Power-of-Hispanic-Shoppers-Online_FINAL

THE POWER OF HISPANIC SHOPPERS ONLINE:A SNAPSHOT OF HOW HISPANIC AMERICANS PURCHASE ONLINE AND RESPOND TO DIGITAL ADVERTISING

adroitdigital.com

http://www.adroitdigital.com


Contents

Introduction 3

Objectives & Methodology 4

Major Findings 5

Demographics 6

Survey 7

Conclusion 18

About Adroit Digital 19

Contact Us 19

the Power of hisPaniC shoPPers onlineadroitdigital.com


3the Power of hisPaniC shoPPers onlineadroitdigital.com 3

introduCtion

When it comes to the segment of the US population that is growing the fastest, Hispanics outpace all others by a mile.

Having increased by 62% in the last 15 years, the Hispanic demographic represents the largest contributor to this country’s population growth. To put it in better perspective, while the total US population rose by 0.7% in 2013, the Hispanic population grew by over 2% to bring the total number of Hispanics currently living in the US to 50.5 million. By 2050, Hispanics will represent one-third of Americans.*

There’s more to the Hispanic story than the population boom. For one, Hispanics are younger than the overall US population—70% are under age 40.* Hispanics are increasingly middle class; the newly designated “Upscale Hispanics,” those with an annual household income between $50,000 and $99,000, are responsible for nearly 40% of Hispanics’ $1.3 trillion spending power.** They are also increasingly connected. Overall, Hispanics spend six more hours a day connected to a technology device than the general population.†

The characteristics referenced above are also causing Hispanics to over-index on a number of online behaviors. For instance, 69% of Hispanics use social media at least once a day compared to 62% of non-Hispanics. Hispanics are also 6% more apt to follow brands on sites like Facebook and 30% more inclined to purchase products advertised via social media.†† Of most crucial note is the fact that 60% of Hispanics say the Internet is their first information source for shopping.^

Although more and more Hispanics are researching purchases online, that doesn’t make things clear-cut for advertisers hoping to reach these specific consumers. In Hispanics’ online shopping habits, there are more unique factors at play, including bilingualism and acculturation. It seems advertisers have quite a few decisions to make when creating the right marketing for Hispanic online shoppers: English or Spanish? Hispanic-focused content or general messaging? Mobile ads or online display?

The good news is that advertisers can evolve in tandem with the Hispanic shopper. A younger population means Hispanic earning power stands to increase exponentially by 2024.* In this way, Hispanic online shopping habits may increasingly mimic those of Millennials, as a large chunk of the Hispanic population is already in the 15-to-34-year-old age bracket. A younger population will also become more acculturated over time, and advertisers should strike now to increase LTV of this segment.


objeCtives & Methodology

To gain insight into how Hispanics shop online and respond to online advertising efforts, Adroit Digital conducted a study to ask Hispanics what online channels they use to shop, what motivates them to complete a purchase and how marketers can increase conversion rates for this population segment. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current marketing efforts align with Hispanic online shopping trends.

The study was fielded from June 9, 2014 through July 29, 2014. The survey targeted a random sample of US Hispanic consumers who self-identified as 18 or older and who shop online. The study garnered 607 completes.

4the Power of hisPaniC shoPPers onlineadroitdigital.com



Major findings

• 90%ofrespondentsaremorelikelytorespondtoanadthat is in English. 93% of all respondents in the 18-to-24 age category and 90% of those in the 25-to-34 age group are more likely to respond to marketing in English.

• 54%ofrespondentsdonotmindseeinganonlineadfrom retailers after they’ve visited or purchased from their site. The 35-to-44-year-old group is the least receptive to these ads, with 55% of all respondents in this category saying they’d be put off by remarketing.

• 64%wouldpurchasefromanotherretaileriftheyencountered higher-than-expected fees during an online purchase. The 18-to-24-year-old category is the most likely of all the age groups to shop at the same retailer site at 19%. Men are more likely to be loyal, with 20% of all male respondents saying they’d stick with the retailer despite the extra fees compared with 16% of all female respondents.

