• by Karl Greenberg , December 3, 2014

Several factors drive the online shopping habits of Hispanic consumers, including bilingualism and acculturation. Marketers have to consider the media mix, targeting, and whether to advertise in Spanish and/or English.

It's a critical issue because the Hispanic population has grown 62% in the last 15 years to about 50.5 million, and will constitute one-third of the U.S. population by 2050. And almost three-quarters are currently under 40. And nearly 40% make between $50,000 and $99,000, accounting for $1.3 trillion on spending power. 

A big takeaway from a new study by Adroit Digital is that in-language efforts may be a waste of time, or at least partly a waste of time. Ninety percent of poll respondents said they are more likely to respond to an ad in English. Ninety-three percent of all respondents in the 18-to-24 age category and 90% of those in the 25-to-34 age group said they are more likely to respond to English pitches. 

No surprise, as English is the de facto language in households of most of those surveyed. About 83% of study respondents said they speak English at home, with 85% of Millennial respondents saying they do so.  

Over half of respondents to the study -- which asked Hispanics what online channels they use to shop, what motivates them to complete a purchase, and how marketers can increase conversion rates -- said they don't mind online ads if they are from brands whose sites they have visited. But 35- to-44-year-olds are least receptive to ads. Over half also said they are more likely to return to a retail site and make a purchase they had not completed if given a digital nudge by targeted ad, email, text or mobile push.

But almost three-quarters of respondents to the June-through-July poll of self-identified Hispanics said they do e-commerce on laptop, only 16% said they shop on smartphones or tablets. Fifty-eight percent of respondents said when they are on mobile devices they shop from the brand or retailer's Web site, only 26% from an app. 

Free shipping is key to three-quarters of those surveyed, followed by alternative payment method at 56%. Thirty-seven percent said they would be willing to pay $6 for shipping. Only a quarter of respondents said a good mobile experience was the most interesting aspect of the engagement. 

About half said fashion and beauty categories are most likely to garner responses to online ads that drive them toward a purchase, followed by lifestyle at 42%.

"Hispanic Couple on Couch with Laptop" photo from Shutterstock.