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BizReport : Ecommerce : August 22, 2016

Study: Online important for Hispanic shoppers

Hispanic shoppers are gung-ho for online shopping - even for groceries. That's one of the takeaways from IRI's new Hispanic Shopper Study; researchers dove deep into Hispanic shopping trends and found that this demographic is picking up online grocery shopping more rapidly than other demographics.

by Kristina Knight

At Amazon, for example, IRI's research suggests the increase in online grocery shopping by Hispanics could increase by 40%; bi-lingual Hispanic shoppers are more likely than those who are Spanish speakers to comparison grocery shop online.

IRI's report shows that nearly 60% of Hispanic shoppers are Millennials or younger, and that their spending power stands at $1.5 trillion. Hispanic shoppers currently account for about 80% of online shoppers.

"Every year, we do an in-depth study on Hispanics' shopping behaviors, and our most recent research takes a closer look at their shopper journey, including specific insights about the channels they shop, specific products they purchase as well as their adoption of e-commerce as a convenient and affordable means to do their shopping," said Larry Levin, executive vice president of Consumer and Shopper Marketing for IRI. "Hispanic millennials in particular are a very large consumer segment and are very digitally savvy, so our research will help CPGs customize their marketing efforts to achieve optimal results among this core growth target."

Other interesting takeaways from the report include:

• 38% look online for deals and coupons before making a shopping trip
• 33% look to blogs or social media for beauty products
• 21% are influenced to make purchases by TV ads

Researchers also found that Hispanic shoppers are more likely to go shopping without a list. However, this demographic is also making fewer shopping trips, and when they do shop, they are looking for bi-lingual signage or translations on packaging.

Tags: ecommerce, ecommerce trends, hispanic demographic trends, IRI

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