Is your small business reaching out to Hispanic consumers on their mobile devices? If not, you’re missing out on a big opportunity. New research reported by eMarketer shows that Hispanic consumers are not only far more likely than non-Hispanics to use mobile devices, but are also far more likely to use them to shop.
A study from Acosta Sales & Marketing found that Hispanic consumers, in particular, are more likely than the average shopper to use a smartphone (51 percent of Hispanics vs. 41 percent of all consumers), regularly use text messaging (47 percent vs. 42 percent) and use mobile apps (19 percent vs. 14 percent).
According to a study from Leo Burnett and Lapiz, Hispanic consumers are 7 percent more likely than non-Hispanic consumers to use their mobile phones to shop (56 percent vs. 33 percent of non-Hispanics). They’re also more likely to shop with a tablet (43 percent of Hispanics do so, vs. 25 percent of non-Hispanics).
The same Leo Burnett/Lapiz study reports that Hispanics are far more likely than non-Hispanics to make shopping a social activity, whether they’re shopping online or off:
- Nearly half (48 percent) of Hispanics use social networking sites as part of their shopping activities, while only 31 percent of non-Hispanics do so.
- Hispanics are twice as likely to share their opinions of products or brands and write product reviews on social media sites (36 percent of Hispanics do so, vs. 18 percent of Non-Hispanics).
- Hispanics are more than twice as likely to reach out to friends and family for help with shopping decisions (37 percent of Hispanics do so, vs. 17 percent of non-Hispanics).
What do these numbers mean to you? First, with Hispanics a growing segment of the U.S. population, there’s scarcely a business out there that shouldn’t be reaching out to them. To attract these super-shoppers, consider:
- Creating a mobile app for your business that lets customers do something more easily, whether that’s getting product quotes or making purchases directly on their phones.
- Making it easy for consumers to share information from your website or ecommerce site or social media accounts with friends and family, whether via email, social media or text messaging.
- Have an active presence in social media and make sure your business is represented on ratings and review sites.
- Taking advantage of text messaging, since Hispanic consumers are actively engaged in it. But be careful: Don’t overstep your welcome or send too many texts.
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