New NPD, Univision research highlights Hispanic shopping trends

PORT WASHINGTON, N.Y. — The NPD Group recently partnered with Univision Communications on a report titled The Hispanic Shopping Activity Service, which offers insight the behavior of Hispanic shoppers. These insights can have an impact on how retailers approach a demographic that spend about $170 billion in the general merchandise, grocery and drug store channels. 

 

One of the most notable findings in the report has to do with bilingual Hispanics who shop online, where they do 20% of their spending, higher than both non-Hispanics and all Americans, who spend 16% and 17% of their money online. Additionally, when shopping online, Hispanic consumers tend to spend a little more, averaging $72 per buying visit — above the $68 total market average. 

 

When not shopping online, Hispanic consumers who use Spanish as their main language at home spend about $8 more per buying visit ($61) than non-Hispanics. 

 

“When bilingual and Spanish-language dominant consumers buy, they really buy,” said Marshal Cohen, chief industry analyst of The NPD Group. “Their shopping behaviors don’t conform to the patterns of other Americans. And it’s important for retailers and marketers to understand the differences.”