Dark chocolate-covered blueberries and freesia-infused home fragrances used to be the types of things people would only discover in-store. But today, these types of items—things people didn’t necessarily know they wanted before they went shopping—are on consumers’ radar before they even enter the store. In fact, 50% of core consumer packaged goods (CPG) consumers report that they learn about new CPG products before going shopping.
As consumers spend more time on digital devices, especially on mobile, digital is becoming a leading source of that discovery at a time when there are arguably more new products than ever. How can brands reach people in this competitive world of media fragmentation?
While exploring mobile-savvy shoppers’ new paths of CPG discovery, we uncovered 3 important, intersecting shifts in the US: generational, cultural and behavioral. And we learned that these shifts are yielding big changes for brands—particularly as brands build momentum and staying power for new CPG products.
To better understand these important shifts, Facebook commissioned Nielsen to conduct a behavioral and attitudinal survey of adults within their Homescan panel in the US to understand purchasing behavior across 20 key CPG categories. Then, using custom fusion methodology, Nielsen was able to link the survey responses to their TV media and digital panels to explore everything from discovery, trial and purchasing of CPG products to media behaviors across TV, desktop and mobile.
Meet the core CPG buyers
What and how they buy
Core CPG shoppers are product switchers who enjoy novelty. Findings suggest that all 3 groups are brand-conscious, but they aren’t creatures of habit.
As savvy online shoppers, they’re using the web to their advantage to be more informed and more in control of their CPG purchases when they shop the aisles from home and in-store.
When it comes to grocery shopping, Millennials and US Hispanics are spending more time than other groups researching products online before buying. Our research shows:
How these savvy shoppers are buying is also changing as they embrace online shopping for daily household items. In the past year, Millennials, US Hispanics and Light TV Viewers bought a range of products online to stock their pantry and fill their medicine cabinets and cosmetic bags. Our research shows that Millennials are driving this trend more than older generations.
Their mobile phone is their constant companion. 77% of Millennials, 72% of US Hispanics and 70% of Light TV Viewers always carry their mobile phone with them.
Mobile is increasingly playing a bigger role when it comes to purchasing CPG products. The interest each group has in using their mobile phones while shopping—beyond comparing prices—signals mobile’s growing role as an in-store partner.
The newly defined road to discovery
As consumers spend more time on their mobile phones, discovery is happening in the palm of their hands rather than in front of the TV. Digital channels are quickly becoming the source of new news and innovation in CPG. This is especially true for Millennials and Light TV Viewers, who turn to digital before making in-store purchases.
While TV can be an effective awareness driver, increased media fragmentation means that these groups are becoming harder to reach via traditional channels. And here’s another place where these groups intersect: Millennials and US Hispanics are also likely to be Light TV Viewers; among Millennials, 81% are Light TV Viewers, and among US Hispanics, 74%.
Reaching beyond TV
To better understand the impact of consumers’ shifting focus, Nielsen analyzed the daily reach of the top 10 TV networks used by CPG marketers to explore how Facebook can help amplify TV’s reach of these elusive targets.
What it means for marketers
Meet the newly defined CPG consumers on their terms: As increasing numbers of Millennials, US Hispanics and Light TV Viewers become core CPG shoppers and buyers, brands need to adjust to their modern preferences and digital habits. The tactics used to reach Boomers in the past will not resonate with these younger, light-TV-viewing, mobile-savvy shoppers, nor with the generation quickly nipping at their heels.
Take advantage of “new to me”: As Millennials quickly move from college graduates to young professionals and then to spouses and parents, it’s a great opportunity for CPG marketers to take advantage of their swift life-stage transitions and introduce products that are new to them (but perhaps not new to market) at key moments.
Understand the journey of discovery happens in the palm of their hand: Recognize both that the next shiny new thing is being discovered online, increasingly on mobile, and that it’s never been easier to reach consumers where they are spending their time … outside of the sitting-on-my-couch moment.
Facebook is on a Hispanic roll. Two weeks ago the social media giant expanded their Hispanic affinity segment by 2 million, enabling advertisers to target 29.1 million Hispanics by language preference. Last week they announced that advertisers can now reach Hispanics on Instagram via paid advertising.
Universal Pictures was the first advertiser to target Hispanics on Instagram for their recent release “Straight Outta Compton.” The Instagram campaign likely helped Universal reach the critical Hispanic segment, which is 23% more likely to purchase movie tickets than are other ethnic groups. The movie opened to over $60 million with 21% of the audience being Hispanic.
