Study: Hispanic shoppers utilize mobile as shopping tool more than general market shopper

DENVER — A recent study conducted by The Integer Group and M/A/R/C Research, and unvelied in the latest issue of The Checkout, found 16% of Hispanic shoppers use their mobile device to make purchases, compared with just 12% of general market shoppers.

"Since mobile and online tools are important to Hispanics, there is opportunity to leverage technology to better engage this audience. It's not just about replicating general market strategies and making them bilingual, it's taking those key elements that Hispanic shoppers seek and incorporating them into the shopper experience," said Martin Ferro, senior account planner for Velocidad, a Hispanic promotional, retail and shopper marketing capability of The Integer Group.

Use of private label has grown significantly in recent years as shoppers start to perceive them as quality alternatives to name-brand products. Only 28% of Hispanic shoppers (compared to 22% of general market shoppers) say they immediately go for name-brand items while 68% (compared to 60% of general market shoppers) find their usual brand, but then consider a store brand as an alternative. The study also shows that private label is making it into Hispanics' consideration sets, with 78% of all Hispanic shoppers regularly comparing prices between name brands and store brands. Although this is the case, there are some product categories where Hispanics remain very brand loyal, this includes laundry detergent, health and beauty products, and breakfast cereals.

Additional findings on Hispanic shoppers from The Checkout:

  • Hispanics place greater emphasis on their personal networks, with 40% saying recommendations from their friends and family influence their shopping list compared to 29% of the general market;
  • Hispanic shoppers are more experiential, with 25% of Hispanics saying that having an enjoyable shopping experience was most important to them compared to 18% of general market shoppers;
  • When considering value, 53% of Hispanic shoppers say finding the highest quality items is the most important factor compared to 40% of the general market. Price is also an important factor, with 45% of Hispanics saying this is most important to them, compared to 43% of general market shoppers.

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog Shopperculture.com.


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