2-25-14
BIA/Kelsey has just released its Consumer Commerce Monitor Study, which concludes, Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping. Nearly a quarter (23.6 %) of Hispanic consumers reported they use tablets for local shopping, compared with 15.5 percent of non-Hispanics. And nearly half (48.5 %) of Hispanic consumers use mobile devices for local shopping, compared with 32 percent of non-Hispanics. Among mobile Hispanic consumers, 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.
BIA/Kelsey VP of Analysis and Insights Celine Matthiessen said, "How the Hispanic consumer shops will affect how a local business advertises and builds loyalty with this community. An integrated social, mobile and loyalty strategy will be a necessity to attract this demographic, as Hispanic consumers are very loyal to local businesses. Hispanic respondents to the CCM study reported that they supported an average of six businesses by becoming a fan or follower or liking a local business."
According to the BIA/Kelsey report, 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 include:
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 information.
BIA/Kelsey will present data on Hispanic digital media usage and local shopping behaviors from its Consumer Commerce Monitor study during a free webinar this Thursday, Feb. 27. Webinar details and online registration for "Hispanic Consumers Buy Into Digital for Local Shopping" are available HERE
And BIA/Kelsey SVP and Chief Economist Mark Fratrik, will participate in Radio Ink's Hispanic Radio Conference on a discussion panel titled, "Investment Strategy: The View From Wall Street and Main Street." He will share further findings from the CCM survey, as well as examine investment opportunities in Hispanic radio.
Register for the Radio Ink Hispanic Radio Conference HERE