Undoubtedly, other advertisers across industries will begin to allocate dollars to target Hispanics on Instagram. Here is what they need to know.
Hispanic Instagrammers are Among the Most Active on the Platform
We know that Hispanics over-index in just about everything digital and this holds on Instagram. According to Facebook, Hispanic Instagrammers have among the highest followers/following, are 1.3 times more likely to share content, and spend nearly 60 hours per month on their smartphones — two times more than the average user.
For brands looking to tell culturally relevant, visual stories to Hispanics, Instagram seems to have emerged as a perfect canvas.
Hispanic Instagrammers are Young and Bilingual
According to Facebook, there are a total of 9.6 million Hispanics on Instagram, all of whom are mobile and approximately 65% are millennial. From a language preference perspective, here is how Hispanic Instagram users break down based on Facebook Hispanic affinity segments:
3.7 million are bilingual (39%)
3.4 million prefer English (35%)
2.5 million prefer Spanish (36%)
Instagram users tend to be young and as a result, Hispanic Instagram users are younger and more bilingual when compared to Hispanic Facebook users.
Instagram Offers Multiple Memorable Advertising Units
In their 2015 Fall advertising guide, Instagram reports that campaigns on Instagram had an ad recall lift 2.8 times higher than other online advertising and that 97% of campaigns saw significant lift in ad recall. Advertisers can target Hispanics on Instagram across a variety of ad units including:
Image ads to tell a visual story
Link ads to drive traffic
Carousel ads to tell a richer story
Video ads to add movement to creative
App download ads to drive mobile downloads
By rolling out the ability to target Hispanics on Instagram, Facebook has given advertisers another sound way to reach the highly desirable Hispanic millennial segment and in this case, a picture is worth much more than a thousand words.
A new poll finds African-American and Hispanic millennials are just as technologically connected and likely to get news through social media as regularly as their white counterparts, further narrowing the risk of people of color being left behind technologically.
Overall, 57 percent of millennials say they get news and information from Facebook at least once a day, and 81 percent say they get it from Facebook at least once a week. The poll also found that Hispanics and African-Americans are just as likely as any millennials to have a paid news subscription.
There was little differentiation between racial groups getting news from Facebook, the poll found. But about half of African-American millennials said they comment on news stories posted to Facebook, compared to about 3 in 10 whites and Hispanics.
The findings suggest that, despite fears that millennials — those 18-34 years old — may not be going to traditional sources for news, they are clearly getting news from social media.
"People of color are very wired and just as adept in using technology," said Tom Rosenstiel, executive director of the American Press Institute, which funded the study. "If you want a subject that hasn't been covered in the mainstream, millennials have found ways to get at that information through community sharing more than traditional ways. The way they get news is heavily influenced by topic."
In general, 64 percent of millennials say they read and watch news online regularly, including 66 percent of African-Americans, according to the poll, which was conducted by the Associated Press-NORC Center for Public Affairs Research and the American Press Institute. Sixty-five percent of white millennials say they keep up with the news online, while Hispanics were slightly less likely to say so, at 53 percent
In the 1990s, policymakers and advocacy groups expressed concern that minorities would have less access to technology than whites, a situation labeled the "digital divide." Over time, however, minorities emerged among the biggest users of certain forms of technology, such as smartphones.
The AP-NORC study found no evidence to suggest that African-Americans' and Hispanics' use of technology lags behind whites, with nearly all millennials using a smartphone and half using a tablet.
African-Americans are also more likely to use Facebook for keeping up with what's "trending" on social media — 41 percent of African-Americans compared with 29 percent of whites and 24 percent of Hispanics.
Those who are Hispanic or African-American are more likely than white millennials to get news and information from YouTube (38 percent of Hispanics compared with 33 percent of African Americans and 20 percent of whites) and Instagram (30 percent of Hispanics compared with 45 percent of African-Americans and 19 percent of whites).
According to Rosenstiel, YouTube's popularity partially stems from users' ability to produce content without gatekeepers.
"We see topics that aren't mainstream finding a big audience — a lot of gamers, comedy, news commentary. As something goes mainstream, young people look for new channels to exercise some control," he said.
Streaming music, TV or movies is the most commonly cited online activity among African-Americans, while keeping up with what their friends are doing is the most commonly cited online activity among Hispanics. For white millennials, checking and sending email was most common.
"What we've seen is millennials' similarities are much greater than the differences people thought that there were going to be," Rosenstiel said of the online experience. "We've created new common ground."