• 54%saytheyaremorelikelytoreturntoaretailsiteandcomplete a purchase they hadn’t completed if they receive an online ad, email, text message or mobile push notification. The 25-to-34-year-old group is most likely to respond to such a prompt at 56%.

• 76%ofsurveyrespondentssaythethingretailerscando to make them more likely to complete purchases is offer free shipping, followed by alternative payment method at 56%. A good mobile experience was the least enticing offer, attracting just 27% of respondents. One-click checkout was the second least popular option at 28%. Men, at 31%, were far more likely than women, at 23%, to choose this option.

• 71%ofparticipantsarecompelledtohitthe“Purchase”or“SubmitPayment”buttonwhenshoppingonlineifthe website and payment process is secure. The social media/sharing experience or high quality of the offering was the least important reason, at 13%.

• 49%sayfashionandbeautyisthecontentcategorythat would make them most likely to respond to online ads that drive them toward a purchase, with lifestyle coming in second at 42%.

• 43%saybothonlinedisplayandTVaretheadvertisingmediums most likely to influence a purchase decision, with social media a close second at 42%. 18-to-24-year-olds were more likely to choose online display or social, 43% for each category. Billboards, the least common answer at 19%, drew a higher number of male respondents than female, 22% and 15%, respectively.


gender

age

deMograPhiCs

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%

Shop at a different retailer

Shop in-store

Stay with the same retailer

Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App

Don’t shopfrom mobiledevice

Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

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r fam

ily h

ave

used

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with

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sults

The

com

pany

or w

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ell-k

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ular

The

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ile/s

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able

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ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle

News and current events

None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

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r fam

ily h

ave

used

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site

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The

com

pany

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The

mob

ile/s

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able

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is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%


Base: n=607 Sums may not equal 100 due to rounding

hisPaniCs are the fastest- growing segMent of the us PoPulation and wield $1.3 trillion in sPending Power.**




58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%W

om

en 8

4%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

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obile

Flas

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Prod

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One

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80%

56%

76%

38%33%

27%

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31%

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qual

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80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%Fr

eebi

es

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

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obile

Flas

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Prod

uct s

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tion

One

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ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

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MEN

31%

45+

28%

The

web

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and

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edia

/sha

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qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

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50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

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les

Prod

uct s

elec

tion

One

-clic

k ch

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80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

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ess i

s sec

ure

My

frie

nds o

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ave

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edia

/sha

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is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

whiCh language do you PriMarily sPeak at hoMe?

In this bilingual population, how often is one language spoken over the other? It turns out 83% of respondents to our survey speak English at home. Millennials speak English in the home most often, at 85% for 18-to-24-year-olds. The 25-to-34-year-old crowd is the second largest segment, with 83% of all respondents in this category speaking more English at home.

are you More likely to resPond to an online ad that’s in english or in sPanish?

If advertisers want to reach Hispanic online shoppers, it seems creating ads in English is the way to go. Survey participants were even more likely to respond to an ad in English than Spanish even if they don’t speak English at home. While 83% speak mainly English at home, 90% respond more to English language ads, with Millennials being the most likely to respond at 93% for 18-to-24-year-olds and 90% for 25-to-34-year-olds. As these younger Hispanics are likely to be more acculturated than their older relatives, the tendency to both speak more English at home and respond more to ads in English makes sense.

do you have a wi-fi ConneCtion in your hoMe through a Cable or telePhone Provider?

Hispanics now log more hours online each day than non-Hispanics, according to the research cited in the introduction. At home, 92% of respondents are hooked up to Wi-Fi. This high rate of Wi-Fi adoption means advertisers have more potential to reach Hispanics before work, in the evenings and on weekends.

As Wi-Fi becomes further incorporated into the mobile landscape with the standardization of Next Generation Hotspot technology, there will be more seamless movement between networks for mobile users, something advertisers can tap into to reach more customers more often.

english sPoken at hoMe

ads in english are the tiCket

wi-fi has taken over


when Making an online PurChase, all other things being equal, whiCh of the following inCentives would Make you PurChase froM one retailer over another?

do you feel a negative sentiMent toward a retailer if they disPlay online ads to you after a reCent visit or PurChase froM their site?

