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ThinkNow Research - Understanding Hispanics' Back-to-School Shopping Behavior
The ThinkNow Research Hispanic Omnibus Study from July 2014 reveals that approximately 40% of Hispanic adults are engaged in back-to-school shopping, which is slightly higher than their non-Hispanic counterparts. Hispanic parents are expected to spend an average of $340 this season, up from $293 the previous year, and tend to shop for more children than non-Hispanics. Key shopping trends indicate a preference for in-store purchases, particularly for general school supplies, with online shopping being more common for books and electronics.
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ThinkNow Research - Understanding Hispanics' Back-to-School Shopping Behavior
- 1. Understanding Hispanics’ July2014 Back-to-School Shopping Behavior
- 2. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 Outline 2 Methodology Key Findings Detailed Findings Appendix
- 3.
- 4. Method Online surveyvia ThinkNow Research Omnibus Survey. Source: ThinkNow Research Hispanic Omnibus Study – July 2014 Survey available in English and Spanish Sample Size Hispanics: n=505 Non-Hispanics: n=310 Screening Criteria • Hispanics: self identify as Hispanic origin • Non-Hispanics: self identify as Non-Hispanic origin • 18-64 years of age Test Area Nationwide Fieldwork Timing July 11-20, 2014 Methodology 4
- 5.
- 6. • Approximately 4-in-10Hispanic adults have started to or are planning on shopping for back-to-school items this year. This is slightly higher than non-Hispanic adults (37%). • The back-to-school shopping season for most Hispanic parents (as well as non-Hispanic) begins in July and end in August. • On average, Hispanic parents shop for more children compared to non-Hispanics (2 vs. 1.5) • Hispanics will spend an average of $340 this back-to-school season which is higher than last year ($293). Source: ThinkNow Research Hispanic Omnibus Study – July 2014 Key Findings, 1 6
- 7. • General schoolsupplies (notebooks, paper, pencils, etc.) are the most common items purchased by parents, followed by clothing and shoes. • Most back-to-school items are purchased in-person at retailer stores. For books and electronics, Hispanics are more likely to shop for these online compared to non-Hispanics. • Mass merchants such as Walmart and Target are the most popular retailers for the purchase of general back-to-school supplies, as well clothing and shoes. • As Hispanics have more children to shop for compared to non- Hispanics, they make more trips to the store to buy back-to-school items and have more online sessions as well. Source: ThinkNow Research Hispanic Omnibus Study – July 2014 Key Findings, 2 7
- 8.
- 9. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 Will you be doing any back-to-school shopping this year for kids who have not yet graduated high school? 9 41% 37% Yes Hispanics Non - Hispanics Û indicates significantly larger than (95% confidence)
- 10. Approximately 4-in-10 Hispanic adults have started to or are planning on shopping for back-to-school items this year. This is slightly higher than non-Hispanics. 10
- 11. 3% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Source: ThinkNow Research Hispanic Omnibus Study – July 2014 61% When did you or will you Start Your Back-to-School Shopping? 34% 62% 37% 0% 2% 0% 1% Hispanics Non-Hispanics 11 June 2014 July 2014 August 2014 September 2014 Û indicates significantly larger than (95% confidence)
- 12. 12 July isthe start of the back-to-school shopping season for most parents.
- 13. 1% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Source: ThinkNow Research Hispanic Omnibus Study – July 2014 38% When did you or will you Finish Your Back-to-School Shopping? 53% 8% 0% 34% 59% 7% 0% Hispanics Non-Hispanics 13 June 2014 July 2014 August 2014 September 2014 Û indicates significantly larger than (95% confidence)
- 14. 14 While mostof the shopping is done by August, a significant portion is finished by July.
