Latinos are the fastest-growing population group in America. In fact, one in every six people and one in every four children in the U.S. is Latino. With a projected buying power of $1.3 trillion in 2013, this group is reshaping American shopping behavior. How? This is what LatinoShop, a landmark study conducted by marketing experts Lapiz and Leo Burnett, sought to find out. The findings provide important insight into the influence that culture and technology play when Latinos make their purchases. Take a look at some of the main differences between Latino and non-Latino shoppers. For more insights and detailed research findings on how Latinos shop, contact Enrique.Marquez@lapizusa.com.

1. LatinoShop
E M E R G I N G C U LT U R E S A R E R E S H A P I N G A M E R I C A , A N D L AT I N O S A R E L E A D I N G T H E W AY
Latinos are the fastest-growing population group in America. In fact, one in every six people and one in every four children in the U.S.
is Latino. With a projected buying power of $1.3 trillion in 2013, this group is reshaping American shopping behavior. How? This is
what LatinoShop, a landmark study conducted by marketing experts Lapiz and Leo Burnett, sought to find out. The findings provide
important insight into the influence that culture and technology play when Latinos make their purchases. Take a look at some of the
main differences between Latino and non-Latino shoppers.
For more insights and detailed research findings on how Latinos shop, contact Enrique.Marquez@lapizusa.com.
© 2012 Leo Burnett Group / Lapiz
SHOP WITH THEIR SENSES
55% vs. 38% 36% vs. 13%
Like to touch and feel a product Think it’s fun to immerse themselves
before buying it in the store atmosphere
49% vs. 19%
Judge product quality by
product packaging
SOCIAL SHOPPING
S H O P A S A F A M I LY
ONLINE A N D OFFLINE
48%
37% 36% 31%
17% 18% Consider the Kid-Fluencer
Reach out to
friends and family
Share opinions
and write reviews
Use social
networking sites
45% 13%
Enjoy shopping with kids
LEAD IN MOBILE
BIG INTO TRENDSETTING
A N D TA B L E T S H O P P I N G
Latinos are MORE THAN TWICE
AS LIKELY vs. non-Latinos to:
Shop
with a Shop
mobile with a
phone tablet
56% 33% 43% 25% 41% vs. 18%
Follow the trends
RADIO, BILLBOARDS AND
INFOMERCIALS STILL RANK HIGH
31% vs. 14%
Like to try new products first
30% vs. 13%
72% 59% 52% Like to be first to share with friends
46% 35% 23%
L AT I N O S KEY N O N - L AT I N O S