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Businesses wanting to increase their mobile sales this holiday season should try targeting more Hispanic shoppers, new research finds.
Hispanic consumers in the United States are more likely than non-Hispanic shoppers to make purchases via a smartphone or tablet, according to a new report from eMarketer. The research from August revealed that 52 percent of Hispanic shoppers purchased clothes on a mobile a device in the past month, compared to just 38 percent of non-Hispanic consumers. Additional areas where Hispanics outpaced others in their mobile shopping this summer included electronics, music and movie tickets.
In addition to making purchases, U.S. Hispanic consumers are also more prone to using their mobile devices to conduct research on products before buying something. The report discovered that 53 percent of Hispanic mobile buyers looked for online product reviews on their smartphones and tablets when considering a purchase, compared to only 44 percent of non-Hispanic consumers.
Hispanic shoppers also frequently look to expert product ratings when conducting research on mobile devices, according to the research. Specifically, 36 percent of Hispanic mobile buyers search for an expert's advice when deciding whether or not to make a purchase, compared with just 26 percent of non-Hispanics.
Social media and online videos about products are the other top sources of online information Hispanic shoppers use for research on potential purchases.
Overall, nearly half of all U.S. shoppers make purchases via a smartphone or tablet. The report points to a September study by cloud commerce provider Avangate, which found that 48 percent of all U.S. Internet users have never used their mobile device to make a purchase. The research shows that safety concerns are the largest fear holding consumers back from doing more mobile shopping.
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