Hispanic Men Exert Influence on Household Shopping Decisions

February 19, 2013

This article is included in these additional categories:

Boomers & Older | Food & Restaurants | Hispanic | Men | Radio | Television

Mintel-Hispanic-Men-Household-Shopping-Influence-Feb2013Marketers ignoring Hispanic men are missing opportunities by doing so, says Mintel in new research. According to the study, 42% of Hispanic men and 55% of Hispanic fathers are the top decision maker for their household’s purchases. There’s an age trend at play, too: those aged 45-64 are more likely to command the most influence than those aged 25-34 (54% vs. 44%).

Many of this potentially lucrative demographic aren’t too happy with the way they’re represented in the media: fully two-thirds believe they’re stereotyped by advertisers. By contrast, half feel that Hispanic women are positively portrayed in the media.

Looking at various purchase factors, Mintel notes that 44% of Hispanic men purchased a new product after first sampling it in a store, and 42% bought after a recommendation from a friend or family member. Roughly 1 in 3 also said they are more likely to be influenced by ads on Spanish-language TV than on English-language TV, providing more fuel to the burgeoning Spanish-language market.

Previous research from Nielsen has found that Hispanics as a whole like TV ads 51% more if viewed in Spanish rather than English, and that hiring Spanish-speaking talent to deliver the script resonates 30% better with this group. In fact, although Hispanics remember English language commercials as well as much as the general population, the same commercial shown in Spanish can bump up ad recall by as much as 30%.

Other Findings:

  • Almost 8 in 10 Hispanic men in high-income-households ($100k+) have bought clothing or food products in the last year, compared to two-thirds of those in lower-income (less than $25k) households.
  • 58% of Hispanic men only shop at their favorite stores.
  • Traditional grocery stores are the leading household food shopping destinations for Hispanic men. For Hispanic fathers, though, mass merchandisers are most popular.
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