Latinos display markedly different shopping habits than their non-Latino counterparts, according to a new study conducted by Lapiz and Leo Burnett Group. For example, survey results indicate that they’re more than twice as likely to follow trends (41% vs. 18%), enjoy trying new products first (31% vs. 14%), and like being the first to share with their friends (30% vs. 13%). That propensity for trendsetting may be why Hispanics have been ahead of the general population in social media use and mobile device adoption.
Past survey results have shown that Hispanics have adopted mobile banking and finance at a faster rate than the general population, and indeed, the survey results from Leo Burnett and Lapiz also show that Latinos are far more likely than non-Latinos to shop with a mobile phone (56% vs. 33%) or tablet (43% vs. 25%). This demonstrates that in general, Hispanics have an inclination to try new products and technologies, a tendency that translates to the shopping process.
SHOPPING IS A SOCIAL EXPERIENCE FOR LATINOS
Further results from the “LatinoShop” study indicate that Latinos take more of a social approach to shopping than non-Latinos. That approach involves both online and offline behavior: 37% reach out to friends and family (compared to 17% for non-Latinos); 36% share opinions and write reviews (versus 18% of non-Latinos); and 48% use social networking sites (compared to 31% of non-Latinos).
One area in which the gap is even more significant: shopping with kids. 45% of Latinos surveyed enjoy doing so, more than triple the proportion of non-Latinos (13%). These findings affirm earlier survey results from Sensis and White Horse and Univision which demonstrate Hispanics’ propensity for social experiences in a range of areas, from shopping in-store to visiting quick-service restaurants.
- Certain identified traditional media prove more influential to Latinos than non-Latinos. That’s true for radio (72% vs. 46%), billboards (59% vs. 35%) and infomercials (52% vs. 23%).
- When shopping, Latinos are motivated by their senses. 55% like to touch and feel a product before buying it (versus 38% of the non-Latino survey sample), while 49% judge product quality by its product packaging (versus 19% of non-Latinos) and 36% think it’s fun to immerse themselves in the store atmosphere (compared to 13% of the non-Latinos surveyed). That points to a favorable disposition to shopping in-store versus online, a preference shared by 6 in 10 Americans.
To learn more about Latino consumers, check out the Audience Interests & Intent report available on the Research Store at ad-ology.com.[Source: "LatinoShop Study." Lapiz and Leo Burnett. 26 Dec. 2012. Web. 27 Jan. 2013.]