About 7 in 10 Hispanics use coupons found on social media sites, making them almost 30% more likely than the average US consumer (54%) to do so, finds Valassis in recent survey results. Not only are Hispanics more likely to use coupons found on social media sites, but they’re also much more likely to share coupons via social media, per the results, with more than 6 in 10 claiming to do so, compared to the 39% average across all respondents.
The Valassis study indicates that Hispanics use both digital and print coupons at a greater rate than the general population, but takes a particular focus on the differences in usage of digital coupons. Aside from social’s influence, the researchers show that Hispanics are almost 20% more likely than the general respondent to search for an online coupon based on a recommendation (84.2% vs. 70.6%), and are 22% more likely to use discounts from mobile or downloaded to a loyalty card (80.2% vs. 66%).
Valassis notes that the growing purchasing power of Hispanics makes them an attractive target. In fact, a study released earlier this year by Geoscape found that Hispanic households will outspend whites over the remainder of their lifetimes, though that’s largely the result of remaining lifespans being greater for Hispanics on average, with their median household income trailing the national average by 19%.