62% de los hispanos que comprará online lo hará a través de smartphones
According to the ThinkNow Retail Report 2017, conducted by ThinkNow Research and the multicultural market research firm Jelena Group, 33% of Hispanics in the US will spend more during the 2017 holidays, and only 46% of their purchases are planned to be made in physical stores. “Hispanic consumers are shopping more this holiday season despite speculation of a depressed Hispanic shopping trend,” says Mario X. Carrasco, co-founder, and Principal of ThinkNow Research. “While brick-and-mortar retailers, such as Target, may be seeing a decline in Hispanic consumers anecdotally, our research across 20 retailers shows more Hispanic consumers shopping at Amazon and Walmart.” According to the report, most of these purchases will be through e-commerce. 62% of Hispanics who buy online will use their smartphones to place orders. The study reveals that this is significantly higher than the 50% total market average, and 46% of non-Hispanic, white online shoppers who will use this device.Amazon is the top online shopping destination for 55% of all multicultural groups, except African-Americans who will prefer to buy at Walmart (62%).One of the reasons for this increase is that Hispanic consumers have become more shopper-savvy regarding online purchases across generations. “Retailers need to recognize that Hispanics are shopping, and connecting with them is more important than ever,” said Jennifer Elena, founder of Jelena Group. She added that it is necessary to think mobile first when it refers to Hispanics.
