Almost 60 percent of the 55 million Hispanics in the United States today are millennials or younger. Their shopping and buying habits are different than their non-Hispanic counterparts, according to the latest HispanicLink™ findings from IRI, a marketing research firm. Convenience and ease of shopping are important, as are online deals and in-store engagement associated with social media.
Source: IRI, August 10, 2016.
Hispanics are significantly more influenced than non-Hispanics by social media, a favorite blog and TV advertisements across grocery categories. When buying beauty/skin care products, for example, 33 percent read a favorite blog, 33 percent got information from social media and 21 percent were influenced by TV ads.
INSIGHTS: This study focused on consumer packaged goods, but shopping patterns generally cross product and service categories. It is logical to conclude the shopping behaviors identified in the research are in full force when this group shops for pet care products, veterinary services and equipment. The article concludes with four worthwhile tips to engage this important audience.