Karla Fernandez Parker
Hispanics Get Smarter with Big Shopping List
November 12, 2014
Christmas is a paradoxical holiday for many working class Hispanics. On the one hand, it’s the most wonderful season of special moments with family and friends but on the other hand it’s a stressful period of how to pay for a big shopping list. Gifts are culturally a reflection of how much you value a person. With this as the bar, it’s no wonder Hispanics have to be resourceful. And with larger families than the general market, there are more gifts to buy!
Enter at least a semblance of relief from this conundrum: the smartphone. With Hispanics using smartphones to shop smarter, dollars can be stretched by doing research first. According to a study by Think Now Research and Zpryme, U.S. Hispanic mobile buyers are more inclined to trust online product reviews as their most valued resource, and are over-indexing non-Hispanics. Approximately 36% of U.S. Hispanic mobile buyers actually search for experts’ advice vs. 26% of non-Hispanics.
That’s great news for this holiday when smarter shopping is a great thing!
#holidayshopping #hispanics #onlineshopping
For more details, see the eMarketer article link below: