Univision Survey: Hispanics More Loyal to National Brands

By John Consoli -- Broadcasting & Cable, 1/8/2013 1:55:44 PM

A new survey produced by Univision and AMG Strategic Advisors finds that Hispanics are more loyal to national brands than the general population, and are more than twice as likely to switch back to national brands when their financial situation improves.

Other findings of the survey are that Hispanics tend to shop together as a family, are heavy users of digital and social media, use media and technology to help with grocery shopping, spend more on food with a higher average monthly food budget than the general population, prefer to be reached by marketers at least some of the time in their native language and are optimistic despite economic challenges.

The survey, titled "The Why? Behind the Hispanic Buy," sampled 1,012 Hispanic shoppers via AMG parent company Acosta Sales & Marketing's proprietary ShopperF1rst online and face-to-face interviews, which were available to respondents in both Spanish and English translations.

Such surveys have great importance and immediacy, given that they shed light on Hispanic consumers. Hispanic buying power in the U.S. was measured at $1 trillion in 2010 and is expected to grow to $1.5 trillion by 2015.

In regard to brand names when shopping, about three-fourths of Hispanics create shopping lists, and these lists are twice as likely to include a brand name, the survey finds. Hispanics also appear to be less committed to store brands, with 39% indicating they would likely resume buying more national brands than store brands when the economy or their financial situation improves.

When Hispanics shop, they do so with at least one other person nearly 80% of the time, the survey found, and more than half of Hispanics with children take them shopping. While 46% of the general population shops alone, only 22% of Hispanics do. During the past year, Hispanic shoppers frequented dollar stores, mass merchandisers and grocery stores more than the general population. Meanwhile, both Hispanics and all U.S. shoppers reported a decline in trips to drug, convenience and natural food/organic stores.

The survey found that on a routine shopping trip, the average Hispanic family spends $111.50, while the average family among the general population spends $98.20.

The survey also found that Hispanics are heavier users of text messaging, mobile websites, tablets, smartphones and mobile apps than the general population. Using technology is based both on Hispanics' desire to stay in touch with family and friends and also to share information. According to the survey, 51% of Hispanics have smartphones compared to 41% of the general population; 47% of Hispanics regularly text message compared to 42% of the general population; 30% of Hispanics stream music from websites compared to 24% of the general population; 29% of Hispanics use streaming websites compared to 24% of the general population; and 19% of Hispanics regularly use a mobile app, compared to 14% of the general population.

Hispanics also cook more at home and eat more natural and organic foods. The survey found 62% of Hispanics frequently cook their meals at home, compared to 52% of the general population; 24% of Hispanics prepare specific meals requested by family members compared to 14% of the general population; 38% of Hispanics eat natural foods compared to 27% of the general population; and 31% of Hispanics eat organic food compared to 22% of the general population.

Hispanics are more likely to visit product review sites, local review sites and cooking or recipe sharing sites, the survey found. They are also early adopters of new technologies, ahead of the general population, and they surpass U.S. millennial and Gen X shoppers in their use of sophisticated interactive tools for social networking.

U.S. Hispanics relate to both American and Hispanic culture but they use their native language to stay connected to their Hispanic roots. The majority of Hispanics understand English, with a slight drop among the 65 and older demo, the survey found. Also, there is a strong preference for Spanish-language media among Hispanic millennials.

Overall, only 28% of Hispanics say they speak Spanish more than English. Another 57% say they speak both an equal amount and 15% say they speak English only.

When asked what language they prefer when watching TV, reading magazines and newspapers and listening to the radio, and 28% of Hispanic millennials 18-34 said Spanish more than English; 52% said both in Spanish and English; and 20% said in just English.

Finally, Hispanics are more optimistic about their economic future than the general population. When asked if they expect any change in total household income in the coming year, 32% said they expect a positive change, compared to 22% of the general population.