Hispanics today are maintaining strong cultural habits. While many use mobile applications to make the best decision when purchasing products, it is no surprise that they will still combine both in-store price comparisons with their mobile apps while including a friend and/or family member or two in the decision-making.

 Don’t miss a thing. Get breaking Santa Clarita news alerts delivered right to your inbox.

This particular demographic is motivated through a different set of values and attitude. As a result, they are far less likely to search for product reviews or recommendations. 

Seventy-five percent of Hispanic mobile shoppers bring along company to help them with advice on a particularly expensive item, according to research conducted by BIGinsight of 15,000 U.S. consumers in May and June 2012. 

The next method used by Hispanics is largely digital, through reading product reviews, e-mail, and text messaging. While Hispanics prefer face-to-face interactions for purchasing products, this in no way means that they are averse to digital shopping.

Hispanics over-index non-Hispanics in a variety of social-networking sites and blogs, allowing a 25% more likelihood of following a brand online than the average U.S. online adult. They readily use applications such as Google Shopper and Barcode Scanner in order to get the most accurate price comparisons.   

Do you have a news tip? Call us at (661) 298-1220, Or drop us a line at community@hometownstation.com

Culturally relevant advertising to Hispanics has never been more crucial as it is now.  The $1.3 trillion dollar buying power of this particular group says a lot about the potential that businesses have in reaching millions of Hispanics through the right message (and price).  

Gone are the days of a “total market” strategy that encompassed all demographics.  The time is now to focus on a near future where Hispanics will be the majority group in the United States.