Now ranging in age from 18 to 34, Millennials are the first digitally native age group. They are also America’s most racially diverse generation. The Hispanic subgroup of this generation in fact are trailblazers when it comes digital media consumption.

According to BIA/Kelsey’s Consumer Commerce Monitor Study (CCM), Hispanic Millennials report higher likelihood of digital shopping activities than non-Hispanic Millennials. For example, they’re more likely to go online to qualify local purchases than non-Hispanic Millennials (33.3 percent vs. 26.1 percent).

Hispanic Millennials also report using devices when shopping for local products and services more frequently than non-Hispanic Millennials, with 30 percentof Hispanic consumers reporting they use a tablet daily for local shopping, and 40 percent report using a smartphone

Other Key findings from the study include: Hispanic Millennials:

— Used an average of 6.3 app for local shopping activities versus 3.4 app that non-Hispanic Millennials used for local shopping.

— Reported checking into a local business at least once within the last 6 months at a rate of 76.1 percent versus only 57.7 percent of non-Hispanic Millennials who checked in at local business.

— Reported increases in their social media use for local shopping in the last 6 months by 55.3 PERCENT Hispanic Millennials vs. 31.6 percent non-Hispanic Millennials.

The Hispanic Millennial Generation is the intersection of two groups which over index on digital and mobile technology adoption. Further understanding the Hispanic Millennial Consumer will help marketers and SMBs understand how early trends in our digital shopping future will go. Hispanic Millennials are on the forefront of digital.

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On yesterday’s “Hispanic Consumers Buy into Digital for Local Shopping” webinar, I joined BIA/Kelsey’s chief economist, Dr. Mark Fratrik, and our head of business development Steve Passwaiter, to examine what the new Consumer Commerce Monitor survey (CCM) reveals about Hispanic consumers’ local shopping trends, social media and mobile usage.

Hispanic consumers report using mobile devices when shopping for local products and services more frequently than non-Hispanic consumers, with 52.5% of Hispanic consumers reported using a tablet daily for local shopping, and 42.5% reported using a smartphone.

When Hispanics shop locally they use social media more than non-Hispanic consumers; and when shopping they interact more with social media, 46% vs. 41% (in the last 6 months). Hispanic consumers’ rank Facebook, YouTube and Twitter as the most used social media sites. When they use social sites for local shopping, Hispanic consumers rank Facebook as their top source followed by YouTube and Google+. This is indicative of the social network landscape, with Facebook being the 800 pound gorilla in the room.

When using social media for local shopping, Hispanic consumers index higher than non-Hispanics on all social media networks, except Facebook, with 61% of Hispanics and 67% of non-Hispanics (see chart below) reporting they use Facebook for local shopping. Facebook again far outpacing all of the social networks in the space. This is a clear indicator that Facebook must be a part of a business social engagement strategy.

Key takeaways from the webinar included:

— Mobile and social advertising is vital to establishing a relationship with Hispanic consumers as they heavily use these channels to compare, browse and purchase local products and services.

— Social campaigns are tremendously effective for local businesses to drive in store purchases.

— Mobile campaigns must include social and loyalty elements as Hispanics use devices to shop locally and are more loyal to local businesses than the non-Hispanics.

— TV ads with a digital component (mobile and/or social) absolutely help influence purchases more than TV ads alone.

Webinar recording and downloadable slide deck for “Hispanic Consumers Buy into Digital for Local Shopping” are available here.

Interested in learning more about Consumer Commerce Monitor? Check out BIA/Kelsey’s CCM page.

The post Hispanics Consumers are Mobile, Social and Loyal Local Shoppers appeared first on BIA/Kelsey - Local Media Watch.

According to Dr. Fratrik, Hispanic consumers surveyed showed “a greater use of digital devices and using them for local shopping behavior. One driving force for this overall result is the younger age distribution (in our sample and in the U.S. overall) of the Hispanic community, as compared to the non-Hispanic community. I was also particularly struck by the percentages of Hispanics (vs. non-Hispanics) who use these digital devices every day for local shopping.”

As you can see in the chart above, Hispanic consumers are more likely to have adopted mobile devices and use them daily for shopping for local products and services than non-Hispanic consumers.

