Mobile and Social Fuel U.S. Hispanics' Purchasing Funnel - Fernando Rodriguez-Terra

Terra39s Fernando Rodriguez shares insights on how Hispanics are setting the trends of digital consumer behaviorAre you heavy mobile device user while at a retail store Do you send pictures to friends or family before making a purchase Do you test or demo a product in store and then purchase it online at a lower price Do you use your mobile phone to find deal or coupons while in a retail storeHispanics are using all of these mobile and social features as part of the purchasing process Results from Terra39s Third Hispanic Digital Consumer Study by comScore show that Hispanics are more socially engaged on the Internet overindex in mobile device ownership and increasingly make purchases from these devices They have a preference towards purchasing from portable devices while nonHispanics rely on more traditional methods such as purchasing from a retail store or PC As the direction of digital consumer behavior shifts advertisers must adapt to engage their audience directly through digital devices Hispanics represent almost onefifth of the 1834 demographic in the US and consistently use this social connectivity in search of upward mobility This fast growing segment of the population values new technology education and risk taking because they are keys to staying ahead of the curve This consumer is uptodate on the latest trends and tends to be extremely social connect via instant messaging social networking chat sites and consume online videos In this new digital lifestyle Hispanics continue paving the way for digital consumers in the US as trendsetters For these early adopters of new technology mobile is now the primary deviceNot surprisingly Hispanics continue to outpace nonHispanics with the adoption of smartphones an increase from 43 in 2010 to 57 in 2012 compared to an increase from 36 in 2010 to 46 in 2012 for nonHispanics They have taken the smartphone adoption a step further by using them to research and make purchases more than nonHispanic consumers in every categoryFurthermore Hispanics39 ecommerce purchases across categories outspend the average Internet user on automotive accessories computer software home appliances laptop computers online service subscriptions toysgames travel packages and more They are more likely to research categories such as computer software babykids clothing real estate and artphotography before making purchases During the purchasing funnel Hispanics are more likely to use social mobile and online content as resourcesDigital advertising engagement among Hispanics continues to trend upward and plays an increasingly important role in their purchasing decision process They are more likely to remember brands advertised on portable devices and are motivated to visit brand websites andor retail stores as a result of digital advertising and social posts In fact 38 of Hispanics agree that they are more likely to visit branded sites and retail stores compared to just 22 of nonHispanics The Hispanic consumer is shopping savvy and will research access and redeem incentive options onlineMarketers should utilize multiple digital platforms to engage these key consumers and influence their purchase patterns Hispanics are at the forefront of embracing mobile social and digital technology and that provides marketers with a look at where digital consumer behavior in the US is headed This presents a plethora of opportunities available for those who are ready to get a digital head startTerra39s Third Hispanic Digital Consumer Study by comScore surveyed a nationally representative sample of 3048 Hispanic and nonHispanic consumers from February 29March 14 2012 Additionally panelists from comScore39s panel of one million people in the United States39 online behavioral was also passively observed for the study from January March 2012Fernando Rodramp237guez joined Terra Networks in 2000 as Chief Financial Officer and as a founding member of the team that launched Terracom In 2004 he took on the position of Chief Executive Officer and he now oversees the operations of Terra Networks in the US with headquarters based in Miami and offices in New York Los Angeles and San Francisco He has played a key role in the growth of the organization and in consolidating Terra Networks USAamp8217s position as the leading Internet portal for the US Hispanic market

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Mobile and Social Fuel U.S. Hispanics' Purchasing Funnel - Fernando Rodriguez-Terra

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