Advertisers have a 50/50 shot of turning off Hispanic shoppers if they display an ad to them post-purchase or after a visit to their site. 54% do not begrudge advertisers that display these ads. The age groups most responsive to targeted ads are 25-to-34-year-olds and those 45 and over—58% of all respondents in each category answered “no” to the question. The 35-to-44-year-old group was the most likely to be turned off by ads, with 55% answering “yes.”

the PriCe is right

half don’t Mind targeted ads



If advertisers want to incentivize shoppers to make an online purchase with them instead of a competitor, they should offer price discounts. 81% of our respondents would be enticed by this offer, while free shipping came in second at 74%. More women than men chose price discounts, 84% and 77%, respectively.

Loyalty points and freebies had equal footing, enticing 35% and 34%, respectively, of all respondents, with the genders evenly represented. However, those 45 and over were most likely to choose loyalty points, which captured 42% of all participants in this group.

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

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ive

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ent

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80%

56%

76%

38%33%

27%

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31%

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28%

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ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

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s

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50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

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ent

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obile

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80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

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28%

The

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qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

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s

Soci

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Mag

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Radi

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50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%



at what shiPPing PriCe would you deCide not to CoMPlete a PurChase you intended to Make?

When it comes to shipping price, most Hispanics are willing to shell out a few bucks—but that buck stops at $6. Of our survey respondents, 37% would decide not to complete a purchase they had intended to make if shipping cost more than $6. Of this pool, 44% were in the 25-to-34 age category and 57% were male.

However, some Hispanics will drive an even harder bargain. The second most chosen answer was any price at all, with 18% of Hispanics saying they wouldn’t make a purchase unless shipping was free. This is an important lesson for retailers in how they structure shipping prices and the discounts and special offers they consider.

if you deCide not to CoMPlete your online PurChase due to higher-than- exPeCted fees, e.g., taxes or shiPPing Costs, whiCh aCtion are you Most likely to take?

Watch out, retailers: Nearly two-thirds of our respondents would abandon an online purchase at your site if you charged them more fees. Our results show that 64% would spend their money at another retailer if they encountered higher-than-expected fees during an online purchase, with the 18-to-24-year-old category, at 19%, most likely of all the age groups to stay with the same retailer. Men are more likely than women to stay with the same retailer even if fees were higher than expected, 20% and 16%, respectively.

six is the MagiC nuMber

the PriCe better be right

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

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80%

56%

76%

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80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

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50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

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Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

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80%

56%

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80%

71%

47%50%

31%

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45+

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MEN

51%

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MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

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35-4452%

13%

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50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

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ent

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80%

56%

76%

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27%

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4 3

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31%

45+

28%

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80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

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50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

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22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%



10The Power of hisPanic shoPPers online

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com

Are Hispanic consumers likely to respond to a prompt to return to a retail site if they hadn’t yet completed their purchase? Of the 54% who said “yes,” 25-to-34-year-olds, at 56%, were most likely to return to the site to finish their purchase.

The 45-and-over crowd, at 51%, was the only age group where more respondents said they wouldn’t be more likely to return to complete a purchase after a notification.

are you More likely to return to a retail site and CoMPlete a PurChase you hadn’t CoMPleted if you reCeive an online ad, eMail, text Message, or Mobile Push notifiCation letting you know that you did not CoMPlete an online PurChase that you had started?

always soMething there to reMind Me


58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

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ent

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80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

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MEN

31%

45+

28%

The

web

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s sec

ure

My

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The

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ular

The

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ity

The

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ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%






do you sPend More tiMe shoPPing online via your laPtoP/Personal CoMPuter or your sMartPhone/tablet?

Despite their growing technology use, Hispanic consumers who answered our survey are still heavyPCuserswhentheyshoponline.72%spend more time shopping on their laptop or personal computer over a smartphone or tablet. Those45andoveraretheheaviestPCuserswhen shopping, at 78%. Females are slightly morelikelytousePCsthanmales,at73%and70%, respectively. 16% use their smartphone predominantlyand12%usetheirPCsandmobiledevices equally.