The survey of 1,045 young adults, including 163 non-Hispanic African-Americans and 162 Hispanics, was conducted from Jan. 5 through Feb. 2, 2015. It was conducted by the Media Insight Project, a partnership between the AP-NORC Center and the American Press Institute, which funded the study.
The survey was conducted using online interviews in English and Spanish done with a random sample of adults age 18-34 who were initially recruited and screened to take part in the survey over the phone. Results from the full survey have a margin of sampling error of plus or minus 3.8 percentage points. The margin of error is higher for subgroups.
Disconnected youth - teenagers and young adults between ages of 16 and 24 without educational or occupational commitments - are present in the U.S., but the rate of youth disconnection has fallen since the Great Recession, particularly among Hispanic populations.
As the Great Recession neared its end in 2009, approximately one-in-five Hispanics ages 18 and 19 were labelled as "disconnected youth," indicating individuals who neither worked nor attended school. However, economic recovery has helped to morph that percentage. While the number of young Hispanics who didn't attend school or work rested at 21 percent in 2009, it dropped to a historic low of 16 percent by 2014, according to a Pew Research Center analysis of federal government data.
Data shows that Hispanics alone saw the share of detached youth drop below recession-era levels. Comparably, 19 percent of blacks were disconnected youth and 12 percent of whites were disconnected youth in 2014, revealing that levels haven't changed much over the past decade for the two groups, who remain above pre-recession levels. The decline in disconnected youth within the Hispanic demographic can be attributed to a drop in unemployment rates for Hispanic youth, with rates dipping more quickly for Hispanics than their black or white counterparts.
Between 2010 and 2014, the unemployment rate for Hispanics dropped from 32 percent to 19 percent among Hispanics ages 16 to 19. Also, today more Hispanics are enrolled in school, high school dropout rates are at a record low, and college enrollment gains have outstripped other groups.
There are 5,527,000 disconnected youth in America today, or one-in-seven young adults (13.8 percent), which is the population of Minnesota. Measure of America, a bipartisan nonprofit associated with the Social Science Research Council, published a report, "Zeroing In on Place and Race," which took a look at how disconnected youth are faring in America's cities.
Disconnection rates range from under 8 percent in the Omaha, Nebraska and Bridgeport, Connecticut to over 20 percent in Lakeland, Florida; Bakersfield, California; and Memphis, Tennessee. In the Chicago metro area, whites and Latinos are doing better than they are nationally, but blacks are doing significantly worse. In Boston, there's an overall low disconnection rate (8.2 percent), which is relatively good for white (6.8 percent) and black youth (9.8 percent), but not for Latinos (17.3 percent).
Youth disconnection rates for blacks (21.6 percent), Native Americans (20.3 percent) and Latinos (16.3 percent) are distinctly higher than rates for Asian Americans (7.9 percent) or whites (11.3 percent). Nonetheless, Latinos have seen a tremendous decline.
Disconnected youth are detached from work or school, and they may lack the knowledge and skills that lead to steady employment. According to data from the Federal Interagency Forum on Child and Family Statistics, 14 percent of adults in the U.S. ages 18 and 19 are neither working nor in school. Young adults ages 18 and 19 are nearly four times as likely as youth 16 and 17 to be detached from school and work.
The Measure of America's research shows that racial segregation has dramatic but very different consequences for young people depending on their race. In segregated metro areas, black youth tend to have higher rates of disconnection, whereas white youth tend to have lower-than-average rates of disconnection.
Increasingly over the past 30 years, young people have worked and enrolled in school. The share of detached youth 18 to 19 was higher in 1985 than 2014, regardless of race. Approximately 17 percent of youth was detached in 1985 (14 percent of whites, 30 percent of blacks and 24 percent of Hispanics).
A 2015 study of Latinos' digital habits confirms that U.S. Hispanic consumers are still leading key technology and digital trends.
It was 2013 when Pew Research found that Latinos tended to own smartphones at a higher rate than the national average. Media researcher Nielsen called Latinos "Ahead of the Digital Curve" in 2014, after finding Hispanic consumers in the U.S. particularly tended to stream more online video and were more likely to use mobile devices as "second screens", among other key measures of digital habits that Latinos over-indexed for.
Fast-forward to this month, when Ad Age released its 2015 Hispanic Fact Pack, a meta-study that confirms Latinos are still leading the technology trends and gaining influence as powerful consumers and tastemakers.
While the fact pack is written an audience mostly made up of advertisers, the statistics within about Latinos' use of digital technology are quite telling. Many key findings from the 2015 Hispanic Fact Pack highlighted by MediaPost's Engage: Hispanics show that online Latinos continue to be "super-users" of mobile technology and digital entertainment.
