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Thinknow research-back-to-school-2013

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  • 1. National Hispanic Omnibus Survey Back-to-School Shopping Study 2013 ThinkNow Research Phone: 877-200-2710 info@thinknowresearch.com www.thinknowresearch.com 1
  • 2. ThinkNow Research National Hispanic Quant Survey  U.S. Hispanic Nationally Representative Sample  Base Size n=502  Age: 18+  Gender: Male/Female 49%/51%  Language:  Spanish Dominant: n= 204  Bilingual: n= 125  English Dominant: n= 173  Survey field time 11 days (8/7/2013 – 8/17/2013)  Respondents were allowed to take the survey in either English or Spanish 2
  • 3. Respondents’ Age, Gender & Language Use  The Omnibus Sample consists of a representative sample of U.S. Hispanic Men and Women.  Two-thirds of respondents belong to 18-34 age group, while less than one-third mostly speak Spanish. AGE & GENDER LANGUAGE NORMALLY SPOKEN Spanish only 18-34 67% Male 49% Spanish mostly Spanish and English equally Female 51% 35+ 33% English mostly English only (N=502) Base: All Respondents S2. What is your gender? S4. What is your age? S6. What language do you normally speak at home? 11% 30% 25% 19% 15% (N=502) 3
  • 4. Respondents’ State of Residence  Omnibus quotas are set for the four main and nine U.S. Census sub-regions in order to ensure an accurate distribution of completes within each region.  Survey respondents mirror the geographic distribution of the U.S. Hispanic population. Responses Drawn From the following US Census Regions U.S. STATE LIVE IN California Texas Florida New York Illinois Arizona New Jersey Connecticut North Carolina Georgia Pennsylvania Colorado Washington Base: All Respondents S5. What US State do you live in? NOTE : Less than 2% is not displayed 28% 16% 10% 9% 4% 3% 2% 2% 2% 2% 2% 2% 2% MIDWEST = 9% NORTHEAST = 15% WEST = 38% SOUTH = 38% (N=502) 4
  • 5. Findings 5
  • 6. CONCLUSIONS  59% of all Hispanics are likely to do back-to-school shopping. Of these, 95% will patronize a Mass Merchant/Supercenter type store for at least part of their shopping.  The primary draw at Mass Merchant/Supercenters for all Hispanics irrespective of language are school supplies, followed distantly by clothing.  92% of Hispanics who will shop at a Mass Merchant/Supercenter for school supplies also plan on buying clothing as part of their seasonal shopping, and 63% of these will look to Apparel Stores for at least some of the clothing they’re shopping for.  School supplies are far and away the most sought-for Back-to-School shopping category among Hispanics who will be shopping at a Club Store. 6
  • 7. Back-to-School Shopping Budgets: Planned Spending A plurality of Hispanic Back-to-School Shoppers have a budget of $100-$300 Anticipated B2S Budget 50% 45% 40% 35% % of shoppers at stated budget level 30% 25% 45% 20% 15% 28% 10% 5% 15% 12% 0% less than $100 Avg. # Kids shopped for 1.26 $100-$300 1.59 Base: All Respondents QBS4. How many children that have not yet graduated high school will you be shopping for? N=294 $300-$500 $500+ 1.61 2.16 7  indicates statistically significant differences (95% c.i.)
  • 8. Mass Merchants/Supercenters dominate the Back-toSchool shopping landscape among Hispanics A mere 5% of Hispanic Back-to-School shoppers won’t do at least some portion of their shopping at a Mass Merchant/Supercenter. % of all B2S Shoppers That Intend To Shop at Each Type of Store 95 77 73 73 70 68 68 68 64 56 Mass Merchant / Supercenter Apparel Store Office Supply Online Store Site/Store Dollar Store Electronics Department Store Store Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items. Sporting Goods Store Club Store Drug Store 8  indicates statistically significant differences (95% c.i.)
  • 9. English-dominant Hispanics are far more likely than Spanishdominant Hispanics to do Back-to-School shopping at Mass Merchants/Supercenters English-Dominant Hispanics are 39% more likely than Spanish-Dominant Hispanics to shop at a mass merchant/supercenter for school supplies, 50% more likely to shop for clothes, and 68% more likely to shop for athletic equipment. % of all B2S Shoppers That Intend To Purchase Category at a Mass Merchant/Supercenter Spanish-Dominant 75 Bilingual English-Dominant 69   60 54 52   40 40 43 44  42 40 41 39 39 37   28 28 22  School supplies Clothes Shoes Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items. Books Electronics Athletic equipment/sporting goods 9  indicates statistically significant differences (95% c.i.)
  • 10. Mass Merchants/Supercenters attract Hispanics shopping for school supplies – but what else are these shoppers looking for? What other categories will Hispanics who will shop at Mass Merchants/Supercenters for school supplies be shopping for this year? Clothes 92 Shoes 85 Books 47 Electronics Athletic equipment/sporting goods % of Mass Merchant/Supercenter school supply shoppers in market for other categories 41 37 Base: All Respondents indicating intent to shop for school supplies at a Mass Merchant/Supercenter / N=187 QBS2. For your back-to-school shopping, what type of items will you be shopping for? 10
  • 11. Hispanics drawn to mass merchants for school supplies will shop elsewhere as well – both for school supplies as well as for the other items on their lists Mass Merchant/Supercenter Opportunity: 63% of Hispanics shopping for school supplies at a mass merchant/supercenter will visit apparel stores for clothes shopping. mass merchant school supply shoppers: % shopping at specialty retail for selected categories Mass Merchant School Supply Shoppers Apparel Stores (e.g. Old Navy, TJ Maxx, Marshall's) Total 63 % that will shop for clothes at an apparel store 57 % of all B2S shoppers that will shop for clothes at an apparel store Office Suppliers (e.g. Office Depot, Staples) Electronics Stores (e.g. Best Buy, Radio Shack) 52 % that will shop for school supplies at an office supply store 44 50 % that will shop for electronics at an electronics store 50 % that will shop for sporting goods at a sporting goods store Sporting Goods Stores (Sports Authority, Big 5, Dick's) Base: All Respondents QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items. 43 40 11  indicates statistically significant differences (95% c.i.)
