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Hispanic Holiday
Shopping Behaviors

2013 Holiday Season
Omnibus Research Methodology
Method:

ThinkNow Research Hispanic Omnibus Online Survey

Sample profile:

100% Hispanics 18-64 + Non-Hispanic 18-64 Augment

Sample size:

Hispanic Sample: 500 / Non-Hispanic Sample: 300

Geography:

Nationwide

Fieldwork dates:

09/30/13 - 10/11/13

Weighting specs:

Each of the survey samples are weighted to match
U.S. Census Bureau data for adults aged 18-64 with
respect to gender, age bracket and region.

At the 95% confidence interval:
Survey margin of error: Total Hispanic sample (n=500) +/- 4.5%
Non-Hispanic augment (n=300) +/- 5.8%
2
Survey Results: Shopping Behaviors

1

3
Holiday Shopping Trips
Inclined to make more trips: Spanish Dominant/Bilingual, With Kids, HHI>40K

6%

20%

3% 

5%

5%

10% 

16%

17%

9%

14%
29%

63% 

64%

I don’t make any holiday shopping trips

All Hispanics

Spanish
dominant

Bilingual

22%

68%

81%

80%

78% 

English
dominant

All at once

Any kids

3% 

19%

26%

73%

10%

78%

Several trips

No kids

HHI <$40k

Q: Now we would like to ask you about holiday shopping. Do you usually make several holiday shopping trips or try to do it all at once?
Base: All respondents (n=500 Hispanics).  indicates significant differences (95% confidence).

HHI $40k+
Holiday Shopping Behaviors: Social Media
Hispanics are significantly more likely than Non-Hispanics to text friends about good deals they find

Younger Hispanics and Spanish Dominant
Hispanics are significantly more likely to both
text friends about good deals they find and to
share good deals they find on social media sites.

Age 18-34

Age 35+

70% 

63% 

59% 

51% 

Text your friends about
good deals you find.

Hispanics / Non-Hispanics
Top Two Box

Share good deals
on social media sites

very likely/somewhat likely

Spanish dominant

64%



54%

57%

58%

74%


Bilingual

English dominant

69%

66%



53% 

62%
41% 

Hispanics

NonHispanics

Text your friends about
good deals you find.

H

NH

Share good deals
on social media sites

Text your friends about
good deals you find.

Share good deals
on social media sites
Hispanics
Top Two Box

very likely/somewhat likely

Q: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).
Survey Results: Holiday Travel

2

6
Holiday Travel
A solid majority of Hispanic holiday shoppers anticipate traveling by car more than two hours
from home during the holidays this year, compared to just 41% of non-Hispanics.

Yes
53%


Hispanics



No
47%

Yes
41%
No
59%

Non-Hispanics

Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).
Holiday Travel
The likelihood of traveling more than two hours from home during the holidays is significantly higher
among men, younger Hispanics and those who primarily or exclusively speak Spanish at home.
.

Percent of Hispanic Holiday Shoppers

70%

67%
61%

61%









54%

53%



48%

45%





44%

38%





All
Hispanics

Men

Women Age 18-34 Age 35+

Spanish Bilingual English
dominant
dominant

Moms

Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).

Dads
Survey Results: Online Shopping Intent

3

9
Online Shopping Intent
Hispanic consumers are only slightly less likely than non-Hispanics to have plans to do
some of their holiday shopping online this season.

84%

No
18%

80%

76%

Yes
82%

Hispanics

low

medium

high

Acculturation Level

Q: Will you do at least some of your Christmas shopping online this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
Online Shopping Intent
Plans to shop online for holiday gifts peak among men, bilingual Hispanics and parents.

Nearly all Hispanic fathers surveyed (95%) plan
to do at least some of their holiday shopping
online this year.

Percent of Hispanic Holiday Shoppers
95%



Women



Men



78%


76%

80%

Spanish Bilingual English Any kids
dominant
dominant

76%

79%



All
Hispanics

86%







82%



89%

88%

No kids

Q: Will you do at least some of your Christmas shopping online this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).