In short, it looks like Latinos won't be giving up their place on the top of forward-thinking consumers of cutting edge technology any time soon. Here are some of the highlights.
Latinos Are Heavy Smartphone Users
While previous studies have found that Latinos are more likely to own a smartphone and tend to plan on purchasing their next mobile device earlier than the general population, Ad Age's fact pack expands on how Latinos use their smartphones.
For example, according to the study, 66 percent of Latino smartphone users peruse their phone's app store every month, compared to about 60 percent of non-Latinos. They also over-index for using social media on their mobile devices each month: nearly 80 percent of Latino smartphone owners will visit a social media network using mobile each month, compared to about 77 percent of the general population.
The most notable mobile trend Latino consumers are leading may be online video. Almost 66 percent watch online videos on smartphones each month, compared to less than 60 percent of non-Hispanics, the Ad Age fact pack found.
Latinos Spend More Time Online
Ad Age's fact pack found that Hispanics over-index for spending time online, whether streaming digital entertainment, using the Internet on mobile devices, and even spending time online via home computers, which previous studies have found Latinos in general are less likely to own.
Despite that counterbalance, Latinos tended to spend 3.5 hours per day on a home computer, compared to 3.3 hours per day for the rest of consumers. Meanwhile, mobile-first Latinos helped outpace smartphone use for Latinos, at 2.1 hours per day versus 1.7 hours per day for non-Hispanics.
Online video continues to be hot for Latinos in particular, expanding the trend Nielsen noted last year, to a rate in 2015 of 2.7 hours per day that Latinos spend on average streaming online video -- widening the gap even more compared to the non-Hispanic population, which watches online videos about 1.6 hours per day.
Latinos Purchase More Online, Especially on Mobile
Latinos were also found to be more likely to purchase technology online using a computer, though only slightly (54.1 percent of Latinos vs 53.5 percent non-Latinos). The same goes for buying food using a computer, where 24.8 percent of Hispanics had done so, compare to 23 percent of the general consumer.
But everyday mobile purchasing is where Latinos clearly led the non-Hispanic U.S. consumer in terms of being digitally forward. While only 10.8 percent of non-Latino consumers reported buying items you'd find at your local drug store on mobile devices, over 18 percent of Latinos had done the same.
Advertisers clearly will use these figures to continue to tweak their marketing campaigns to reach as many Latinos as possible, but the findings from the 2015 Ad Age Fact Pack do more than inform salespeople. They point to a long-term trend, in which the Latino consumer is already ahead of the technology game and will consistently stay on top of those indicators.
Especially as digital technology, mobile Internet, and online entertainment continue to have an outsized effect on the broader U.S. economy -- and the young Hispanic population continues to lead both digital and demographic trends -- Latino consumers' purchasing power and prestige are only likely to expand.
Despite the rise of social media, content marketing, mobile marketing and other digital marketing tactics, SEO is still critical. In fact, a study published in Search Engine Land found that 51% of all visitors to both B2B and B2C websites are driven by organic search.
As more and more brands launch owned websites to address the booming Hispanic digital market, the wise ones will invest in optimizing their websites for the Hispanic audience. Read on to learn about the opportunities and the paradox of Hispanic SEO.
Hispanic SEO and Language
First, it is important to know that Hispanics use search engines in large numbers to search for products and services. A recent report by Google indicates that 86% of Digital Hispanics use search to gather information about a purchase. What’s more, 79% search at least daily and 68% of those who search, search on their mobile devices.
So in what language do they search? The same Google report states that a full two-thirds of Digital Hispanics (across all language preferences) have used Spanish to look for information using a search engine in the past month. Digging deeper, Google reports that the fastest growing Spanish language search categories include retail, telecom, health, skincare, food, auto and beauty.
This data is clear. Marketers looking to target online Hispanics should execute Spanish language search engine optimization.
Are you ready to dive into Hispanic SEO? Here are some things to keep in mind.
Hispanic SEO Competition and Volume
Play around with English and Spanish keywords in the Google Adwords Keyword Planner tool and you will quickly see that, for the most part, Spanish keywords have less competition and less volume when compared to equivalent English keywords. Because search volumes are relatively low in Spanish, marketers must optimize their sites for a large number of Spanish keywords, including long tail keywords, to generate significant traffic volume. The good news is that because competition is low, ranking for a large number of Spanish keywords is relatively easy.
