—Hispanic people are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping, according to a BIA/Kelsey Consumer Commerce Monitor study.
Hispanic people are
far more likely to use tablets and smartphones for local
shopping than non-Hispanics. According to the study, 23.6 percent of Hispanic consumers reported
they use tablets for local shopping, compared with 15.5 percent of
non-Hispanics. More than 48 percent of Hispanics polled use
mobile devices for local shopping, compared with 32 percent of
non-Hispanics. Among Hispanic mobile users, 52.5 percent report
using their tablets and 42.5 percent report using their smartphones
daily for local shopping.
BIA/Kelsey defines local shopping as any stage of the purchase funnel,
from awareness through research, to transacting for products or
services locally—within a 25-mile radius of primary residence.
The firm’s definition of local products and services
includes items such as groceries, restaurants, drugstore items, gasoline
and other high-frequency purchases.
non-Hispanics rely more on search engines than mobile apps for
local shopping. Sixty-one percent of Hispanics and 69 percent
of non-Hispanics reported they “mostly use search engines” on a tablet
or smartphone for local shopping. And while their mobile app usage is
significantly lower than their use of search engines, Hispanics rely
more on mobile apps for local shopping than non-Hispanics, by nearly two
to one. Seventeen percent of Hispanic consumers reported they “mostly
use apps” on a tablet or smartphone for local shopping, compared with 9
percent for non-Hispanics. In addition, Hispanic consumers reported
using 5.1 mobile apps, on average, for daily shopping, compared with 2.7
apps for non-Hispanic consumers.
When using social
media for local shopping, Hispanic consumers index higher than
non-Hispanics on all social media networks, except Facebook, with 61
percent of Hispanics and 67 of non-Hispanics reporting they use Facebook
for local shopping. Other social networks used for local shopping
- YouTube: 17.7 percent by Hispanics; 10.3 percent by non-Hispanics
- Yahoo: 16.8 percent by Hispanics; 16.4 percent by non-Hispanics
- Google+: 11.9 percent by Hispanics; 10.8 percent by non-Hispanics
- Twitter: 11.1 percent by Hispanics; 6.7 percent by non-Hispanics
Despite their heavy
social media use, 83.2 percent of Hispanic consumers list family and
friends as their most trustworthy source for local shopping