©2013 eMarketer Inc. A P R I L Hispanic Grocery Shoppers: The Digital Habits of a Highly Social Demographic For more information on this subject, see the related report at Patricia Orsini

©2013 eMarketer Inc. The 2010 US Census counted a 43% jump in the Hispanic population from It projects Hispanics will make up nearly one-third of US residents by 2060

©2013 eMarketer Inc. Hispanics spend more per grocery trip than the US population overall

©2013 eMarketer Inc. Hispanics are more likely than the average shopper to shop with family members in tow. “This is one way [Hispanic] families bond,” said an agency executive

©2013 eMarketer Inc. By 2017, 76.6% of US Hispanics will be users of social networks

©2013 eMarketer Inc. Social networks are more than just a way to communicate with family  “Posting on Facebook, creating a blog, sharing original content or retweeting content, Hispanics are way more likely than non-Hispanics” to express opinions about products via social networks, said SMG Multicultural’s Marla Skiko.  “Facebook has the highest effective reach in getting to the Hispanic consumer. If you’re not playing in social networking, you’re not reaching the Latino market,” said Kimberly-Clark’s Lizette Williams.  Post Foods’ Hispanic-specific Honey Bunches of Oats Facebook page has three times the engagement level of its non-Hispanic page.

©2013 eMarketer Inc. Hispanic smartphone owners are more apt to shop for CPG products with the device

©2013 eMarketer Inc. Hispanic millennials are more likely to use digital tools to help with trip planning and product selection when shopping for groceries

©2013 eMarketer Inc. Does this shopping behavior translate into online sales for CPG brands? “Even if they don’t buy online, [Hispanics] use all the information they garnered in the research process to make the final decision in-store.” —Marla Skiko, SMG Multicultural “Their use of online is more informational than transactional, at least at this point.” —Enedina Vega, Meredith Hispanic Ventures “Online engagement is extremely high among Hispanics. Identifying organic ways to develop ecommerce extensions is an important way for us to engage with this audience.” —Russel Lilly, Unilever

©2013 eMarketer Inc. Should marketers use English or Spanish when using social media? For Hispanics, preference often depends upon where they were born

©2013 eMarketer Inc. US Hispanic shoppers are diverse, distinct, but ultimately American How should marketers approach this demographic in the digital space? “Nobody has got social figured out. Nobody has got mobile figured out. The perception for many marketers is, ‘I’m going to get it right for the general audience and then I’ll start to worry about the Hispanic audience.’ It’s a big misstep, because the area they are trying to innovate in hinges on younger groups of people which are, at their heart, multicultural. So if you’re not figuring out multicultural first, then you’re going to miss the mark.” —Marla Skiko, SMG Multicultural