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
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
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
