US Hispanic Marketing Trends

Transcription

1 US Hispanic Marketing Trends May 2015

2 US Hispanic Demographic segment is fast growing and considered one of the most sought after markets The Hispanic American consumer marketplace is growing in numbers, regions, and influence million US Hispanics Dec % Of Total US Population $1.3 trillion Purchasing power 39.2 million(78%) Hispanics Online 70% Of Hispanics are under the age of 40 Source:- Google/OTX Google/OTX US Hispanics, US Census Bureau 2014

3 Hispanics are internet power-users Hispanics own and use smartphones and tablets more than other Americans Hispanics spend 31 hours monthly online % of online time spent on devices 47% more time Non -Hispanics spend 21 hours monthly online Source: Specific Media

4 The growing Hispanic middle class is super connected 88% of U.S. Hispanics with a HHI of $50k+ are online 41MM U.S. Hispanics have a Mobile phone (77% of the Population!) 64% -- By Age 15 Own a Mobile Phone 78% -- By age 17 Own a mobile a phone U.S. Hispanics spend 42% more on mobile devices & 35% more on data services than the general market Tech, Financial Services & Travel Advertisers should continue to invest in reaching US Hispanic audiences in media Source: Alance Media

5 Hispanics are frequent online shoppers Top 5 online activities by Time Spent Affinity for Shopping Ranking Hispanic Non Hispanic 1 Shopping Web Portals and Search 2 Web Portals and Search News and Media 3 Services Career and Education Nearly 6X More hours spent per month shopping online 4 News and Media Services 5 Financial Services Health Shopping - top-ranked category of online activity for Hispanics. 21% of online time spent on shopping related websites. Inform offline purchase decisions - 73% of Hispanics research purchases online before offline, compared to 63% of non- Hispanics. Source: Specific Media 6.4 hours monthly for Hispanics vs. 1.1 hours for non-hispanics

6 More Hispanics research products online as compared to Non-Hispanics Research cars/other vehicles online Research grocery / other food products online 33% Hispanics 23% 20% Non - Hispanics 16% Source: Terra s Research

7 US Hispanic Audience Shops Via Smartphones US Hispanics spend more time in online stores, via their mobile devices, than the general population and have over- indexed: Macys.com Index of 245 (Non Hispanics Index 100) Sears.com Index of 187 Gamestop.com Index of 159 Walmart.com Index of153 OldNavy.com Index of 140 Source: Alance Media

8 Higher rates among Hispanics extend to all favorability metrics across all three devices Hispanics vs. Non-Hispanics; % often find advertisements favorable Source: Specific Media

9 Hispanics also are highly likely to be persuaded to purchase compared with non-hispanics % Likely to be persuaded to purchase after viewing Source: Specific Media Hispanics are far more likely to be persuaded by videos, mobile apps and sites to purchase than non-hispanics

10 Hispanics are more favorable towards and influenced by advertising across all channels and devices Influenced by Advertising % found web ads useful % found smartphone ads useful 33% Hispanics 36% 20% Non - Hispanics 17% Source: Specific Media

11 Hispanics are more influenced by family and friends in purchasing Hispanics are not only more open to advertising than non-hispanics, they are also more receptive to feedback from friends and family when making purchases % reported influenced to purchase by person(s) Hispanics lean on their spouses when making a purchase at a higher rate than non-hispanics Also, 50% reported being influenced by their children, a 74% increase over the 28% of Non-Hispanics Source: Specific Media

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