Hispanics and Retail - US - December 2013
Hispanics are social shoppers. They enjoy shopping and often shop with family and friends. It is therefore not surprising that recommendations from friends and family are the single most influential factor for Hispanic buyers. Though obviously neither friends nor family, marketers have an opportunity to replicate the influence of kin through experienced sales staff and engaging social media.
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Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Hispanic expenditures reach pre-recession peaks
Figure 1: Average annual expenditures of Hispanic households, three-year rolling averages at current prices, 2007 and 2012
Hispanics over index in apparel and services
Figure 2: Indexed average annual expenditures of households, by Hispanic origin, three-year rolling averages at current prices, 2012
Hispanics enjoy shopping and are more likely to visit multiple stores
Figure 3: Attitudes toward shopping, by Hispanic origin, May 2012-June 2013
Hispanics are social shoppers
Figure 4: Influences on purchase decisions in last three months, by gender, October-November 2013
Outlook good for manufacturers’ stores targeting young Hispanics
Figure 5: Plans to purchase electronics at manufacturer retail store in next year, by age, October-November 2013
Discount retailers are most likely destination for mobile phone purchases
Figure 6: Type of retailer where portable electronics were purchased in last year, October-November 2013
Ads are less effective for electronics than other retail products
Figure 7: Influences on purchase decision in last three months, by product type purchased, October-November 2013
What we think
Click Here To Download Detail Report: http://www.marketresearchreports.biz/sample/sample/181660
Issues and Insights
Hispanics want recommendations from family/friends, but is that all?
Insight: knowledgeable clerks and IT professionals can duplicate the influence of kin
With the dominance of discount retailers, where can others stand out?
Insight: manufacturers’ and specialty stores can provide more fun, variety, personal service
Traditional ads are less effective for electronics than other retail products
Insight: embrace social media and digital recommendations
Trend Applications
Trend: Return to the Experts
Trend: Click and Connect
Mintel Futures: Generation Next
Market Size and Forecast
Key points
Hispanic expenditures reach pre-recession peaks
Figure 8: Average annual expenditures of Hispanic households, three-year rolling averages at current prices, 2007 and 2012
Hispanics over index in apparel and services
Figure 9: Indexed average annual expenditures of households, by Hispanic origin, three-year rolling averages at current prices, 2012
The Hispanic Retail Consumer
Key points
Hispanics enjoy shopping and are more likely to visit multiple stores
Figure 10: Attitudes toward shopping, by Hispanic origin, May 2012-June 2013
Half of Spanish-speaking Hispanics enjoy shopping with family
Figure 11: Attitudes toward shopping, by language spoken in home, May 2012-June 2013
Walmart is most popular retail store
Figure 12: Specific retail stores visited in last three months, by Hispanic origin, May 2012-June 2013
Best Buy is most popular electronics store
Figure 13: Electronics stores visited in last three months, by Hispanic origin, May 2012-June 2013
Hispanics want cell phones with more features
Figure 14: Attitudes toward mobile phone usage, by Hispanic origin, May 2012-June 2013
Hispanics using PCs for educational purposes
Figure 15: Activities conducted on home computer, by Hispanic origin, May 2012-June 2013
Dell tablet/PCs popular with Hispanics
Figure 16: Brand of tablet/PC owned, by Hispanic origin, May 2012-June 2013
Top cell phone brands are popular with Hispanics
Figure 17: Brand of cell phone owned, by Hispanic origin, May 2012-June 2013
Wireless provider Verizon under indexes with Hispanics
Figure 18: Wireless plan provider used, by Hispanic origin, May 2012-June 2013
Marketing Strategies
Facebook launches Hispanics affinity cluster
Wireless providers acquire prepaid plan services and spend big on ads
T-Mobile airs Hispanic version of “Help” campaign
Figure 19: T-Mobile, Television ad, 2013
“It’s not complicated” campaign features kids, may attract Hispanic parents
Figure 20: AT&T, television ad, 2013
Apple ad celebrates global diversity
Figure 21: Apple, TV ad, 2013
CNET launches CNET Espanol
Effectiveness of Promotions
Key points
Sale prices are the most effective promotion
Figure 22: Effectiveness of promotions in choosing products to purchase, by gender, October-November 2013
Sale items are effective across all age groups
Figure 23: Effectiveness of promotions in choosing products to purchase, by age, October-November 2013
Affluent Hispanics are financially savvy shoppers
Figure 24: Effectiveness of promotions in choosing products to purchase, by household income, October-November 2013
Free samples work for Hispanic parents
Figure 25: Effectiveness of promotions in choosing products to purchase, by presence of children in household, October-November 2013
