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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Baby boomers — those aged 55 plus — are often stigmatized for being behind the times when it comes to technology and the digital world. According to the results of a new survey conducted by Thrive Analytics and released by the Local Search Association, this generation — including Boomers and Seniors — are embracing mobile as a local shopping companion.

Our Consumer Commerce Monitor? survey data supports many of the results highlighted in that study. When it comes to smartphone use, according to the Local Search Association’s study, 69 percent of baby boomers and seniors use their smartphone at in-store locations for local shopping. Our CCM data supports their find with 61 percent of our respondents using smartphone for local shopping at in-store locations.

Our CCM results also showed that 47 percent of baby boomers and seniors use their smartphones at least once a week for local shopping. The Local Search Association’s study outlined that baby boomer and senior smartphone users said that price comparisons and discounts were their top reasons for searching via their mobile devices while shopping in-store (50 percent of baby boomers & seniors).

According to CCM, Baby boomers are also far more likely to use mostly search engines on smartphones or tablets when compared to mobile apps for local shopping (66 percent vs. 4 percent). They’re also more likely than other age groups to shop in-person.

SMBs and national brands need to retire the notion that baby boomers are not a “connected“demographic. Our data shows that advertisers need to learn how best to adapt their mobile strategies to reach this older and more experienced demographic. Mobile continues to shake up the local shopping chain but and leaves opportunities for SMBs to engage with their customers in a new innovative ways.

Learn more about Consumer Commerce Monitor here.

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Millennials sometimes get a bad rap for being the disinterested and out of touch generation. But BIA/Kelsey survey data actually pegs them as the most in-touch (literally). When it comes to smartphone, tablet, and social networking they blow their gen-x and baby boomer forbearers out of the water.

Millennials — those between 18-34 — use digital devices more than ever. According to BIA/Kelsey’s Consumer Commerce Monitor™ survey, 56 percent said that they have interacted with social media in the past 6 months at some point in the purchase funnel. 32 percent made purchases online.

Generation X — those between 35-54 — report that among types of local businesses, they rely heavily on social media for restaurant choices, but trust family and friends most for local shopping decisions. They also reported online search as their number one source for information on local shopping.

Baby boomers — those 55 and older — are more likely than other age groups to own printed yellow pages. However, yellow pages are not among their top five sources of information for local shopping (i.e. retail and product info). They’re also more likely than other age groups to shop in-person.

Many SMBs are still trying to understand how to deliver content to consumers at various age groups. All three age groups reported to have purchased more in store than online. Along with e-commerce efforts, it is essential that local businesses incorporate social strategies to get consumers into the store. It’s often forgotten that 93 percent of U.S. retail spending is done offline (as opposed to e-commerce).

Social campaigns are effective for SMBs to drive in store purchases when targeting both 18-34 and 35-54 year-old age groups. Marketing campaigns must include traditional media: 55 and older consumers use devices to inform local shopping decisions; but they’re more likely to use traditional media for local business information.

Learn more about Consumer Commerce Monitor here.

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Smartphones are becoming increasingly more involved in the shopping process with a lot of technology coming out that is slowly starting to enable smartphones to replace credit cards, loyalty cards and much more. When asked about the use of smartphone scanned code loyalty programs, 27.2% of men were a part of loyalty programs that allowed them to register their purchases in this way while only 16.6% of women were part of one. Men are also twice as likely to have a digital wallet than women and 38.7% of men who use a smartphone when shopping locally have occasionally or often used a smartphone to scan a bar-code.

Not only are men quicker to adopt new functions for their mobile device in-terms of shopping locally than women, but those who use their mobile devices for shopping locally do so more frequently. Of the male respondents, 36.4% use tablets for local shopping once a day (or more) compared to only 29.0% of women and 43.1% of men use smartphones once a day (or more) compared to only 38.0% of women.

Want to know more about advertising to male vs. female consumers? Stay tuned for more details on BIA/Kelsey’s upcoming spotlight deck about our gender specific findings from our Consumer Commerce Monitor.

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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.

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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.

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