% 3% 7% 3%

Single 32% 24% 48% 34% High school graduate 26% 24% 27% 11%

Living with partner13% 10% 9% 5% Some College, but no

degree22% 25% 27% 13%

Separated/divorced 6% 11% 9% 5% Trade or technical school 4% 6% 7% 4%

Widowed2% 1% 3% 1% Graduated from 2-year

College7% 7% 13% 5%

Graduated from 4-5 year

College25% 26% 14% 41%

Average household size 3.4 3.0 2.7 3.0 Post Graduate Degree 8% 11% 5% 23%

Presence of Children Employment Status

No children <18 present 42% 53% 60% 64%Employed or self employed

(net)68% 65% 55% 63%

Any children <18 present 58% 47% 40% 36% Full-time Homemaker 9% 11% 8% 11%

Currently unemployed 10% 8% 14% 11%

Student, not employed 6% 1% 8% 7%

Unable to work/Disabled 3% 6% 8% 1%

Retired 4% 8% 6% 6%

36

Sample Profile

Hispanics

n=614

Language Spoken at Home

Spanish only 10%

Spanish mostly 22%

Spanish and English equally 36%

English mostly 16%

English only 16%

Country of Origin

Mexican/Mexican American 64%

Puerto Rican 11%

South American 10%

Cuban 5%

Central American 10%

Dominican 3%

Acculturation

Less Acculturated 19%

Bicultural 49%

More Acculturated 33%

37

38

Spanish Dom.(J)

Bilingual(K)

English Dom.

(L)

Airline tickets 62% 64% 67%

Music 55% 57% 56%

Books 53% 45% 40%

Tickets (movies, concerts, etc.) 48%L 50%L 38%

Home Electronics 37% 35% 33%

Sports Equipment 35%L 32%L 20%

Toys 32% 33% 35%

Magazines 32% 33% 30%

Flower arrangements 28% 34% 31%

Jewelry (including watches) 27% 32% 26%

Small Appliances 26% 28%L 18%

Vitamins/Supplements 26% 26% 25%

Home decorations/ accessories 25%L 24%L 13%

Shoes 24%L 25%L 16%

Fast food/Take-out (Pizza, etc.) 24% 24% 26%

Clothing 21% 26%L 15%

Large Appliances (washer, dryer,

refrigerator, etc.) 16% 20%L 12%

Medicine (Prescription or Off-the-shelf) 16% 14% 13%

Health & Beauty products 13% 23%KL 13%

Furniture 11% 9% 11%

Household Cleaning Supplies 11% 19%L 10%

Beer/Alcohol 8% 9% 6%

Grocery food items 4% 9% 6%

Q4. Which method do you prefer to use to buy each of the following types of products? - Over the Internet

Base: Category Purchasers (Varies by category)



Preferred Method for Purchasing Items - Online- Hispanics -

hispanic shopping trends 2015 report

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