Research on how Hispanics use mobile when shopping to be shared at Hispanicize 2012.
Cross Cultural advertising agency Sensis, teamed with digital agency White Horse to look at how Hispanics use their smartphones in retail settings. The results of the first chapter in this study will be revealed this week at Hispanicize 2012.
Sensis and White Horse will release “Hispanic In-Store Mobile Experience: Social Shopping,” a study breaking down how Hispanics shop combined with their use of smartphones and mobile devices in retail settings.
“Hispanics rarely, if ever shop alone,” Sensis President José Villa said. “They also over-index in their use of social media and the Web, and much of that usage is through smartphones. This gives retailers an opportunity to craft unique experiences for their Hispanic customers. Hispanicize 2012 is the perfect place to share what we learned with our partners at White Horse.”
Villa and Sensis Analytics Director Ramiro Padilla will present the findings April 12 in Miami at Hispanicize 2012. Hispanicize is the annual event for Latino trendsetters and newsmakers in social media, marketing, entertainment and innovation.
White Horse previously performed independent studies providing insight into “in-aisle” mobile experiences like comparison shopping, scanning, and product research. To take that research a step further, it enlisted the multicultural expertise of Sensis to take a focused look at Hispanics, the fastest growing segment of the U.S. population.
“The Hispanic market is significant, and since Hispanics are more likely to access the mobile Web than are general market mobile consumers, the opportunity for retail marketers is huge,” White Horse Principal Jennifer Modarelli said. “Our report is designed to help those marketers more fully serve this audience by adapting mobile experiences to their in-store social shopping behavior.”
“Hispanic In-Store Mobile Experience: Social Shopping,” which includes statistics, insight, and marketing recommendations, will be available April 12 at www.HispanicMobileReport.com.
Categories: NGLC Conference