U.S. Hispanics over-index in a number of key digital behaviors, showing themselves more likely than the general population to do things like using social media and mobile coupons.
trend extends to online shopping as well, according to data from Experian Marketing Services, based on a survey of e-commerce activity conducted from June to November this year.
Overall, Hispanics’ share of visits to the top 500 retail Web sites tracked by Experian’s Hitwise measurement service was 21% higher than the online population in general. This behavior
is enabled by smartphones, with 54% of Hispanic smartphone owners visiting a shopping site with their mobile browser during a typical month.
Hispanics also spend more time browsing retail
Web sites than non-Hispanic smartphone owners. Hispanic smartphone owners over-indexed in using their mobile devices to visit Macys.com (245 compared to an index of 100 for non-Hispanics), Sears.com
(187), Gamestop.com (159), Walmart.com (153), and Oldnavy.com (140).
In terms of specific behaviors, adult Hispanic smartphone owners are twice as likely as non-Hispanics to say they
are interested in receiving ads on their phone, 58% are more likely to purchase products they see advertised on their phone, and 13% are more likely to say they use their phone while shopping to find
Turning to social media, according to Experian, 69% of Hispanics surveyed use social media once a day, compared to 62% of non-Hispanics. Hispanics are also 6% more likely
to follow companies and brands on social media, and 30% more likely to buy products they see advertised on social media sites.
Previous research has noted similar trends. In November,
Valassis released the results of a study showing that 84.2% of U.S. Hispanic consumers have searched for an online coupon based on a recommendation, compared to 70.6% of all U.S. consumers, and 80.2%
have used discounts from a mobile device or downloaded them to a loyalty card, compared to 66% of the overall population.
Plus, 69.6% of U.S. Hispanics said they have used coupons found on
social media sites, compared to 53.9% of the population at large, and 61.2% said they have shared coupons via social media, compared to 39.4% of all consumers.