New GlobalWebIndex Report Considers Hispanic Consumer Trends

A new insights-focused report from GlobalWebIndex has looked at trends within the US Hispanic community.

The demographic is considered in isolation as it is fast becoming “a vital audience for more brands than ever before”. Hispanic individuals now make up around 18% of the online population in the US.

One key finding was that the group is particularly confident making major purchases online. GWI tracked 45 expensive items, including games consoles and bicycles, and found that consumers of Hispanic descent were more likely than non-Hispanics to have purchased from the internet in 29 cases.

One similarity with the general population was that free delivery ranked highly as a purchase driver. Financial rewards and positive reviews came shortly afterwards. Hispanic internet users were often more inclined to share knowledge of such deals with friends and family, however, making them powerful brand advocates.

31% had paid for a movie or TV streaming service in the past month. Similarly, 30% had paid for a music streaming service. 

10% of the surveyed internet users had made an in-app purchase over the same period. Further, 10% had paid to download an app and 9% had paid for a mobile game.

14% of Hispanics had, at any point in the past, made a payment using Paypal. 10% had used Apple Pay, 5% had used Venmo and 4% had used Samsung Pay.

Social networks were top ranked for brand discovery in this community, though tied with TV advertising. 36% of Hispanics said that they preferred ads which reflect their culture.

Another recent GlobalWebIndex report explored wider social media trends. It found that almost 30% of 16-24 year olds had taken steps to reduce the amount of time they spent browsing online.

Find the report on Hispanic consumers here.

Scott Harvey

Scott is the Editor of Global Dating Insights. Raised in Dorset, he holds a BA from The University of Nottingham and an MSc from Lund University School of Economics and Management. Previously he has written about politics, economics and technology for various online publications.

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