You should also be aware of the paradox of Hispanic SEO.
Hispanic SEO and International Traffic
The Internet knows no borders and this is especially evident with Hispanic SEO. Well-optimized Spanish language U.S. Hispanic websites will inevitably receive a large amount of traffic from outside the U.S. This happens because search engines will index these Spanish sites and serve them in response to Spanish language searches regardless of the country of such search.
To illustrate this point, below are some U.S. Hispanic sites and their percentage of international traffic according to similarweb.com:
Univision.com - 64% International traffic Telemundo.com - 62% International traffic QueRicaVida.com - 62% International traffic ComidaKraft.com - 60% International traffic For marketers with U.S. Hispanic-focused budgets, the steady flow of international traffic might be concerning. What do I think? Don’t worry about it.
If you are getting international Spanish language traffic, it means your site is well optimized for search engines. That, in turn, means you will be getting qualified U.S. Hispanic visitors, which is the point in the first place. Getting visitors to your website from Latin America can be good. U.S. Hispanics are deeply connected to their countries of origin through family and friends, many of whom visit and may potentially immigrate to the U.S.
Everybody who knows Texas history knows the state's story begins with Spain almost 500 years ago.
"We've had Spanish explorers from the 1500s, and then we have the Spanish and French battling it out essentially for what is now the state of Texas into the 1700s,” Brad Patterson with the Texas Historical Commission said.
In the 1990s, the state created the Texas Heritage Trails, an effort to get visitors on the road to learn about Texas' past. Now for the first time, it's specifically highlighting how Latinos shaped the state we know today.
"The Tejano heritage in Texas can be seen in all aspects of our culture,” Patterson said. “It's in the names of our places; it's in the architecture."
Laura Esparza oversees the Emma S Barrientos Mexican American Cultural Center, just one of more than 100 sites singled out as important to the Tejano culture.
"I think this really helps all of us that are cultural workers to make sure that the stories are being told and being told right,” Esparza said.
Heritage tourism is a big moneymaker, raking in $2.2 billion in spending and making up about 10 percent of all travel in the state each year. That could be a big boon to heritage sites like Esparza's.
"I know that it will bring in more visitors to the MAC and to important historical sites all over the state, and that thrills me. I just think that that is so important that visitors get out and see all the incredible riches that our state holds,” Esparza said.
With a growing Latino population, historians hope the focus on Hispanic heritage will not only bring out more visitors but also give all Texans a deeper understanding of how the state became what it is today.
The Hispanic heritage guide could be the last big tourism push from the Texas Heritage Trails program. As of now, state lawmakers have not set aside funding for the program past this summer.
If you'd like a copy of the Hispanic heritage guide, you can order one online or download an electronic copy for free at TexasTimeTravel.com.
For many years, researchers have studied the “digital divide” by examining the gap between those who have access to digital technology and those who don’t. But as these gaps have narrowed over time, another set of contrasts has emerged when it comes to the ways different demographic groups use technology.
Although whites, blacks and Hispanics have similar rates of smartphone ownership, minorities tend to rely more heavily on their phone for internet access, according to Pew Research Center’s recent report on smartphone adoption. Some 13% of Hispanics and 12% of blacks are smartphone-dependent, meaning they don’t have a broadband connection at home and have few options for going online other than their cellphone. In comparison, only 4% of white smartphone owners rely heavily on their cellphone for online access.
Blacks and Hispanics reach for their phones more often than whites when it comes to looking up information about health conditions, jobs or educational content. However, there is little difference between these groups in using phones for online banking or getting information about real estate or government services.
Nearly three-quarters (73%) of Hispanic smartphone owners have used their phone in the past year to research a health condition, which is similar to the share for blacks. But whites are less likely to say they’ve used a phone to seek out health information.
Black and Hispanic smartphone owners are especially likely to use their phone for job-related activities – more than half (55%) used their phone in the past year to find job information, compared with about a third (37%) of whites. Many smartphone owners are also turning to mobile for applying for jobs, and again, blacks and Hispanics are more than twice as likely as white smartphone owners to use their phone to submit a job application.
Mobile education is a bigger part of the smartphone experience for Hispanics – 45% of Hispanic smartphone owners have used their mobile device to take an online class or look up educational content in the past year. That share is 32% for blacks and only 26% for whites.
Although smartphone owners were not asked why they reach for their phone to access certain information or services, some advocacy groups suggest that mobile technology may help reduce minority health disparities by enabling access to information that would not necessarily be readily available to them, while additional research points to how important digital technology is in the job search process for blacks.
