By now it’s well known that Hispanic consumers overindex for most digital behaviors. An August 2012 study from Acosta Sales & Marketing found that Hispanic consumers were more likely than the average shopper to use a smartphone (51% vs. 41% for non-Hispanics) as well as text, stream music and video, and use mobile apps. But what truly sets Hispanics apart, studies suggest, is their mobile internet shopping behavior.
When researchers studied mobile shopping behaviors, a sharp divide emerged between Hispanics and non-Hispanics. A May study from Leo Burnett and Lapiz found Hispanic consumers were approximately 70% more likely than non-Hispanic consumers to shop by mobile phone (56% of Hispanics vs. 33% of non-Hispanics) and by tablet (43% vs. 25%). In other words, not only are Hispanics more likely than non-Hispanics to use a smartphone, but they’re a lot more likely to shop with it.
The takeaway: It’s not just a higher rate of digital adoption that separates Hispanic from non-Hispanic consumers, it’s how that technology is put to use.