• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Hispanic holiday shopping report 2013
 

Hispanic holiday shopping report 2013

on

  • 435 views

 

Statistics

Views

Total Views
435
Views on SlideShare
435
Embed Views
0

Actions

Likes
0
Downloads
5
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Hispanic holiday shopping report 2013 Hispanic holiday shopping report 2013 Presentation Transcript

    • Hispanic Holiday Shopping Behaviors 2013 Holiday Season
    • Omnibus Research Methodology Method: ThinkNow Research Hispanic Omnibus Online Survey Sample profile: 100% Hispanics 18-64 + Non-Hispanic 18-64 Augment Sample size: Hispanic Sample: 500 / Non-Hispanic Sample: 300 Geography: Nationwide Fieldwork dates: 09/30/13 - 10/11/13 Weighting specs: Each of the survey samples are weighted to match U.S. Census Bureau data for adults aged 18-64 with respect to gender, age bracket and region. At the 95% confidence interval: Survey margin of error: Total Hispanic sample (n=500) +/- 4.5% Non-Hispanic augment (n=300) +/- 5.8% 2
    • Survey Results: Shopping Behaviors 1 3
    • Holiday Shopping Trips Inclined to make more trips: Spanish Dominant/Bilingual, With Kids, HHI>40K 6% 20% 3%  5% 5% 10%  16% 17% 9% 14% 29% 63%  64% I don’t make any holiday shopping trips All Hispanics Spanish dominant Bilingual 22% 68% 81% 80% 78%  English dominant All at once Any kids 3%  19% 26% 73% 10% 78% Several trips No kids HHI <$40k Q: Now we would like to ask you about holiday shopping. Do you usually make several holiday shopping trips or try to do it all at once? Base: All respondents (n=500 Hispanics).  indicates significant differences (95% confidence). HHI $40k+
    • Holiday Shopping Behaviors: Social Media Hispanics are significantly more likely than Non-Hispanics to text friends about good deals they find Younger Hispanics and Spanish Dominant Hispanics are significantly more likely to both text friends about good deals they find and to share good deals they find on social media sites. Age 18-34 Age 35+ 70%  63%  59%  51%  Text your friends about good deals you find. Hispanics / Non-Hispanics Top Two Box Share good deals on social media sites very likely/somewhat likely Spanish dominant 64%  54% 57% 58% 74%  Bilingual English dominant 69% 66%  53%  62% 41%  Hispanics NonHispanics Text your friends about good deals you find. H NH Share good deals on social media sites Text your friends about good deals you find. Share good deals on social media sites Hispanics Top Two Box very likely/somewhat likely Q: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).
    • Survey Results: Holiday Travel 2 6
    • Holiday Travel A solid majority of Hispanic holiday shoppers anticipate traveling by car more than two hours from home during the holidays this year, compared to just 41% of non-Hispanics. Yes 53%  Hispanics  No 47% Yes 41% No 59% Non-Hispanics Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).
    • Holiday Travel The likelihood of traveling more than two hours from home during the holidays is significantly higher among men, younger Hispanics and those who primarily or exclusively speak Spanish at home. . Percent of Hispanic Holiday Shoppers 70% 67% 61% 61%     54% 53%  48% 45%   44% 38%   All Hispanics Men Women Age 18-34 Age 35+ Spanish Bilingual English dominant dominant Moms Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence). Dads
    • Survey Results: Online Shopping Intent 3 9
    • Online Shopping Intent Hispanic consumers are only slightly less likely than non-Hispanics to have plans to do some of their holiday shopping online this season. 84% No 18% 80% 76% Yes 82% Hispanics low medium high Acculturation Level Q: Will you do at least some of your Christmas shopping online this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