- 15. How many childrenthat have not yet graduated Source: ThinkNow Research Hispanic Omnibus Study – July 2014 high school will you be shopping for? 1.9 1.5 Hispanic Non-Hispanic Û indicates significantly larger than (95% confidence)
- 16. As Hispanics havelarger households than non-Hispanics, they shop for more children on average. 16
- 17. $339 $331 $400 $350 $300 $250 $200 $150 $100 $50 $0 Average Amount Spent Hispanics Non - Hispanics Source: ThinkNow Research Hispanic Omnibus Study – July 2014 How much do you think you will spend this year on back-to-school purchases? 17 Hispanics vs. Non-Hispanics By Acculturation Level Last Year (8/2013) $293 $453 $299 $246 $500 $450 $400 $350 $300 $250 $200 $150 $100 $50 $0 Less Acc Biculturals More Acc Û indicates significantly larger than (95% confidence)
- 18. Hispanics will spendan average of $340 this back-to-school season which is higher than one year ago. The Less Acculturated segment will spend the most overall. 18
- 19. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 Overall, do you think you will spend more or less on back-to-school shopping compared to what you spent last year? 19 19 2% 1% 20% 18% 30% 37% 48% 45% Hispanics Non-Hispanics Did not shop for back-to-school items last year / does not apply Will spend LESS About the same Will spend MORE Planning to Use Layaway Service Û indicates significantly larger than (95% confidence) 26% 26% Hispanics Non - Hispanics
- 20. Nearly half ofHispanics and non- Hispanics say they will be spending more on back-to-school supplies compared to last year and about one-quarter will use layaway - the same as one year ago.
- 21. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 For Your Back-to-School Shopping, What Type of Items will You be Shopping for? 90% 78% 75% 47% 45% 35% 87% 76% 76% 46% 30% 26% School supplies (notebooks, pencils, pens, paper, backpacks, etc.) Clothes (uniforms, school outfits, seasonal clothing, etc.) Shoes (sneakers) Electronics (computers, laptops, tablets, printers, calculators, etc.) Books (textbooks) Athletic equipment/sporting goods Hispanics Non-Hispanics 21 Û indicates significantly larger than (95% confidence)
- 22. General school suppliesare the most common items purchased, followed by clothes. Hispanics are significantly more likely to buy textbooks for back-to-school compared to non-Hispanics. 22
- 23. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 62% 45% 42% 39% 28% 25% 13% 11% 58% 39% 43% 44% 27% 28% 7% 5% Mass Merchants/ Supercenters Club Stores Office Suppliers Dollar Stores Online Sites/ Stores Drug Stores Sporting Goods Stores Goodwill/ Second- Hand Stores/ Garage Hispanics Non-Hispanics Type of Store Where These Items will be Purchased 23 School Supplies Books 32% 16% 28% 21% 14% 12% 11% 26% 12% 7% 16% 10% Online Sites/ Stores Mass Merchants/ Supercenters Office Suppliers Dollar Stores Goodwill/ Second-Hand Stores/ Garage Sales Electronics Stores Hispanics Non-Hispanics Û indicates significantly larger than (95% confidence) Note: Only top mentions shown
- 24. Hispanics and non-Hispanicsare most likely to buy general school supplies at mass merchants such as Walmart and Target. 24
- 25. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 53% 53% 49% 25% 23% 17% 13% 12% 46% 33% 50% 20% 16% 12% 13% 11% Apparel Stores Department Stores Mass Merchants/ Supercenters Online Sites/ Stores Goodwill/ Second- Hand Stores/ Garage Club Stores Sporting Goods Stores Dollar Stores Hispanics Non-Hispanics Type of Store Where These Items will be Purchased 25 Clothes Shoes 43% 38% 30% 28% 26% 14% 14% 39% 44% 21% 17% 17% 9% 9% Department Stores Mass Merchants/ Supercenters Apparel Stores Sporting Goods Stores Online Sites/ Stores Club Stores Goodwill/ Second- Hand Stores/ Garage Sales Hispanics Non-Hispanics Û indicates significantly larger than (95% confidence) Note: Only top mentions shown
- 26. Apparel stores, Departmentsstores and Mass merchants are the most popular retailers for back-to-school clothes and shoes. 26