Moms

Dads
Online Shopping Intent
On average, Hispanics are on par with their non-Hispanic counterpart about their plans
for holiday online shopping.

Percent of Holiday Shopping Plan to Do Online
Average Share
Hispanics: 41%
Non-Hispanics: 42%

Hispanics
Non-Hispanics

23%

49%
46%

25%


21%
18%


9%

Less than 25%

25% to less than 50% 50% to less than 75%

8%

75% or more

Q: What percentage of your total holiday shopping do you plan to do online?
Base: Plan to do some shopping online (n=383 Hispanics and n=249 non-Hispanics).  indicates statistically significant differences (95% confidence).
Sample Profile

appendix

13
Copy Test Sample Profile
Metric
Male*
Female*

Hispanics
n=500

NonHispanics
n=300

50%
50%

50%
50%

Metric
Born in the U.S.
Moved here
Average years living in U.S.

Hispanics
n=500

NonHispanics
n=300

64%
36%

91%
9%

28

39

9%
10%
13%
11%
8%
12%
6%
7%
6%
11%
7%
$59
$45

7%
12%
13%
13%
11%
11%
6%
6%
7%
9%
5%
$57
$43

Age*
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Mean age
Median age

20%
27%
24%
18%
12%
37
35

15%
21%
20%
23%
22%
41
41

Census Region*
Northeast
Midwest
South
West

15%
9%
36%
40%

19%
24%
37%
20%

Household Income:
Less than $10,000
$10,000 to less than $20,000
$20,000 to less than $30,000
$30,000 to less than $40,000
$40,000 to less than $50,000
$50,000 to less than $60,000
$60,000 to less than $70,000
$70,000 to less than $80,000
$80,000 to less than $100,000
$100,000 or more
Prefer not to state
Average income ($000)
Median income ($000)

* Weighted to 50:50 gender ratio and U.S. Census benchmarks for Hispanic and non-Hispanic adults age 18-64.

14
Copy Test Sample Profile
Hispanics
n=500

Metric

NonHispanics
n=300

Marital Status:

None
Grade school
Some high school
High school graduate
Some College, but no degree
Trade or technical school
Graduated 2-year College
Graduated 4-5 year College
Post Graduate Degree

1%
6%
22%
24%
7%
10%
25%
5%

<1%
5%
28%
26%
6%
9%
20%
6%

Employment Status:
Employed (net)
Work full-time
Work part-time
Self-employed/bus. owner
Full-time Homemaker
Retired
Student, not employed
Currently unemployed
Unable to work/Disabled

63%
44%
12%
7%
10%
3%
6%
13%
5%

60%
36%
15%
9%
12%
6%
5%
11%
6%

Metric
Educational Attainment:

Married
Single
Separated/divorced
Living with partner
Widowed
Prefer not to answer

52%
28%
9%
8%
2%
1%

50%
29%
9%
10%
2%
<1%

Average household size

3.3

3.0

No children <18 present
Any children <18 present

44%
56%

56%
44%

Ages of children:^
Children under 6
Children 6-12
Children 13-17

Hispanics
n=500

NonHispanics
n=300

51%
49%
38%

47%
45%
42%

^ Among those with any children present

15
Copy Test Sample Profile
Metric

Hispanics
n=500

Cultural Identification:
Much closer to Hispanic/Latino
Somewhat closer to Hispanic/Latino
Equally close to both cultures
Somewhat closer to U.S. Culture
Much closer to U.S. Culture

Metric

Hispanics
n=500

Language Spoken at Home:
28%
12%
37%
10%
12%

Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only

11%
25%
25%
19%
21%

Survey completed in Spanish:

24%

Hispanic Origin:
Mexican
Mexican American
Puerto Rican
South American

30%
28%
19%
11%

Cuban

10%

Central American

6%

Dominican

4%

Overall Media Language Preference:
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only

8%
11%
35%
23%
24%

Acculturation:
Low Acculturation
Medium Acculturation
High Acculturation

18%
55%
27%

16
CONTACT
INFO:

2100 W. Magnolia Blvd.
Suite A-B
Burbank, CA 91506
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
818-843-0220 x102
roy@thinknowresearch.com