PCs outweigh Mobile

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

desPite being inCreasingly ConneCted to Mobile deviCes, Most hisPaniCs still use their Personal CoMPuters to shoP online.




when shoPPing froM your Mobile deviCe, are you More likely to be using a retailer’s aPP or their website?

Indicative of the tendency to use personal computers over mobile devices, the majority of our respondents use a retailer’s website over an app for mobile shopping. 58% of our participants use a website to shop; this is the most common choice amongst all the age groups. A slightly higher percentage of women than men shop on websites, 61% and 55%, respectively.

what should online retailers do to Make you More likely to CoMPlete PurChases?

If a price discount isn’t possible, free shipping is the clear way advertisers can get Hispanic shoppers to complete an online purchase on their site. 76% chose this option; alternative payment came in a far second at 56%. A good mobile experience was the least enticing offer, attracting just 27% of respondents; of the age groups, this choice was most popular with 18-to-24-year-olds at 31% and those 45 and over at 28%.

The genders mostly agreed on the top two answers, but the gap widened for other choices. For instance, men were far more likely than women to choose the second least popular option, one-click checkout, with 31% of all male respondents choosing this as one of their options compared with 23% of all female respondents.

in the line of site

signed, sealed, delivered…for free?

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%



helPing shoPPers feel seCure

what influenCes you to CoMPlete an online PurChase and hit the “PurChase” or “subMit PayMent” button?

Hispanic consumers clearly care about security when shopping online. 71% of our respondents said a protected website and payment process was the key to compelling themtoclick“Purchase.”

The second- and third-place choices, “My friends or family have used this site with good results” and, “The company or website is well-known or popular” got almost equal results, with 47% and 50% of respondents, respectively, choosing these options. However, men were more likely than women to care about recommendations from family and friends, with 51% of all male respondents choosing this option compared with 42% of women.

Interestingly, older shoppers were more likely to care about the social sharing experience, the least chosen option at 13%. 18% of all age 45-and-over participants chose this answer, the most of any of the age groups.

a seCure website and PayMent ProCess Matters More than PoPularity with friends and faMily or a well-known brand.

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%



14The Power of hisPanic shoPPers onlineadroitdigital.com 14the Power of hisPaniC shoPPers onlineadroitdigital.com


14

shoPPing online in general in the last three Months, froM whiCh tyPes of retailers have you Made a PurChase?

General retailers are capturing the bulk of Hispanic online shopping purchases, with 83% of those who answered our survey having shopped at one in the last three months. Deal sites, the second most chosen option at 32%, are most popular with the 35-to-44-year-old crowd, with 41% of all respondents in this age group selecting this answer. The category our respondents were least likely to have made a purchase from, hotels, was also most popular with this age group, capturing 30% of 35-to-44-year-olds.

hisPaniCs Most CoMMonly shoP at online general retailers.

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%



15The Power of hisPanic shoPPers onlineadroitdigital.com

fashionably on tiMe to the online shoPPing Party

in what Content Categories are you Most likely to resPond to online ads that drive you towards an online PurChase?

Fashion rules for the Hispanic respondents to our survey. 49% are most likely to click on ads that take them to a fashion or beauty retailer’s site to make a purchase. 56% of all female respondents chose this category compared with 42% of men, and this answer was slightly more chosen amongst 35-to-44-year-olds, who made up 52% of respondents.

The second and third most popular answers were lifestyle at 42% and health and fitness at 34%. News was the bottom answer, and men were more likely to visit these sites than women, 15% to 11%, respectively. The news category was most popular with 25-to-34-year-olds, with 17% of all respondents in this age category selecting this option.



58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

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rienc

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ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%



16The Power of hisPanic shoPPers onlineadroitdigital.com

vying for shoPPer attention

whiCh advertising MediuMs are Most likely to influenCe your PurChase deCision?

