“Chapter 1: Social Shopping” is the first of 3 planned reports that present our findings and recommendations. It addresses one of the more pronounced dimensions of Hispanic experience relative to the general market: the importance of social shopping, i.e. having shopping companions.

1. 1

2. Hispanic In-store Mobile
Experience
Social Shopping
2

3. Hispanics over-index in in smartphone usage
Hispanics over-index smartphone usage
45%
34%
Hispanic General Market
#HispanicMobile

4. Hispanics over-index in social media activity
Hispanics over-index in social media activity
26.8%
8.5%
Hispanic General Market
#HispanicMobile
4 Spend 6 hours or more on social media sites daily

5. Mobile
#HispanicMobile

6. Mobile
+ Social
#HispanicMobile

7. Mobile
+ Social
+ Some $$
=
#HispanicMobile

8. 68.4%
#HispanicMobile

9. % of Hispanics who prefer
68.4% to shop with others
#HispanicMobile

10. Every day
purchases ≠ Big Ticket
Items
#HispanicMobile
10

11. Every day purchases
#HispanicMobile

12. Every day purchases
• Spouse
• Children
#HispanicMobile

13. Every day purchases
• Spouse
• Children
• Assist w/ shopping
• Fun / bonding
#HispanicMobile

14. Big ticket items
#HispanicMobile

15. Big ticket items
• Friends
• Siblings
#HispanicMobile

16. Big ticket items
• Friends
• Siblings
• Advice
• Approval
• Consensus
#HispanicMobile

17. At the
store
#HispanicMobile
17

18. Top activities while shopping at a store Store
Top Activities While Shopping at a
Chart page 11
#HispanicMobile

19. Hispanics are less
interested in
product reviews
Why is
that?
#HispanicMobile
19

20. Shopping
companions
mitigate this
need
#HispanicMobile
20

21. Problem
#HispanicMobile
21

22. Single-
centric
#HispanicMobile
22

23. Our Recommendation…
#HispanicMobile
23

24. MAKE
IT
SOCIAL!
#HispanicMobile
24

25. • Enable in-aisle mobile shopping
#HispanicMobile
25

26. • Enable in-aisle mobile shopping
• Include shoppers’ companions
in mobile experience design
#HispanicMobile
26

27. • Enable in-aisle mobile shopping
• Include shoppers’ companions
in mobile experience design
• Single-device, multi-user
• Multi-device, multi-user
#HispanicMobile
27

28. Imagine grocery shopping…
#HispanicMobile
28

29. • Free, fast WiFi
#HispanicMobile

30. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
#HispanicMobile

31. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
• Multi-user shopping list
#HispanicMobile

32. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
• Multi-user shopping list
• Shared decision-making (thumbs up/down)
#HispanicMobile

33. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
• Multi-user shopping list
• Shared decision-making (thumbs up/down)
#HispanicMobile

34. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
• Multi-user shopping list
• Shared decision-making (thumbs up/down)
• Real-time, shared calculator (inc. taxes!)
#HispanicMobile

35. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
• Multi-user shopping list
• Shared decision-making (thumbs up/down)
• Real-time, shared calculator (inc. taxes!)
• Location-aware store map
#HispanicMobile

36. • Free, fast WiFi
• Store app that features:
• Group communication (voice or text)
• Multi-user shopping list
• Shared decision-making (thumbs up/down)
• Real-time, shared calculator (inc. taxes!)
• Location-aware store map
• Real-time deals based on purchases
#HispanicMobile

37. Wouldn’t that
be nice?
#HispanicMobile
37

38. Chapter 1: Social Shopping
Chapter 2: The Deals Ethic
Chapter 3: The Role of Culture
#HispanicMobile
38

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