Photo: Dissecting the Hispanic consumer
From what people watch to what they buy, behavior across ethnic groups in the U.S. is as diverse as the groups themselves. A closer look at the multicultural landscape by The Nielsen Company reveals how consumers utilize the same resources differently.
The findings show that African Americans are TV-centric, Hispanics are savvy smartphone users, and Asians/Pacific Islanders are heavily wired to the Internet. In retail, African Americans shop the most frequently; Hispanics shop less often but spend more than others; and Asians/Pacific Islanders take the most advantage of deals and promotions.
Hispanics are very active on their smartphones, texting the most out of all races/ethnicities (943 texts per month) and employing a wide range of mobile activities, including mobile banking. Smartphone penetration has reached 45 percent, matching only Asian-American usage levels in popularity. Whereas, Hispanics are 54 percent more likely to visit MySpace’s website than average Americans.
Hispanics shop less often than other ethnicities, but spend more on each trip and annually. They also buy more men’s and women’s beauty products and baby-related items than the average U.S. consumer.
For the complete report go to Nielsen’s Digital American Family Report.