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Hispanic holiday shopping report 2013

  • 2. Omnibus Research Methodology Method: ThinkNow Research Hispanic Omnibus Online Survey Sample profile: 100% Hispanics 18-64 + Non-Hispanic 18-64 Augment Sample size: Hispanic Sample: 500 / Non-Hispanic Sample: 300 Geography: Nationwide Fieldwork dates: 09/30/13 - 10/11/13 Weighting specs: Each of the survey samples are weighted to match U.S. Census Bureau data for adults aged 18-64 with respect to gender, age bracket and region. At the 95% confidence interval: Survey margin of error: Total Hispanic sample (n=500) +/- 4.5% Non-Hispanic augment (n=300) +/- 5.8% 2
  • 3. Survey Results: Shopping Behaviors 1 3
  • 4. Holiday Shopping Trips Inclined to make more trips: Spanish Dominant/Bilingual, With Kids, HHI>40K 6% 20% 3%  5% 5% 10%  16% 17% 9% 14% 29% 63%  64% I don’t make any holiday shopping trips All Hispanics Spanish dominant Bilingual 22% 68% 81% 80% 78%  English dominant All at once Any kids 3%  19% 26% 73% 10% 78% Several trips No kids HHI <$40k Q: Now we would like to ask you about holiday shopping. Do you usually make several holiday shopping trips or try to do it all at once? Base: All respondents (n=500 Hispanics).  indicates significant differences (95% confidence). HHI $40k+
  • 5. Holiday Shopping Behaviors: Social Media Hispanics are significantly more likely than Non-Hispanics to text friends about good deals they find Younger Hispanics and Spanish Dominant Hispanics are significantly more likely to both text friends about good deals they find and to share good deals they find on social media sites. Age 18-34 Age 35+ 70%  63%  59%  51%  Text your friends about good deals you find. Hispanics / Non-Hispanics Top Two Box Share good deals on social media sites very likely/somewhat likely Spanish dominant 64%  54% 57% 58% 74%  Bilingual English dominant 69% 66%  53%  62% 41%  Hispanics NonHispanics Text your friends about good deals you find. H NH Share good deals on social media sites Text your friends about good deals you find. Share good deals on social media sites Hispanics Top Two Box very likely/somewhat likely Q: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).
  • 7. Holiday Travel A solid majority of Hispanic holiday shoppers anticipate traveling by car more than two hours from home during the holidays this year, compared to just 41% of non-Hispanics. Yes 53%  Hispanics  No 47% Yes 41% No 59% Non-Hispanics Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence).
  • 8. Holiday Travel The likelihood of traveling more than two hours from home during the holidays is significantly higher among men, younger Hispanics and those who primarily or exclusively speak Spanish at home. . Percent of Hispanic Holiday Shoppers 70% 67% 61% 61%     54% 53%  48% 45%   44% 38%   All Hispanics Men Women Age 18-34 Age 35+ Spanish Bilingual English dominant dominant Moms Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics).  indicates statistically significant differences (95% confidence). Dads
  • 9. Survey Results: Online Shopping Intent 3 9
  • 10. Online Shopping Intent Hispanic consumers are only slightly less likely than non-Hispanics to have plans to do some of their holiday shopping online this season. 84% No 18% 80% 76% Yes 82% Hispanics low medium high Acculturation Level Q: Will you do at least some of your Christmas shopping online this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
  • 11. Online Shopping Intent Plans to shop online for holiday gifts peak among men, bilingual Hispanics and parents. Nearly all Hispanic fathers surveyed (95%) plan to do at least some of their holiday shopping online this year. Percent of Hispanic Holiday Shoppers 95%  Women  Men  78%  76% 80% Spanish Bilingual English Any kids dominant dominant 76% 79%  All Hispanics 86%    82%  89% 88% No kids Q: Will you do at least some of your Christmas shopping online this year? Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence). Moms Dads