- 27. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 35% 28% 22% 16% 15% 11% 32% 15% 20% 10% 15% 12% Electronics Stores Online Sites/ Stores Mass Merchants/ Supercenters Office Suppliers Club Stores Goodwill/ Second- Hand Stores/ Garage Sales Hispanics Non-Hispanics Type of Store Where These Items will be Purchased Note: Only top mentions shown 27 Electronics Athletic Equipment 30% 20% 19% 11% 11% 29% 25% 15% 9% 4% Sporting Goods Stores Mass Merchants/ Supercenters Online Sites/ Stores Apparel Stores Club Stores Hispanics Non-Hispanics Û indicates significantly larger than (95% confidence)
- 28. Hispanics are significantlymore likely to shop for electronics online compared to non-Hispanics. 28
- 29. Please enter thepercentage of your purchases you plan to make online vs. a physical store School Supplies Books Clothes Shoes Electronics Athletic Equipment 78% 82% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Source: ThinkNow Research Hispanic Omnibus Study – July 2014 50% 74% 75% 84% 75% 85% 61% 75% 76% 79% 20% 18% 50% 26% 25% 16% 25% 15% 39% 25% 24% 21% 0% Û H NH H NH H NH H NH H NH H NH Store Online 29 H = Hispanic NH = Non-Hispanic Û Û indicates significantly larger than (95% confidence)
- 30. Most back-to-school itemsare purchased in-person. For books and electronics, however, Hispanics are more likely to shop for these online compared to Non-Hispanics. 30
- 31. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 How many trips to physical stores do you usually need to complete your back-to-school shopping? Avg. # of Store Visits 3.8 3.2 Hispanics Non - Hispanics Û indicates significantly larger than (95% confidence) 31
- 32. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014 How many online shopping sessions do you usually need to complete your back-to-school shopping? Avg. # of Online Sessions 2.6 2 Hispanics Non - Hispanics Û indicates significantly larger than (95% confidence) 32
- 33. As Hispanics areshopping for more children, they tend to make more store visits and have more online sessions when buying back-to-school supplies. 33
- 34.
- 35. Metric Source: ThinkNowResearch Hispanic Omnibus Study – July 2014 Hispanics n=505 Non-Hispanics n=310 Metric Sample Profile Hispanics n=505 Non-Hispanics n=310 Male 51% 49% Born in the U.S. 72% 92% Female 49% 51% Moved here 28% 8% Average years living in U.S. 30 39 Age 18 to 34 47% 35% Household Income 35+ 53% 65% Less than $30,000 30% 23% Mean age 37 42 $30,000 to less than $50,000 25% 17% $50,000 to less than $70,000 12% 17% Census Region 70,000 to less than $100,000 16% 14% Northeast 15% 19% $100,000 or more 13% 25% Midwest 9% 24% Median income ($000) $53 $65 South 36% 37% West 40% 20% Own/Rent Own home 59% 67% Rent home 38% 31% 35
- 36. Metric Source: ThinkNowResearch Hispanic Omnibus Study – July 2014 Hispanics n=505 Non- Hispanics n=310 Metric Sample Profile Hispanics n=505 Non- Hispanics n=310 Marital Status Educational Attainment Married 50% 46% Less than High School 5% 6% Single 34% 30% High school graduate 17% 17% Living with partner 9% 8% Some College, but no degree 24% 24% Separated/divorced 7% 8% Trade or technical school 4% 7% Widowed 2% 3% Graduated from 2-year College 10% 11% Graduated from 4-5 year College 33% 28% Average household size 3.2 2.8 Post Graduate Degree 7% 8% Presence of Children Employment Status No children <18 present 49% 56% Employed or self employed (net) 65% 56% Any children <18 present 51% 44% Full-time Homemaker 10% 14% Currently unemployed 11% 8% Ages of children^ n=258 n=135 Student, not employed 7% 5% Under age 6 38% 37% Unable to work/Disabled 4% 7% Ages 6 to 12 57% 44% Retired 3% 9% Ages 13 to 17 49% 38% ^ Among respondents with children 36
- 37. Metric Source: ThinkNowResearch Hispanic Omnibus Study – July 2014 Hispanics n=505 Language Spoken at Home Spanish only 10% Spanish mostly 32% Spanish and English equally 25% English mostly 17% English only 16% Country of Origin Mexican/Mexican American 60% Puerto Rican 16% South American 11% Cuban 9% Central American 5% Dominican 4% Acculturation Low Acculturation 11% Medium Acculturation 63% High Acculturation 26% Sample Profile 37