  • 12. Club Stores will draw Hispanics looking primarily for school supplies The data support an inference that Hispanics look to Club Stores primarily for bulk items - in this case, school supplies. % of all Back-to-School Shoppers That Intend To Purchase Category at a Club Store Spanish-Dominant 46 Bilingual English-Dominant 44 33 22 19 20 20 17 17 17 16  16 16 16  15 16 15 Athletic equipment/sporting goods Shoes  3 School supplies Clothes Electronics Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items. Books 12  indicates statistically significant differences (95% c.i.)
  • 13. Online Stores are more likely to draw Spanish-dominant and Bilingual Hispanics than English-dominant Hispanics for their Backto-School shopping plans Bilingual Hispanics are 71% more likely than English-dominant Hispanics to shop for electronics online as part of their Back-to-School shopping. % of all Back-to-School Shoppers That Intend To Purchase Category at an Online Site/Store Spanish-Dominant Bilingual English-Dominant 45 36 34  33 28 25 24 24 21  24 20 21 20 20 19 20 13 13 Books Electronics Clothes Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items. Shoes Athletic equipment/sporting goods School supplies 13  indicates statistically significant differences (95% c.i.)
  • 14. Over half of Hispanics who plan to do some B2S shopping online say they’re planning on spending more this year than last – though there’s also a segment that may be looking to the net to save money and spend less. Only 20% of online shoppers intend to spend less this year than last. % B2S Online Shoppers: Total Spending Plans against Last Year Total Online B2S Shoppers 53 47 30 23 Will spend MORE 27 20 Will spend LESS Will spend about the same Base: All Respondents doing back-to-school shopping / N=295 QBS6. Overall, do you think you will spend more or less on back-to-school shopping compared to what you spent last year?. 14
  • 15. Demographics 15
  • 16. EDUCATION MARITAL STATUS 41% Married Grade school Some high school 40% Single Living with partner Separated/divorced 10% Trade or technical school Graduated from 2-year College 7% 0% 40% 20% Work part-time Self-employed/business owner 5% 9% Full-time Homemaker Retired 3% 12% Student, not employed 8% Currently unemployed Unable to work/Disabled 3% Base: All Respondents Q.D1, Q.D2, Q.D4, Q.D5, Q.D6 Post Graduate Degree NUMBER OF CHILDREN UNDER 18 YEARS Work full-time (N=502) 25% Some College, but no degree (N=502) EMPLOYMENT STATUS 5% High school graduate Graduated from 4 or 5 year College Widowed 2% 0 1 2 3 4 5 6 7 8 9 or more 41% 31% 19% 5% 2% 0% 0% 0% 0% 0% (N=502) 29% 5% 8% 20% 5% (N=502) NUMBER OF PEOPLE LIVING IN HOUSE HOLD 1 2 3 4 5 6 7 8 9 10 or more 14% 21% 23% 22% 11% 6% 2% 1% 0% (N=502) 1% 16
  • 17. HOUSEHOLD INCOME HISPANIC ORIGIN 9% 12% 14% 14% 10% 13% 7% 5% 6% 6% 5% (N=502) < $10,000 Mexican 35% Mexican American 32% $10,000 to < $20,000 $20,000 to < $30,000 $30,000 to < $40,000 Puerto Rican South American Central American Cuban Dominican 16% $50,000 to < $60,000 11% $60,000 to < $70,000 9% $70,000 to < $80,000 $80,000 to < $100,000 7% $100,000 or more 4% (N=502) BORN IN U.S. OR MOVED TO U.S. Born in the U.S. $40,000 to < $50,000 Moved here Prefer not to state LIVED IN US 1-5 20% 6-10 Born in the U.S., 68% Moved here, 32% 11-15 16-20 21-25 (N=502) Q.D7, Q.D7A, Q.D8, Q.D10 25+ 30% 17% 12% 8% 13% (N=162) 17
  • 18. INTERNET TELEVISION (A) (B) (C) Spanish only Spanish mostly Spanish and English equally English mostly English only 6% 6% 24% 29% C BCE AD 21% 7% 36% 14% A 29% 38% AD 20% 23% 28% 22% (N=502) 5% 17% 18% 22% (E) E 15% 35% 29% OVERALL (D) 9% 16% 12% (N=502) Q.D11 BOOKS, NEWSPAPERS & MAGAZINES RADIO (N=502) BCE (N=502) C 20% (N=502) 18 Upper case letters indicate significance at the 95% level. AD
  • 19. HEALTH INSURANCE CULTURAL IDENTIFICATION Much closer to Hispanic/Latino Culture 30% 60% Yes Somewhat closer to Hispanic/Latino Culture 33% No 14% Equally close to both cultures 35% Somewhat closer to U.S. Culture Much closer to U.S. Culture Prefer not to answer 10% 7% (N=502) Q.D3, Q.D9 12% (N=502) 19