Hispanic Mobile In-Store Searchers Want Social Experiences
by MarketingCharts staff
Hispanic smartphone owners who use their devices to help them shop in brick-and-mortar venues (“Hispanic mobile shoppers”) like to have company when they do so, finds Sensis and White Horse [download page] in an April 2012 report. Almost 7 in 10 respondents to the survey said they prefer to shop with family members or friends when buying expensive items, while about half said they prefer to have companions when purchasing everyday items. The report suggests that retailers could leverage this behavior to their advantage by sponsoring mobile experiences that are focused on social rather than individual use.
Companions Offer Advice, First and Foremost
Hispanic mobile shoppers who like to bring companions with them on trips for expensive items primarily want them there for helpful advice (47.1%), as well as to share in the purchase approval (19.3%). These shoppers are relatively less inspired by the increased fun of the experience (11.7%), spending more time together (10.8%), and getting more done together (10.5%).
By contrast, Hispanic mobile shoppers who like social experiences when shopping for everyday items are just as likely to say like spending time with friends and family (23.3%) as getting helpful advice (24.5%). Getting more done with the help (19.8%) is also relatively more important to these shoppers.
The majority of both groups say their preferred companion is a spouse or significant other.
Hispanic Mobile Shoppers Not So Interested in Reviews
Data from the “Hispanic In-Store Mobile Experience” indicates that Hispanic mobile shoppers are more likely than general market mobile customers to perform a wide range of in-store mobile activities, including visiting the website of the store, looking up the store’s specials or sales, scanning a product barcode/QR code, using a coupon delivered on their smartphone, and using the retail store’s own mobile app. This may be a reflection of an overall greater affinity for mobile commerce: according to a March 2012 report from the Federal Reserve, Hispanic users represent a disproportionately high rate of adoption of mobile banking and payments.
Interestingly, though, Hispanic mobile shoppers are far less likely than the general market average to search for product reviews or recommendations (38% vs. 68%). This may be partly due to a reliance on their companions for advice, though the report suggests that it is mostly derived from a difference in attitudes and values.
About the Data: The White Horse/Sensis report is based in qualitative and quantitative research performed in late 2011. The survey data is based on a nationwide quantitative survey of 500 Hispanic smartphone owners who use their mobile devices to help them shop in brick-and-mortar venues.