— Tablet: 23.6% Hispanics vs. 15.5% non-Hispanics
— Smartphone: 48.5% Hispanics vs 32% non-Hispanics

When using social media for local shopping, Hispanic consumers index higher than non-Hispanics on all social media networks, except Facebook, with 61% of Hispanics and 67% of non-Hispanics reporting they use Facebook for local shopping. Other social networks used for local shopping include:

— YouTube: 17.7% by Hispanics vs. 10.3% by non-Hispanics

— Yahoo: 16.8% by Hispanics vs. 16.4% by non-Hispanics

— Google+: 11.9% by Hispanics vs. 10.8% by non-Hispanics

— Twitter: 11.1% by Hispanics vs. 6.7% by non-Hispanics

Despite their heavy social media use, 83.2% of Hispanic consumers list family and friends as their most trustworthy source for local shopping information.

Webinar details and online registration for “Hispanic Consumers Buy Into Digital for Local Shopping” are available here.

Interested in learning more about Consumer Commerce Monitor? Check out BIA/Kelsey’s CCM page.

The post A Sneak Peek at “Hispanic Consumers Buy Into Digital for Local Shopping” Webinar appeared first on BIA/Kelsey - Local Media Watch.

According to Dr. Fratrik, Hispanic consumers surveyed showed “a greater use of digital devices and using them for local shopping behavior. One driving force for this overall result is the younger age distribution (in our sample and in the U.S. overall) of the Hispanic community, as compared to the non-Hispanic community. I was also particularly struck by the percentages of Hispanics (vs. non-Hispanics) who use these digital devices every day for local shopping.”

As you can see in the chart above, Hispanic consumers are more likely to have adopted mobile devices and use them daily for shopping for local products and services than non-Hispanic consumers.

— Tablet: 23.6% Hispanics vs. 15.5% non-Hispanics
— Smartphone: 48.5% Hispanics vs 32% non-Hispanics

When using social media for local shopping, Hispanic consumers index higher than non-Hispanics on all social media networks, except Facebook, with 61% of Hispanics and 67% of non-Hispanics reporting they use Facebook for local shopping. Other social networks used for local shopping include:

— YouTube: 17.7% by Hispanics vs. 10.3% by non-Hispanics

— Yahoo: 16.8% by Hispanics vs. 16.4% by non-Hispanics

— Google+: 11.9% by Hispanics vs. 10.8% by non-Hispanics

— Twitter: 11.1% by Hispanics vs. 6.7% by non-Hispanics

Despite their heavy social media use, 83.2% of Hispanic consumers list family and friends as their most trustworthy source for local shopping information.

Webinar details and online registration for “Hispanic Consumers Buy Into Digital for Local Shopping” are available here.

Interested in learning more about Consumer Commerce Monitor? Check out BIA/Kelsey’s CCM page.

The post A Sneak Peek at "Hispanic Consumers Buy Into Digital for Local Shopping" Webinar appeared first on BIA/Kelsey - Local Media Watch.

When Hispanics shop locally they use social media more than non-Hispanic consumers; and when shopping they interact more with social media, 46% vs. 41% (in the last 6 months). Hispanic consumers’ rank Facebook, YouTube and Twitter as the most used social media sites. When they use social sites for local shopping, Hispanic consumers rank Facebook as their top source followed by YouTube and Google+.

Despite Hispanic consumers relying on social media and mobile devices while shopping locally, recommendations from friends and family still ranked as the most trustworthy source of information on local products and services (83%), followed by Facebook friends (56%).

According to the survey, Hispanic consumers are more likely to have adopted mobile devices and use them daily for shopping for local products and services than non-Hispanic consumers.
— Tablet: 23.6% Hispanics vs. 15.5% non-Hispanics
— Smartphone: 48.5% Hispanics vs 32% non-Hispanics

Hispanic consumers report using mobile devices when shopping for local products and services more frequently than non-Hispanic consumers. 52.5% of Hispanic consumers reported using a tablet daily for local shopping, and 42.5% reported using a smartphone. In contrast, 29% of non-Hispanics report using a tablet daily for local shopping and 38% use their smartphone. “One driving force for this overall result is the younger age distribution (in our sample and in the U.S. overall) of the Hispanic community, as compared to the non-Hispanic community,” said Dr. Mark Fratrik, BIA/Kelsey’s Senior Vice President and Chief Economist.

BIA/Kelsey will present data on Hispanic digital media usage and local shopping behaviors from its Consumer Commerce Monitor study during a free webinar this Thursday, February 27th.

Interested in learning more about Consumer Commerce Monitor? Check out BIA/Kelsey’s CCM page.

The post Social and Mobile Advertising are Vital in Reaching Hispanic Consumers appeared first on BIA/Kelsey - Local Media Watch.