Hispanic Online
Shopping Patterns
Internet Strategies for
Attracting and Serving
Hispanic Customers
What You Need to Know about
Hispanic Online Shoppers
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74% use their home computer to surf the net.
84% are online multiple times a day.
78% check their e-mail multiple times a day.
78% have been online for over 5 years.
92% shop online at least once a year.
What You Need to Know about
Hispanic Online Shoppers (Ctd.)
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73% spend half an hour or less to purchase goods
for themselves.
78% believe that family bilingualism is of
importance.
65% prefer English Web-pages over Spanish webpages.
84% notice the fonts and colors of a site, this helps
them determine how long they plan on staying on
their site.
What You Need to Know about
Hispanic Online Shoppers (Ctd.)
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61% find that pictures and descriptions of
products are more important than customer
testimonials.
67% have an annual income of $40,000 or
more.
51% are of Mexican descendents.
70% of households have 1-4 dependent
children.
87%
88%
55%
76%
57%
84%
70%
68%
78%
76%
57%
68%
50%
77%
50%
59%
53%
59%
74%
70%
72%
56%
61%
57%
59%
69%
53%
59%
64%
53%
73%
59%
57%
62%
What Matters the Most?
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Comparability Between
Hispanics and General
Market Sites
1.
2.
3.
4.
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Color
Font
Layout
Overall Web Pages
Color: Colors from the original
color wheel were the most
popular. When deciding on
colors, think of the original
crayon box (8 colors).
What about the Font?
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Our study shows that
consumers prefer
bolded text in the title.
Try not to get to fancy
with the font theme,
most consumers
prefer generic fonts
such as:
1.
2.
3.
4.
Arial
Georgia
Trebuchet MS
Verdana
What about the Layout?
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Our study shows that
a single text and
image are preferred
as long as there is a
navigation box that
directs the viewer to
the rest of the Web
site.
Hyperlink boxes
were also preferred
at the top of the Web
page versus the
bottom of the Web
page.
Business Logo
Business Name
Hyperlink
Text & Image
Navigation
Box
Business
Information
Overall, What is Preferred?
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Our study shows that
consumers prefer:
1.
2.
3.
Neutral colors (remember
the crayon box theory).
A large image (It is better to
have a navigation box and
hyperlink boxes, you don’t
want potential customers to
leave your site because the
pages are to cluttered).
Be BOLD, bolding text and
drawing attention to
products are appealing to
consumers.
Captura Group:
Hispanic Online Market
There are over 15.9 million
Hispanics online
•
Important to note: Hispanic
is a census term
•
Between April 2005 and
April 2006, more than 1.6
million Hispanics were
introduced to the Internet and
66% of them prefer to view
Spanish Web sites.
• 56% are college educated
and have a medium income
of $40,000.
•
Hispanic Online growth by Language Segment
April 2005-April 2006 (Source: ComScore Media Metrix)
Captura Group:
Hispanic Online Market (Ctd.)
Language preferences
52% of online Hispanics prefer
English text.
• 27% of online Hispanics prefer
bilingual text.
• 21% of online Hispanics prefer
Spanish text.
• 66% of new online Hispanic
consumers prefer Spanish text.
•
Language Preference of online Hispanics,
April 2006 (Source: ComScore Media Metrix)
Captura Group:
Hispanic Online Market (Ctd.)
Online Hispanics…
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56% are between 18-34 years of age.
68% have credit cards.
14% increase of Internet users in the past 6
months.
37% have been online for at least 5 years.
Spent over $6 billion online in 2006.
Captura Group:
Hispanic Online Market (Ctd.)
Overall U.S. Internet adoption growth
was flat in 2006; nevertheless, the
Hispanic market grew by 1.7 million
individuals or 12%.
• Master Card, Visa and Discover have
pre-paid credit cards, this is appealing to
minority credit-wary consumers.
• “The Hispanic market could account
for more than 27% of the U.S.
population in 2050 and represent a
lucrative consumer marketplace
worth between $2.5 and $3.6 trillion.”
•
Are Hispanics online longer
then the national average?
Captura Group: Hispanic Online Market (Cont.)
Percent of Hispanics Who Consider the
Internet the Best Source Of Information for:
Captura Group: Hispanic Online Market (Cont.)
Captura Group:
Hispanic Online Market (Ctd.)
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Providing customers
with the option of using
both languages is
greatly recommended
and delivers value to
the audience.
U.S. Hispanics live in a
bilingual world.
47% of U.S. Hispanic
adults consider Spanish
to be their primary
language.
Captura Group:
Hispanic Online Market (Ctd.)
•It
is vital to work with a
professional translator who has
experience in the Hispanic online
market and expertise in your
company’s subject matter.
• Know your market and know their
Spanish dialect.
•If
your market are Mexicans, then
you do not want the translator
setting up your text in Cuban
dialect.
U.S. Census 2004
What Hispanics Value
Captura Group: Hispanic Online Market (Cont.)