  • 12. Online Shopping Intent On average, Hispanics are on par with their non-Hispanic counterpart about their plans for holiday online shopping. Percent of Holiday Shopping Plan to Do Online Average Share Hispanics: 41% Non-Hispanics: 42% Hispanics Non-Hispanics 23% 49% 46% 25%  21% 18%  9% Less than 25% 25% to less than 50% 50% to less than 75% 8% 75% or more Q: What percentage of your total holiday shopping do you plan to do online? Base: Plan to do some shopping online (n=383 Hispanics and n=249 non-Hispanics).  indicates statistically significant differences (95% confidence).
  • 14. Copy Test Sample Profile Metric Male* Female* Hispanics n=500 NonHispanics n=300 50% 50% 50% 50% Metric Born in the U.S. Moved here Average years living in U.S. Hispanics n=500 NonHispanics n=300 64% 36% 91% 9% 28 39 9% 10% 13% 11% 8% 12% 6% 7% 6% 11% 7% $59 $45 7% 12% 13% 13% 11% 11% 6% 6% 7% 9% 5% $57 $43 Age* 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Mean age Median age 20% 27% 24% 18% 12% 37 35 15% 21% 20% 23% 22% 41 41 Census Region* Northeast Midwest South West 15% 9% 36% 40% 19% 24% 37% 20% Household Income: Less than $10,000 $10,000 to less than $20,000 $20,000 to less than $30,000 $30,000 to less than $40,000 $40,000 to less than $50,000 $50,000 to less than $60,000 $60,000 to less than $70,000 $70,000 to less than $80,000 $80,000 to less than $100,000 $100,000 or more Prefer not to state Average income ($000) Median income ($000) * Weighted to 50:50 gender ratio and U.S. Census benchmarks for Hispanic and non-Hispanic adults age 18-64. 14
  • 15. Copy Test Sample Profile Hispanics n=500 Metric NonHispanics n=300 Marital Status: None Grade school Some high school High school graduate Some College, but no degree Trade or technical school Graduated 2-year College Graduated 4-5 year College Post Graduate Degree 1% 6% 22% 24% 7% 10% 25% 5% <1% 5% 28% 26% 6% 9% 20% 6% Employment Status: Employed (net) Work full-time Work part-time Self-employed/bus. owner Full-time Homemaker Retired Student, not employed Currently unemployed Unable to work/Disabled 63% 44% 12% 7% 10% 3% 6% 13% 5% 60% 36% 15% 9% 12% 6% 5% 11% 6% Metric Educational Attainment: Married Single Separated/divorced Living with partner Widowed Prefer not to answer 52% 28% 9% 8% 2% 1% 50% 29% 9% 10% 2% <1% Average household size 3.3 3.0 No children <18 present Any children <18 present 44% 56% 56% 44% Ages of children:^ Children under 6 Children 6-12 Children 13-17 Hispanics n=500 NonHispanics n=300 51% 49% 38% 47% 45% 42% ^ Among those with any children present 15
  • 16. Copy Test Sample Profile Metric Hispanics n=500 Cultural Identification: Much closer to Hispanic/Latino Somewhat closer to Hispanic/Latino Equally close to both cultures Somewhat closer to U.S. Culture Much closer to U.S. Culture Metric Hispanics n=500 Language Spoken at Home: 28% 12% 37% 10% 12% Spanish only Spanish mostly Spanish and English equally English mostly English only 11% 25% 25% 19% 21% Survey completed in Spanish: 24% Hispanic Origin: Mexican Mexican American Puerto Rican South American 30% 28% 19% 11% Cuban 10% Central American 6% Dominican 4% Overall Media Language Preference: Spanish only Spanish mostly Spanish and English equally English mostly English only 8% 11% 35% 23% 24% Acculturation: Low Acculturation Medium Acculturation High Acculturation 18% 55% 27% 16
  • 17. CONTACT INFO: 2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 Main Phone: 877-200-2710 Mario X. Carrasco, M.A. 818-843-0220 x101 mario@thinknowresearch.com Roy Eduardo Kokoyachuk, MBA 818-843-0220 x102 roy@thinknowresearch.com