    • Online Shopping Intent Plans to shop online for holiday gifts peak among men, bilingual Hispanics and parents. Nearly all Hispanic fathers surveyed (95%) plan to do at least some of their holiday shopping online this year. Percent of Hispanic Holiday Shoppers 95%  Women  Men  78%  76% 80% Spanish Bilingual English Any kids dominant dominant 76% 79%  All Hispanics 86%    82%  89% 88% No kids Q: Will you do at least some of your Christmas shopping online this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence). Moms Dads
    • Online Shopping Intent On average, Hispanics are on par with their non-Hispanic counterpart about their plans for holiday online shopping. Percent of Holiday Shopping Plan to Do Online Average Share Hispanics: 41% Non-Hispanics: 42% Hispanics Non-Hispanics 23% 49% 46% 25%  21% 18%  9% Less than 25% 25% to less than 50% 50% to less than 75% 8% 75% or more Q: What percentage of your total holiday shopping do you plan to do online? Base: Plan to do some shopping online (n=383 Hispanics and n=249 non-Hispanics).  indicates statistically significant differences (95% confidence).
    • Sample Profile appendix 13
    • Copy Test Sample Profile Metric Male* Female* Hispanics n=500 NonHispanics n=300 50% 50% 50% 50% Metric Born in the U.S. Moved here Average years living in U.S. Hispanics n=500 NonHispanics n=300 64% 36% 91% 9% 28 39 9% 10% 13% 11% 8% 12% 6% 7% 6% 11% 7% $59 $45 7% 12% 13% 13% 11% 11% 6% 6% 7% 9% 5% $57 $43 Age* 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Mean age Median age 20% 27% 24% 18% 12% 37 35 15% 21% 20% 23% 22% 41 41 Census Region* Northeast Midwest South West 15% 9% 36% 40% 19% 24% 37% 20% Household Income: Less than $10,000 $10,000 to less than $20,000 $20,000 to less than $30,000 $30,000 to less than $40,000 $40,000 to less than $50,000 $50,000 to less than $60,000 $60,000 to less than $70,000 $70,000 to less than $80,000 $80,000 to less than $100,000 $100,000 or more Prefer not to state Average income ($000) Median income ($000) * Weighted to 50:50 gender ratio and U.S. Census benchmarks for Hispanic and non-Hispanic adults age 18-64. 14
    • Copy Test Sample Profile Hispanics n=500 Metric NonHispanics n=300 Marital Status: None Grade school Some high school High school graduate Some College, but no degree Trade or technical school Graduated 2-year College Graduated 4-5 year College Post Graduate Degree 1% 6% 22% 24% 7% 10% 25% 5% <1% 5% 28% 26% 6% 9% 20% 6% Employment Status: Employed (net) Work full-time Work part-time Self-employed/bus. owner Full-time Homemaker Retired Student, not employed Currently unemployed Unable to work/Disabled 63% 44% 12% 7% 10% 3% 6% 13% 5% 60% 36% 15% 9% 12% 6% 5% 11% 6% Metric Educational Attainment: Married Single Separated/divorced Living with partner Widowed Prefer not to answer 52% 28% 9% 8% 2% 1% 50% 29% 9% 10% 2% <1% Average household size 3.3 3.0 No children <18 present Any children <18 present 44% 56% 56% 44% Ages of children:^ Children under 6 Children 6-12 Children 13-17 Hispanics n=500 NonHispanics n=300 51% 49% 38% 47% 45% 42% ^ Among those with any children present 15
    • Copy Test Sample Profile Metric Hispanics n=500 Cultural Identification: Much closer to Hispanic/Latino Somewhat closer to Hispanic/Latino Equally close to both cultures Somewhat closer to U.S. Culture Much closer to U.S. Culture Metric Hispanics n=500 Language Spoken at Home: 28% 12% 37% 10% 12% Spanish only Spanish mostly Spanish and English equally English mostly English only 11% 25% 25% 19% 21% Survey completed in Spanish: 24% Hispanic Origin: Mexican Mexican American Puerto Rican South American 30% 28% 19% 11% Cuban 10% Central American 6% Dominican 4% Overall Media Language Preference: Spanish only Spanish mostly Spanish and English equally English mostly English only 8% 11% 35% 23% 24% Acculturation: Low Acculturation Medium Acculturation High Acculturation 18% 55% 27% 16
    • CONTACT INFO: 2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 Main Phone: 877-200-2710 Mario X. Carrasco, M.A. 818-843-0220 x101 mario@thinknowresearch.com Roy Eduardo Kokoyachuk, MBA 818-843-0220 x102 roy@thinknowresearch.com