Latino Consumers More Likely to Try New Products/​Technologies than Non-​Latino Consumers

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. 526173_shopwindow2

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.


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.

Other Findings:

  • 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.]