Hispanics Over-Index in Mobile Use For Local Shopping

February 28, 2014

BIAKelsey-Hispanic-Use-Mobile-Local-Shopping-Feb2014In many respects, research shows Hispanics to be ahead of the curve in terms of various mobile and online behaviors, ranging from smartphone adoption to online sharing activity and mobile check-ins. Here’s some more data to add to that body of research: according to newly-released survey results from BIA/Kelsey, Hispanics are more likely than non-Hispanics to use mobile devices and various social platforms for local shopping. In this case, local shopping is defined as “any stage of the purchase funnel, from awareness through research, to transacting for products or services locally (within a 25-mile radius of your primary residence).”

Here’s how the numbers shake out:

  • Hispanics are about 52% more likely than non-Hispanics to use smartphones for local shopping (48.5% vs. 32%); and
  • They’re equally 52% more likely to use tablets (23.6% vs. 15.5%) for these purposes.

Hispanics tend to favor mobile search over applications for their local shopping needs, with 61% reporting mostly using search engines on their mobile devices for this purpose. That actually makes them less reliant on search than their non-Hispanic counterparts, roughly two-thirds of whom mostly use search. Not surprisingly, then, Hispanics are more likely to mostly use apps than non-Hispanics (17% vs. 9%), also generally using more apps on average for daily shopping (5.1 vs. 2.7).

Hispanics also for the most part outpace non-Hispanics in their use of social sources for local shopping, most notably on YouTube (17.7% vs. 10.3%) and Twitter (11.1% vs. 6.7%). However, they’re somewhat less likely to use Facebook (61% vs. 67%).

Overall, though, more than 8 in 10 Hispanics say that family and friends are their most trusted source of local shopping information.

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