US Hispanic Consumers and Online Shopping Trend May 2014

Hispanics shop online on sites that they trust, so the challenge to online retailers is to build that trust by offering honest product descriptions, a straightforward shipping process, and a fair and competitive price. As long as online retailers can deliver what they promise on their sites and there aren’t any unexpected surprises along the way, Hispanics may incorporate these online retailers into their comfort zone. Online retailers in this situation will have a sort of ‘home advantage’ when other competitors begin to target Hispanics.

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Table of Content

Scope and Themes

What you need to know

Data sources

Expenditure data

Consumer survey data

Executive Summary

As acculturation increases, so does Hispanics’ likelihood to shop online

Figure 1: Past three month incidence of shopping online, by Hispanic origin and languages spoken in home, April 2013-December 2013

Personal computers…sure, but smartphones and tablets, too

Figure 2: Devices used to access the internet by Hispanics – Past three months, February 2014

English is preferred to go online

Figure 3: Hispanics’ preferred language online, November 2012-December 2013

Hispanics are shopping online more than a year ago

Figure 4: Hispanics’ online shopping behavior change, by household income, February 2014

Apparel, toys, games, household electronics, and footwear are appealing

Figure 5: Hispanics’ online purchases and consideration, February 2014

Spanish-dominant Hispanics still tremble using payment cards online

Figure 6: Hispanics’ attitudes toward online shopping – Payment Methods, by language spoken in home, February 2014

Lack of trust is a barrier to online shopping

Figure 7: Barriers for Hispanics to online shopping, February 2014

Price comparisons are on the rise

Figure 8: Hispanics’ attitudes toward online shopping – Price comparison, by household income, February 2014

Get in the zone – the comfort zone

Figure 9: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by language spoken at home, February 2014

Convenience and price are key drivers to online shopping

Figure 10: Attitudes toward online shopping, February 2014

What we think

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