New insights into the online behavior of U.S. Hispanics have been released from Adsmovil, and they offer a wealth of previously uncovered consumer insights around the Hispanic market across acculturation levels and age cohorts, including Millennials, Generation X, and Baby Boomers.
The study, “Embrace the Collective”: The Hispanic Digital Purchase Journey, offers research conducted in partnership with Publicis Media, the media arm of leading global communications network Publicis Groupe, and ThinkNow, a cross-cultural research firm. It was launched “to better understand the dichotomies between the behaviors of Hispanic heads of households and non-Hispanic heads of households regarding their influence and daily digital journey, from search to acquisition and advocacy.”
The study reveals insights around key areas including:
- Online Shopping
- Hispanics are more likely to be online shoppers (versus non-Hispanics)
- Product Information:
- Hispanics are more likely to use retailer sites versus search engines than non-Hispanics
- Spanish Dominant Hispanics are more likely to search using retailer sites versus search engines; the latter is preferred by the bilingual and the English Dominant Hispanic cohort.
- Millennial Hispanics are more likely to use social media for product information (vs Gen X & Boomers)
- Younger generations of Hispanics (Gens Z & X) prefer brands that have Spanish content online
- 1 and 3 Millennials say they always must translate search results for someone else
- Hispanics engage in collective behaviors around search and purchase and are more likely to be assisting others with purchases than non-Hispanics. Within the purchase journey they’re assisting with product searches, translating results if needed, and sharing product search results across a wide variety of friends and family members in their own homes, and even across borders.
- Hispanics aren’t just helping with big ticket purchases – they are more likely to assist with everyday purchases, such as groceries, fast food, and medications at a price point of under $100. Items are influenced by different age cohorts and levels of acculturation, calling for a collective approach to marketing.
- Mobile Usage:
- Hispanics across acculturation and age cohorts, along with non-Hispanics, rely on mobile for search throughout the day and evening. Hispanics frequently then share search findings with peers.
“Hispanic consumers have been a fast-rising majority for many decades, and it’s imperative that brands understand this is not a homogeneous group,” said Lisa Torres, President of Cultural Quotient at Publicis Media. “This research explores the rich layers of Hispanic consumers across ages and acculturation levels and uncovers the unique ways they’re engaging with advertising and sharing information and recommendations with their communities. The findings will be vital to how we’re advising brands to build meaningful connections with this audience – for example, the insights clearly underscore the need for Spanish language product descriptions and content on retailer sites to accommodate this diverse cohort’s preferred method of online shopping.”
Maria (Lopez) Twena, CMO of Adsmovil, added, “The study results have been very insightful and surprising in some instances. The findings clearly delineate distinctions across both Hispanic acculturation levels and age cohorts, something that has been missing in our industry for a long time. The results will assist brands in determining who their key targets within the market should be, as well as what collective approach they should take for driving brand engagement, acquisition and ultimately, advocacy.”
The research highlights the nuances in how Hispanic consumers behave collectively online as well as offline and underscores the need to target individuals as well as their communities who are influencing their purchase decisions.
Visit https://adsmovil.com/hispanic-digital-purchase-behaviors/ to learn more about the research results by acculturation levels and age cohorts, in addition to key takeaways for marketers.