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A P R I L 2 0 1 3

Hispanic Grocery Shoppers:The Digital Habits of a Highly Social Demographic

For more information on this subject, see the related report athttp://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001104

Patricia Orsini

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The 2010 US Census counted a 43% jump in the Hispanic population from 2000. It projects Hispanics will make up nearly one-third of US residents by 2060

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Hispanics spend more per grocery trip than the US population overall

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Hispanics are more likely than the average shopper to shop with family members in tow. “This is one way [Hispanic] families bond,” said an agency executive

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By 2017, 76.6% of US Hispanics will be users of social networks

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Social networks are more than just a way to communicate with family

“Posting on Facebook, creating a blog, sharing original content or retweeting content, Hispanics are way more likely than non-Hispanics” to express opinions about products via social networks, said SMG Multicultural’s Marla Skiko.

“Facebook has the highest effective reach in getting to the Hispanic consumer. If you’re not playing in social networking, you’re not reaching the Latino market,” said Kimberly-Clark’s Lizette Williams.

Post Foods’ Hispanic-specific Honey Bunches of Oats Facebook page has three times the engagement level of its non-Hispanic page.

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Hispanic smartphone owners are more apt to shop for CPG products with the device

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Hispanic millennials are more likely to use digital tools to help with trip planning and product selection when shopping for groceries

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Does this shopping behavior translate into online sales for CPG brands?

“Even if they don’t buy online, [Hispanics] use all the information they garnered in the research processto make the final decision in-store.” —Marla Skiko, SMG Multicultural

“Their use of online is more informational than transactional, at least at this point.” —Enedina Vega, Meredith Hispanic Ventures

“Online engagement is extremely high among Hispanics. Identifying organic ways to develop ecommerce extensions is an important way for us to engage with this audience.” —Russel Lilly, Unilever

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Should marketers use English or Spanish when using social media?

For Hispanics, preference often depends upon where they were born

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US Hispanic shoppers are diverse, distinct, but ultimately American

How should marketers approach this demographic in the digital space?

“Nobody has got social figured out. Nobody has got mobile figured out. The perception for many marketers is, ‘I’m going to get it right for the general audience and then I’ll start to worry about the Hispanic audience.’ It’s a big misstep, because the area they are trying to innovate in hinges on younger groups of people which are, at their heart, multicultural. So if you’re not figuring out multicultural first, then you’re going to miss the mark.”

—Marla Skiko, SMG Multicultural