Examples of Preferred Web Sites by
Hispanic Customers
Hyperlink
Boxes
Text
Word usage such
as “honesty” and
“serving the public”
are appealing to
Hispanics.
Images: Before
& After
The images are
appropriate
because they
show long term
achievement
Toggle Effect
Latin American flags are appealing to Hispanics and it
is more appealing then just providing text
Hyperlink
Boxes
Navigation
Box
Image
Fine jewelry is viewed as classy and
elegant. These images are just that!
Text
Bringing
out the
Latino
Pride in the
text draws
attention to
a site.
Hyperlinks
Image
Business
Store Front
Business Information
Business Name & Phone Number
Hyperlinks
Navigation
Box
Images
Contact their
business
Text: Stating your mission statement in the 1st paragraph is a wise move. Furthermore, affirm that
you have been successful and affirming that you have gained Californians trust can be of advantage
to your business.
Business Name & Phone Number
Toggle Effect
Hyperlinks
Easy to access &
multiple locations
Image
Navigation
Box
Forms can be
a tool to help
customers
understand
their financial
needs.
Business Name & Logo
Their colors and font are
appropriate due to their
business being arts & crafts
Home
E-mail
Map
Hyperlinks
Image
The image is
the product
Navigation
Box
Hyperlinks
Text
Yoruba is an
African language
but it is also
spoken in Cuba
& Brazil. This art
store is targeting
a specific
audience & they
understand that
their services
may only be
found through
limited online
stores. This
gives them an
advantage over
businesses
without a
website.
Business Address, Phone Number
& Contact Information
Navigation
to Catalog
Images
The images
are the
products!
Business Name &
Logo
This business sells
their products
through a catalog &
have now made it
available to
customers via
Internet
Business Name
CorpoBello could
be interpreted as
“A Beautiful Body”
or “ A Beautiful
Corporation”
Either way, the
company name &
their logo is
striking &
appealing .
Text
Draw attention to
your services and
products.
Hyperlink Boxes
The manner in which
the hyperlinks curve
reflects on the Latina
Woman being
displayed. Latina
women have curves!
Image
CorpoBello sells weight
loss products and
services . This image is
a perfect example of
what a Latina women
may envision herself to
look like if she was to
incorporate their
products and services
into her life.
Navigation
Boxes
Shopping
Cart
Every book
is available
in a
CD/DVD
format, this
gives
customers
freedom to
chose what
is best for
them.
Know your
customers, keep
records, this will
help you build
long term
relationships and
will permit you to
send promotional
flyers to
preferred
customers
Image
Customer testimonials can
help, specially if it is a
person with power
Hyperlinks
Business Logo
Images
Having images
that make people
thirsty and
hungry is a good
technique to lure
in customers.
Navigation Box
This restaurant has
turned to e-commerce
by selling gift cards
and permitting you to
shop at their
restaurant store viaInternet
Text
http://www.elcholo.com/
Hyperlinks
This restaurant
allows you to
order your meal
online & you
can become
informed with
their services
and what
people think of
their restaurant.
Image
Accepting all
major credit cards
can be appealing
to all customers.
cocinademino.com: An Oklahoman owned restaurant!
Toggle Effect
Hyperlink
Boxes
Image
Images that
portray your
business is vital
for a 1st
impression
Image & Text
Emphasizing
how much a
client can save
by using their
services is
appealing to
customers with
a tight budget.
Navigation
Box
Downloads
Navigation Boxes
Logo
Sign In & Password
Image
The idea of the
representation of
multitudes shows
that Hispanics
prefer to identify
with others then
to be singled out
Navigation Boxes
This function explains
the importance of
understanding your
body and the
importance of
maintaining hydrated.
These navigation boxes
say, “Gatorade cares
about your wellbeing”
Text
Hyperlink Boxes
The navigation box is
at the top, however,
since the hyperlink
boxes are bright, it
makes it easier to find
Business Name
& Number
Text
By having a
welcoming
note you are
becoming
more
personal with
your
customers.
This is
appealing to
Hispanics
and lets them
know that
you value
their
business.
Images
Fruits & vegetables
are appealing
images to those
wanting to live a
healthy lifestyle.
Navigation Box
A Search option Box is provided for easier search throughout Brito’s Market.
Hyperlinks are also available for those wanting to search sites related to
health promotion.
Logo
Hyperlinks
Navigation
Box
Text
The text is
personal, “know
your self/who you
are”
Image
The truck is big and in control,
this can be appealing because it
says “I’ll take care of all of you”
Business Name
Toggle Effect
Logo
Hyperlinks
Business
Phone Number
Text
Highlighting your
achievements
could bring in
additional traffic.
Business
Information
Image
Highlighting
products that have
an appealing price
can be beneficial to
your business.
Overview
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Hispanics are active online.
By the year 2010, Hispanics will have a
collective buying power of $1,087 billion (Selig
Center for Economic Growth, Georgia University).
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Hispanics are aware of dialects and are more
likely to visit sites that target their nationality.
Combine what this research suggests with
your particular target audience!
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Colors
Fonts
Images
Layout