Opportunity for more Spanish-language coupons
Figure 26: Effectiveness of promotions in choosing products to purchase, by language primarily spoken in home, October-November 2013
Sources of Information for Making Buying Decisions
Key points
Hispanics are social shoppers
Figure 27: Influences in purchase decisions, by gender, October-November 2013
Recommendations online beginning to affect younger Hispanics
Figure 28: Influences in purchase decisions, by age, October-November 2013
Hispanic parents are more easily influenced to buy
Figure 29: Influences in purchase decisions, by presence of children in household, October-November 2013
Chance to engage in Hispanic community events
Figure 30: Influences in purchase decisions, by language primarily spoken in home, October-November 2013
In-store Behavior and Loyalty Program Usage
Key points
In-store shopping behavior largely consistent
Figure 31: In-store shopping behavior and usage of rewards programs, by gender, October-November 2013
Loyalty programs more attractive to Hispanics earning $75K+
Figure 32: In-store shopping behavior and usage of rewards programs, by household income, October-November 2013
Opportunity for Spanish-oriented loyalty programs
Figure 33: In-store shopping behavior and usage of rewards programs, by language primarily spoken in home, October-November 2013
To Buy The Copy of This Report Visit: http://www.marketresearchreports.biz/analysis/181660
Purchasing Electronics
Key points
Walmart and Target are the most popular retailers for electronics
Figure 34: Type of store where electronics are purchased, by gender, October-November 2013
Manufacturers’ stores gain appeal among younger Hispanics
Figure 35: Type of store where electronics are purchased, by age, October-November 2013
Discount retailers popular with Hispanics of all household incomes
Figure 36: Type of store where electronics are purchased, by household income, October-November 2013
Store clerks and IT professionals influencing Walmart/Best Buy shoppers
Figure 37: Type of store where electronics are purchased, by influences on purchase decision, October-November 2013
Brands endorsed by celebrities are popular with Walmart/Target shoppers
Figure 38: Type of store where electronics are purchased, by influences on purchase decision (continued), October-November 2013
Electronics Purchases in the Future
Key points
Hispanic men planning more electronics purchases than women
Figure 39: Type of store preferred for future purchases of electronics, by gender, October-November 2013
Manufacturers’ own stores appeal to young Hispanics
Figure 40: Type of store preferred for future purchases of electronics, by age, October-November 2013
Fewer middle-income Hispanics planning to buy electronics
Figure 41: Type of store preferred for future purchases of electronics, by household income, October-November 2013
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Contact
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Hispanics are social shoppers. They enjoy shopping and often shop with family and friends. It is therefore not surprising that recommendations from friends and family are the single most influential factor for Hispanic buyers. Though obviously neither friends nor family, marketers have an opportunity to replicate the influence of kin through experienced sales staff and engaging social media.
To Read the Complete Report with TOC Visit: http://www.marketresearchreports.biz/analysis-details/hispanics-and-retail-us-december-2013
Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Hispanic expenditures reach pre-recession peaks
Figure 1: Average annual expenditures of Hispanic households, three-year rolling averages at current prices, 2007 and 2012
Hispanics over index in apparel and services
Figure 2: Indexed average annual expenditures of households, by Hispanic origin, three-year rolling averages at current prices, 2012
Hispanics enjoy shopping and are more likely to visit multiple stores
Figure 3: Attitudes toward shopping, by Hispanic origin, May 2012-June 2013
Hispanics are social shoppers
Figure 4: Influences on purchase decisions in last three months, by gender, October-November 2013
Outlook good for manufacturers’ stores targeting young Hispanics
Figure 5: Plans to purchase electronics at manufacturer retail store in next year, by age, October-November 2013
Discount retailers are most likely destination for mobile phone purchases
Figure 6: Type of retailer where portable electronics were purchased in last year, October-November 2013
Ads are less effective for electronics than other retail products
Figure 7: Influences on purchase decision in last three months, by product type purchased, October-November 2013
What we think
Click Here To Download Detail Report: http://www.marketresearchreports.biz/sample/sample/181660
Issues and Insights
Hispanics want recommendations from family/friends, but is that all?
Insight: knowledgeable clerks and IT professionals can duplicate the influence of kin
With the dominance of discount retailers, where can others stand out?