Good news for advertisers: Hispanic shoppers are equally as likely to respond to a number of ad mediums. In our survey, TV and online display tied as the best mediums through which to influence shoppers, both bringing in 43% of the vote; social media was close behind at 42%. TV was the most popular with all age groups except for 18-to-24-year-olds, who were more likely to choose online display or social, with each selection grabbing43% of this age category.

Males selected the bottom answer, billboards, more than females, at 22% and 15%, respectively.


advertisers should sPend their dollars on online disPlay ads to grab the attention of hisPaniC shoPPers.

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

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k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

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nds o

r fam

ily h

ave

used

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ular

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ile/s

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igh

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ity

The

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al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%




17The Power of hisPanic shoPPers onlineadroitdigital.com 17the Power of hisPaniC shoPPers onlineadroitdigital.com

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

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offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

411% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

no need for bilingual websites

does a website having an oPtion to view in sPanish Make you More likely to PurChase?

Keeping in line with the amount of Hispanics now both speaking English at home and being open to ads that are in English, 59% of our respondents are not more likely to respond to a retailer website that has a Spanish option. More men than women were likely to make a purchase off a site with a Spanish language option, with 43% of total male respondents and 38% of all female respondents answering “yes” to the question. Of the age groups, 25-to-34-year-olds were more likely to purchase off a site with a Spanish option, with 46% of all respondents in this category answering “yes.”

hisPaniCs resPond More to advertising that’s in english.





ConClusion

Hispanics are digital power users, staying consistently connected as they work, play and shop and becoming increasingly mobile. Yet, they are still predominantly shopping via their laptops and respond most to TV advertising and online display ads. They have demonstrated openness to targeted advertising, but will quickly abandon a brand that charges over a certain amount for shipping, doesn’t offer a secure payment process or fails to incentivize shoppers to choose them over another retailer.

With these juxtaposing behaviors, the Hispanic shopper segment will keep all but the sharpest of retailers on their toes.

As their numbers and buying power grow, Hispanics are a crucial population for advertisers to attract. And this will take a delicate mix of the right type of advertising, sent at the right time via the right channels. However, the onus for advertisers should be on keeping the Hispanic shopper long-term. A strategic, cross-channel plan that targets the highly acculturated of this segment will be the ticket for advertisers trying to reach and retain Hispanic shoppers.

For advertisers to be successful, they will need to tap into the ability to use shared, first-party commerce data to unearth key insights about Hispanic shopper preferences of current in-market consumers from like-minded brands. This will enable advertisers to find new shoppers beyond their assumed targeting parameters instead of simply remarketing to their current customer base. Brands can use these shared data sets to learn which consumers are browsing, carting and purchasing now and then reach Hispanic shoppers in the early, middle andfinalstagesofthebuyingcycle.Plus,advertiserscanretargetshopperswhohaveabandoned their carts—a tactic a majority of our respondents indicated would bring them back to complete their purchase—because they know what Hispanics are shopping for at this instant and not two months ago.

The time is now for advertisers to plot their strategy for reaching more Hispanic shoppers. The right data and media mix will prove to be the most important tools in the advertising arsenal.


adroitdigital.com

who we are

Adroit Digital unlocks the power of shared data to transform digital advertising programs. Using their collective, commerce-centric data set, powerful analytics and media-buying savvy, Adroit works with modern marketers to curate and execute highly targeted campaigns that enhance brand engagement, attract new customers and deepen loyalty.

