Hispanic consumers more likely to use mobile for local shopping sources

Chantilly, Va. -- Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping. According to BIA/Kelsey's Consumer Commerce Monitor study, nearly a quarter (23.6%) of Hispanic consumers reported they use tablets for local shopping, compared with 15.5% of non-Hispanics. And nearly half (48.5%) of Hispanic consumers use mobile devices for local shopping, compared with 32% of non-Hispanics. Among mobile Hispanic consumers, 52.5% report using their tablets and 42.5% report using their smartphones daily for local shopping.



When using social media for local shopping, Hispanic consumers index higher than non-Hispanics on all social media networks, except Facebook, with 61% 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% by Hispanics; 10.3% by non-Hispanics

• Yahoo: 16.8% by Hispanics; 16.4% by non-Hispanics

• Google+: 11.9% by Hispanics; 10.8% by non-Hispanics

• Twitter: 11.1% by Hispanics; 6.7% by non-Hispanics



Despite their heavy social media use, 83.2% of Hispanic consumers list family and friends as their most trustworthy source for local shopping information. "How the Hispanic consumer shops will affect how a local business advertises and builds loyalty with this community," said Celine Matthiessen, VP analysis and insights, BIA/Kelsey.



"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."