“EMBRACE THE COLLECTIVE”: NEW STUDY REVEALS NOVEL INSIGHTS ON HISPANIC DIGITAL PURCHASE BEHAVIORS
Research uncovers insights across Hispanic ages and acculturation levels; highlights unique online shopping and search habits
Adsmovil, a minority-owned and certified leading pioneer in Hispanic mobile advertising and digital media, today releases the results of a new study: “Embrace the Collective”: The Hispanic Digital Purchase Journey. The study offers new insights into the online behavior of this diverse and dynamic community and unveils a wealth of previously uncovered consumer insights around the Hispanic market across acculturation levels and age cohorts, including Millennials, Generation X, and Baby Boomers.
The research, conducted in partnership with Publicis Media, the media arm of leading global communications network Publicis Groupe, and ThinkNow, a leading cross-cultural research firm that helps organizations communicate better with their audiences, was launched to better understand the dichotomies between the behaviors of Hispanic heads of households and non-Hispanic heads of households regarding their influence and daily digital journey, from search to acquisition and advocacy. The study reveals insights around key areas including:
- Online Shopping
- Hispanics are more likely to be online shoppers (versus non-Hispanics)
- Product Information:
- Hispanics are more likely to use retailer sites versus search engines than non-Hispanics
- Millennial Hispanics are more likely to use social media for product information (vs Gen X & Boomers)
- Younger generations of Hispanics (Gens Z & X) prefer brands that have Spanish content online
- 1 and 3 Millennials say they always must translate search results for someone else
- Spanish Dominant Hispanics are more likely to search using retailer sites versus search engines; the latter is preferred by the bilingual and the English Dominant Hispanic cohort.
- Hispanics engage in collective behaviors around search and purchase and are more likely to be assisting others with purchases than non-Hispanics. Within the purchase journey they’re assisting with product searches, translating results if needed, and sharing product search results across a wide variety of friends and family members in their own homes, and even across borders.
- Hispanics aren’t just helping with big ticket purchases – they are more likely to assist with everyday purchases, such as groceries, fast food, and medications at a price point of under $100. Items are influenced by different age cohorts and levels of acculturation, calling for a collective approach to marketing.
- Mobile Usage:
- Hispanics across acculturation and age cohorts, along with non-Hispanics, rely on mobile for search throughout the day and evening. Hispanics frequently then share search findings with peers.
“Hispanic consumers have been a fast-rising majority for many decades, and it’s imperative that brands understand this is not a homogeneous group,” said Lisa Torres, President, Cultural Quotient, Publicis Media. “This research explores the rich layers of Hispanic consumers across ages and acculturation levels and uncovers the unique ways they’re engaging with advertising and sharing information and recommendations with their communities. The findings will be vital to how we’re advising brands to build meaningful connections with this audience – for example, the insights clearly underscore the need for Spanish language product descriptions and content on retailer sites to accommodate this diverse cohort’s preferred method of online shopping.”
“The study results have been very insightful and surprising in some instances. The findings clearly delineate distinctions across both Hispanic acculturation levels and age cohorts, something that has been missing in our industry for a long time,” said Maria (Lopez) Twena, CMO of Adsmovil. “The results will assist brands in determining who their key targets within the market should be, as well as what collective approach they should take for driving brand engagement, acquisition and ultimately, advocacy,” she concluded.
The research highlights the nuances in how Hispanic consumers behave collectively online as well as offline, and underscores the need to target individuals as well as their communities who are influencing their purchase decisions. Visit https://adsmovil.com/hispanic-digital-purchase-behaviors/ to learn more about the research results by acculturation levels and age cohorts, in addition to key takeaways for marketers.
About Publicis Media
Publicis Media is part of Publicis Groupe, the third largest communications group in the world. Publicis Media is comprised of global brands and powered by digital-first, data-driven practices that together deliver the power of smart, scaled media to unlock growth for clients in the platform world.
Minority-owned and certified, Adsmovil is a leading pioneer in Hispanic mobile advertising and digital media driving brand resonance across today’s multigenerational market. The company reaches almost half (48%) of the total Hispanic digital population across cultural diversity and acculturation levels and has direct relationships with over 2500 digital premium publishers in the US, LATAM and Spain. Its multi-channel offering spans screens, senses and languages and it offers clients full production capabilities, via Adsmovil Studios. The company consistently ranks #1 within ComScore’s Hispanic Ad Focus Mobile Reporting. The company was founded in 2011 by its CEO, Alberto Pardo, and its U.S. headquarters is in Miami, FL. It is an environmentally aware business committed to reducing its carbon footprint to create a greener, more sustainable future.