ContaCt us

For sales inquiries please contact:[email protected](855) 6-adroit

19

58%45+ 58%35 - 44

25-34

58%45+

55%35 - 44 55%35-44

45+

90%

English

Spanish

17% 83%

Laptop computer

Same

Smartphone/tablet

72%

12%

16%

Yes

No

8% 92%

English

Spanish

10% 90%

Free

bies

Pric

e di

scou

nt

Pers

onal

ized

mes

sage

Free

ship

ping

34%

17%

81%

74%

Loya

lty p

oint

s

35%

Wo

men

84%

45+

42%

Men

77%

18-24 85%18-24 93%

25-34 83%25-34 90%

Yes

No

46% 54%54% 46%

3

6

9

More than $12

Not free

$3

$6

$9

More than $12

Not free

14%

14%

17%

37%

18%

25-34 44%MEN 57%

64%

18%

18%


Shop in-store


Women 73%Men 70%

45+ 78%

18-24 19%MEN 20%

WOMEN 16%

Yes

No

46% 54%

56%25-34

51%45+

App


Website

15%

26%

16%

58%

61%WOMEN

55%MEN

Alte

rnat

ive

paym

ent

Free

ship

ping

Loya

lty p

oint

sM

obile

Flas

h sa

les

Prod

uct s

elec

tion

One

-clic

k ch

ecko

ut

80%

56%

76%

38%33%

27%

49%

28%18-2

4 3

1%

MEN

31%

45+

28%

The

web

site

and

pay

men

t

proc

ess i

s sec

ure

My

frie

nds o

r fam

ily h

ave

used

the

site

with

goo

d re

sults

The

com

pany

or w

ebsi

te

is w

ell-k

now

n or

pop

ular

The

mob

ile/s

mar

tpho

ne/t

able

t

expe

rienc

e or

offe

ring

is h

igh

qual

ity

The

soci

al m

edia

/sha

ring

expe

rienc

e or

offe

ring

is h

igh

qual

ity

80%

71%

47%50%

31%

13%

45+

18%

MEN

51%

WO

MEN

42%

90%Airline

Hotel

Flashsale

Generalretailer

25%

18%

83%

35-44 41%

35-44 30%

60%Fashion

Health and fitness

Sports and outdoors

Automotive

Food and wine

Lifestyle


None 18%

42%

30%

18%

31%

34%

25-34 17%MEN 15%

MEN 42% 49% WOMEN 56%

35-4452%

13%

Billb

oard

s

Soci

al TVM

obile

Mag

azin

es

Radi

oO

nlin

e di

spla

yO

nlin

e vi

deo

50%

42%

32%

43%

38%

21%

43%

37%

18-2

4 4

3%

MEN

22%

Yes

No

59% 41%

43%

38%

MEN

WOMEN

46%25-34

19%

48% 52%

Male

Female

WO

MEN

23%

32%

WO

MEN

15%

50%

35-4

4

45+

18-2

4

11% 11%

36%

25-3

4

42%

WOMEN11%

18-2

4 4

3%

Sources:* IRI, Winning with the Hispanic Consumer Today, July 2014

http://http://www.iriworldwide.com/Portals/0/media/Winning%20with%20the%20Hispanic%20

Consumer%20Today14FINAL.pdf

** AHAA and Nielsen, Upscale Latinos 2.0, April 2014

http:// http://www.ahaa.org/downloads/Upscale_2%200%20short%20for%20Conference%204-30%

20Final%201030a.pdf

† Alcance Media Group, US Hispanic Trends and Behaviors, 2013

http://www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf

††Sass,Erik,MediaPost,HispanicsShopOnlineMoreThanGeneralPopulation,December3,2013,

http://www.mediapost.com/publications/article/214733/hispanics-shop-online-more-than-general

-population.html

^D’Andrea,PhD,Tony,SanJoseConsulting,OnlineShoppingTrendsamongLatinos,February13,2012

http://blog.thesanjosegroup.com/online-shopping-trends-among-latinos/

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mailto: [email protected]

www.facebook.com/AdroitDigital

www.twitter.com/Adroit_Digital

www.linkedin.com/company/adroit-digital

http://blog.thesanjosegroup.com/online-shopping-trends-among-latinos/

http://www.mediapost.com/publications/article/214733/hispanics-shop-online-more-than-general-population.html

http://www.alcancemg.com/download/media-kits/hispanic-101-eng.pdf

http://www.iriworldwide.com/Portals/0/media/Winning%20with%20the%20Hispanic%20Consumer%20Today14FINAL.pdf

http://www.ahaa.org/downloads/Upscale_2%200%20short%20for%20Conference%204-30%20Final%201030a.pdf

Documents

Power-of-Hispanic-Shoppers-Online_FINAL