Insight: manufacturers’ and specialty stores can provide more fun, variety, personal service
Traditional ads are less effective for electronics than other retail products
Insight: embrace social media and digital recommendations
Trend Applications
Trend: Return to the Experts
Trend: Click and Connect
Mintel Futures: Generation Next
Market Size and Forecast
Key points
Hispanic expenditures reach pre-recession peaks
Figure 8: Average annual expenditures of Hispanic households, three-year rolling averages at current prices, 2007 and 2012
Hispanics over index in apparel and services
Figure 9: Indexed average annual expenditures of households, by Hispanic origin, three-year rolling averages at current prices, 2012
The Hispanic Retail Consumer
Key points
Hispanics enjoy shopping and are more likely to visit multiple stores
Figure 10: Attitudes toward shopping, by Hispanic origin, May 2012-June 2013
Half of Spanish-speaking Hispanics enjoy shopping with family
Figure 11: Attitudes toward shopping, by language spoken in home, May 2012-June 2013
Walmart is most popular retail store
Figure 12: Specific retail stores visited in last three months, by Hispanic origin, May 2012-June 2013
Best Buy is most popular electronics store
Figure 13: Electronics stores visited in last three months, by Hispanic origin, May 2012-June 2013
Hispanics want cell phones with more features
Figure 14: Attitudes toward mobile phone usage, by Hispanic origin, May 2012-June 2013
Hispanics using PCs for educational purposes
Figure 15: Activities conducted on home computer, by Hispanic origin, May 2012-June 2013
Dell tablet/PCs popular with Hispanics
Figure 16: Brand of tablet/PC owned, by Hispanic origin, May 2012-June 2013
Top cell phone brands are popular with Hispanics
Figure 17: Brand of cell phone owned, by Hispanic origin, May 2012-June 2013
Wireless provider Verizon under indexes with Hispanics
Figure 18: Wireless plan provider used, by Hispanic origin, May 2012-June 2013
Marketing Strategies
Facebook launches Hispanics affinity cluster
Wireless providers acquire prepaid plan services and spend big on ads
T-Mobile airs Hispanic version of “Help” campaign
Figure 19: T-Mobile, Television ad, 2013
“It’s not complicated” campaign features kids, may attract Hispanic parents
Figure 20: AT&T, television ad, 2013
Apple ad celebrates global diversity
Figure 21: Apple, TV ad, 2013
CNET launches CNET Espanol
Effectiveness of Promotions
Key points
Sale prices are the most effective promotion
Figure 22: Effectiveness of promotions in choosing products to purchase, by gender, October-November 2013
Sale items are effective across all age groups
Figure 23: Effectiveness of promotions in choosing products to purchase, by age, October-November 2013
Affluent Hispanics are financially savvy shoppers
Figure 24: Effectiveness of promotions in choosing products to purchase, by household income, October-November 2013
Free samples work for Hispanic parents
Figure 25: Effectiveness of promotions in choosing products to purchase, by presence of children in household, October-November 2013
Opportunity for more Spanish-language coupons
Figure 26: Effectiveness of promotions in choosing products to purchase, by language primarily spoken in home, October-November 2013
Sources of Information for Making Buying Decisions
Key points
Hispanics are social shoppers
Figure 27: Influences in purchase decisions, by gender, October-November 2013
Recommendations online beginning to affect younger Hispanics
Figure 28: Influences in purchase decisions, by age, October-November 2013
Hispanic parents are more easily influenced to buy
Figure 29: Influences in purchase decisions, by presence of children in household, October-November 2013
Chance to engage in Hispanic community events
Figure 30: Influences in purchase decisions, by language primarily spoken in home, October-November 2013
In-store Behavior and Loyalty Program Usage
Key points
In-store shopping behavior largely consistent
Figure 31: In-store shopping behavior and usage of rewards programs, by gender, October-November 2013
Loyalty programs more attractive to Hispanics earning $75K+
Figure 32: In-store shopping behavior and usage of rewards programs, by household income, October-November 2013
Opportunity for Spanish-oriented loyalty programs
Figure 33: In-store shopping behavior and usage of rewards programs, by language primarily spoken in home, October-November 2013
To Buy The Copy of This Report Visit: http://www.marketresearchreports.biz/analysis/181660
Purchasing Electronics
Key points
Walmart and Target are the most popular retailers for electronics
Figure 34: Type of store where electronics are purchased, by gender, October-November 2013
Manufacturers’ stores gain appeal among younger Hispanics
Figure 35: Type of store where electronics are purchased, by age, October-November 2013
Discount retailers popular with Hispanics of all household incomes
Figure 36: Type of store where electronics are purchased, by household income, October-November 2013
Store clerks and IT professionals influencing Walmart/Best Buy shoppers
Figure 37: Type of store where electronics are purchased, by influences on purchase decision, October-November 2013
Brands endorsed by celebrities are popular with Walmart/Target shoppers
Figure 38: Type of store where electronics are purchased, by influences on purchase decision (continued), October-November 2013
Electronics Purchases in the Future
Key points
Hispanic men planning more electronics purchases than women
Figure 39: Type of store preferred for future purchases of electronics, by gender, October-November 2013
Manufacturers’ own stores appeal to young Hispanics
Figure 40: Type of store preferred for future purchases of electronics, by age, October-November 2013
Fewer middle-income Hispanics planning to buy electronics
Figure 41: Type of store preferred for future purchases of electronics, by household income, October-November 2013
About Us
MarketResearchReports.Biz is the most comprehensive collection of market research reports. MarketResearchReports.Biz services are specially designed to save time and money for our clients. We are a one stop solution for all your research needs, our main offerings are syndicated research reports, custom research, subscription access and consulting services. We serve all sizes and types of companies spanning across various industries.
Contact
M/s Sheela
90 Sate Street, Suite 700
Albany, NY 12207
Tel: +1-518-618-1030
USA – Canada Toll Free: 866-997-4948
Website: http://www.marketresearchreports.biz/
Blog: http://chinamarketreports.blogspot.com/
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