Bilingual Hispanics spend 20 percent of their dollars online, a higher percentage than that of all Americans (17 percent) and all non-Hispanics (16 percent), according to The NPD Group, a global information company.
That was one of the findings revealed by The Hispanic Shopping Activity Service, the product of an alliance between The NPD Group and Univision Communications, a media company serving Hispanic America.
Other key findings include that the amount of money spent per online buying visit by bilingual Hispanics is $72, compared with the total market average of $68. Shoppers who are Spanish-language dominant (Spanish is the primary language they use at home) spend more money per buying visit ($61) than non-Hispanics ($53). When they make a purchase, Hispanics are more than twice as likely as non-Hispanics to buy footwear, accessories, video games, sporting goods, music and software.
The data also showed that Hispanics are particularly important to jewelry, off-price and footwear specialty stores, accounting for 25 percent or more of all buying visits in those channels. Spanish-language dominant Hispanics spend $8 more per buying visit than non-Hispanics.
“When bilingual and Spanish-language dominant consumers buy, they really buy,” said Marshal Cohen, chief industry analyst of The NPD Group. “Their shopping behaviors don’t conform to the patterns of other Americans. And it’s important for retailers and marketers to understand the differences.”
Robert Ruiz, executive vice president of Strategy & Insights at Univision Communications Inc., added, “We know that Hispanics tend to have larger households and that shopping is a family affair, and we know this has significant impact on what they buy, how they buy, and where they buy. We also know that the U.S. Hispanic population is growing rapidly, which makes understanding this consumer crucial to the long-term growth strategy for any retailer.”
Hispanics spend about $170 billion a year in general merchandise, grocery and drug store channels, and represent 14 percent of all buying visits. Hispanics accounted for more than half of U.S. population growth between 2010 and 2013.
The NPD Group conducts a daily online consumer survey focusing on the engaged shopper and shopping behavior in the last seven days. Approximately 15,000 to 20,000 completed surveys are received per week. The survey sample is representative of the U.S. population (age 16-plus), inclusive of non-Hispanics, Spanish-dominant Hispanics, bilingual Hispanics and English-dominant Hispanics. The data for Spanish-dominant Hispanics are collected through a Spanish-language survey that is fielded to panelists who have reported speaking Spanish only or mostly at home.