In February 2015, IAB and BabyCenter published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch. We decided to dive back into the data for another look, this time specifically at Hispanic millennial moms, to compare how their use of mobile and media stacks up against the average millennial mom. Unless otherwise noted, references to “moms” throughout this post refer specifically to U.S. moms in the millennial generation, aged 18-32 years old.
The Hispanic population is one of the most important demographic groups in the United States today. Among moms this is particularly true: 23 percent of all U.S. births are to Hispanic women. So any marketer looking to reach moms needs to understand Hispanic moms, and tailor their message accordingly, or they risk missing almost one in four of their target audience.
The Digital Toolbox is Key for Hispanic Moms The data clearly indicate just how important digital media are for Hispanic moms looking for parenting related advice or insights. Seventy-one percent of Latina millennial moms whose primary language spoken at home is Spanish (going forward, we’ll call these moms “Spanish-preferred,” and we’ll call Hispanic moms whose primary language spoken at home is English, “English-preferred”) seek expert advice on parenting websites weekly or more often, as compared to 60% of moms in that demo who prefer English, and only 49% of moms in general. This holds true for an array of other digital media. Among Spanish-preferred Hispanic moms, 60% turn to mom blogs, 52% turn to other parents on parenting social media, and 45% look to parenting or baby apps, all much higher than the average mom. While the digital world is important for all moms in the coveted millennial age group, it is particularly so for those who are Hispanic.
Even more than PC/laptop-based digital, mobile is the key medium for Latina moms. As the table below shows, PC ownership drops for Hispanic moms relative to moms in general, and indeed, the Spanish-preferred segment is almost equally likely to own a tablet as a laptop/PC. Moreover, 36 percent of Latina moms rely on a mobile device (smartphone or tablet) as their sole internet connection—more than 2.1 times the rate of moms overall. Clearly, even more so than for the average millennial mom, Latina moms are already leading mobile-first, and sometimes even mobile-only, lives.
Hispanic Mom Media Time Goes Very Mobile As a mobile-first demographic, it’s unsurprising that Hispanic moms spend even more media time on their mobiles than the average mom does. While millennial moms estimate they spend about 2.8 hours daily online via smartphone or tablet, English-preferred Latina moms in that generation spend 3.2 hours, and those who prefer Spanish spend 4 hours online that way. In fact, the latter group spends 37% of their media time with mobile.
Spanish-preferred Hispanic moms make heavy use of both TV and mobile media, reporting about 11 hours of total daily media time, as compared to 8.9 hours for moms overall.
Of course, the only way a busy mom could possibly spend that much time with media is through significant multitasking, and Hispanic moms are true experts at that. About 53 percent of this demo always or often use their smartphones while also watching TV, comparable with moms overall. One area where Hispanic moms are distinctive is in watching online video while watching TV. While 33% of moms overall watch online video on their phones while watching TV, the number jumps to 42% with Latinas.
But Hispanic Moms Present Untapped Mobile Shopping Opportunity While they have definitely embraced mobile media, Hispanic millennial moms do surprisingly little mobile shopping. For example, 51% of moms overall say they use their mobiles in-store to help them search for better prices, as compared to 42% of English-preferred Hispanic moms, and only 39% of those who prefer Spanish.
Similarly, although 62% of moms overall look for and download mobile coupons, only 31% of the Hispanic segment does, and while 44% of U.S. moms search for and read product reviews, and 40% of English-preferred Latina moms do so, and only 27% of those that prefer Spanish use this mobile capability.
We think this is a big untapped opportunity for marketers to influence Latina moms’ shopping habits via mobile. This adoption gap would quickly close if Hispanic millennial moms were more aware of such services and capabilities, and if they were more widely available in Spanish. Marketers should not overlook the opportunity to make this demographic more mobile-shopping savvy.
Digital Advertising is a Great Way To Attract Hispanic Moms’ Attentions In the “2015 State of Modern Motherhood” report, IAB and BabyCenter observed that millennial moms were much more likely than Gen X moms to say they frequently notice digital and mobile ads. That’s even more true of Hispanic millennial moms. Fifty-six percent of them say they frequently notice digital (laptop/PC, smartphone, or tablet) ads, as compared to 44% of millennial moms overall. And over half (52%) of Hispanic moms frequently notice mobile ads, as compared to only 37% of all moms. That is on par with the percentage of Hispanic moms who said they notice TV ads (50%). Clearly, for marketers reaching this important segment of U.S. moms, mobile is a key media channel.