Hispanic Consumers Outpace Non-Hispanics in Use of Social, Mobile for Local Shopping – BIA/Kelsey Study


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.

Hispanic consumers are far more likely to use mobile devices (tablet and smartphone) for local shopping than non-Hispanic consumers. According to the study’s findings, nearly a quarter (23.6 percent) of Hispanic consumers reported they use tablets for local shopping, compared with 15.5 percent of non-Hispanics. And nearly half (48.5 percent) 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.

“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.”

Read the full press release here: http://www.biakelsey.com/Company/Press-Releases/140225-Hispanic-Consumers-Outpace-Non-Hispanics-in-Use-of-Social-and-Mobile-Sources-for-Local-Shopping-Information.asp

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