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BizReport : Advertising archives : December 17, 2014

Study: Power of Hispanic shoppers growing

New data out from Adroit Digital underlines not only the importance of the spending power of Hispanic consumers, but of advertising in engaging these shoppers. Researchers recently polled the demographic and found more than half respond to remarketed advertisements and are 'receptive to' online ads after purchasing from a retailer.

by Kristina Knight

"The Hispanic population in America has grown by nearly two-thirds since 2000, and Hispanic shoppers currently command $1.3 trillion in spending power, making them a valuable audience for retailers to attract and retain," said Jacob Ross, President of Adroit Digital. "However, there are some anomalies retailers need to keep top of mind when targeting this audience. While Hispanics may be heavy users of mobile, when it comes to online shopping, our research shows the majority, 72%, still prefer their PCs as opposed to a mobile device. Also, as Hispanics increasingly become acculturated, the ability of digital marketers to properly identify and target the Hispanic shopper beyond off-the-shelf, third-party data segments will be crucial."

There are some interesting factors that set Hispanic shoppers apart from other demographics. First, most 72% say they prefer shopping online via PC rather than mobile device. The study also found most (64%) Hispanic shoppers will abandon carts because of shipping costs or fees associated with an online purchase.

The study also found:

• 43% report they are 'most influenced' by display or TV ads
• 74% say free shipping is an incentive to shop
• 71% say website security influences them to purchase online
• 54% say they're 'more likely to return' to a store if they are served an ad

The full report can be downloaded here.

Image via Shutterstock

Tags: Adroit Digital, advertising, ecommerce, Hispanic demographic, Hispanic shoppers

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