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New Target Market Emerging: Hispanic Buyers eCommerce Impact
What customer demographics do your products reach out to and target? Are your items ideal for males, females, an entire generation, age group or race? I recently read some interesting statistical data regarding eCommerce demographics and the markets worth targeting. Check this out.
Jupiter Research has released a new study that claims Hispanic shoppers are estimated to spend nearly $12.8 billion in online purchases during 2007. If that percentage is truly accurate it would mean that Hispanic buyers will represent 11% of total online sales this year. The study also predicts that overall purchases, by Hispanics, is expected to increase to $21.6 billion by 2011, or roughly %13 of total online sales.
These numbers are staggering and could mean a lot of new business for eCommerce site owners who target Hispanic demographics within their marketing campaigns. Products targeted specifically at the Hispanic race are more likely to sell online than in a traditional retail store.
Many major retail brands, online stores advertising agencies and other companies have begun launching Hispanic specific campaigns. Unilever has recently launched ViveMejor, a major digital, print, TV and retail Hispanic marketing program. Unilever’s campaign marks the first time the giant marketer has brought all of its food and personal-care brands together in a single marketing platform targeted specifically at Hispanic consumers. Home Depot plans on targeted different demographics by airing separate English and Spanish language versions of a commercial as part of it’s “True Stories” campaign starring real customers. Organizations like AHAA (Association of Hispanic Advertising Agencies) constantly brainstorm new ideas and new ways to market to the online Hispanic community. Recently, they have even been discussing some of the best ways to market to Hispanics due to the overwhelming growth of online purchases made by this demographic.
Online shopping isn’t the only place Hispanics continue to make a lasting impression, as other sites have also launched campaigns targeting Spanish speaking users. Recently, AOL Latino rolled out a branded fashion reality TV series called, Fashionista. AOL sponsors the show along with Ford Motor Co.’s Mercury Milan. Mobile video is also rumored to be booming among Hispanic users (along with everyone else) who watch clips from places like Telemundo.
Marketing Pilgrim has some great tips on marketing to the Hispanic community and some of the things they have learned over the years.
Hispanics are more likely than non-Hispanics to research products online before buying them from a brick and mortar store. They are also more likely to leave customer feedback and are more inclined to participate in the social shopping phenomenon in general.
Most Hispanics in the United States are used to shopping on English version websites.
Hispanics have their own online buying patterns and tastes when it comes to buying online.
Hispanics tend to use different payment methods other than using a credit or debit card.
The vast majority of Hispanics use the same English version search engines as non-Hispanics.
Hispanics are more sensitive to user generated content and reviews than non-Hispanics.
What customer demographics do your products reach out to and target? Are your items ideal for males, females, an entire generation, age group or race? I recently read some interesting statistical data regarding eCommerce demographics and the markets worth targeting. Check this out.
Jupiter Research has released a new study that claims Hispanic shoppers are estimated to spend nearly $12.8 billion in online purchases during 2007. If that percentage is truly accurate it would mean that Hispanic buyers will represent 11% of total online sales this year. The study also predicts that overall purchases, by Hispanics, is expected to increase to $21.6 billion by 2011, or roughly %13 of total online sales.
These numbers are staggering and could mean a lot of new business for eCommerce site owners who target Hispanic demographics within their marketing campaigns. Products targeted specifically at the Hispanic race are more likely to sell online than in a traditional retail store.
Many major retail brands, online stores advertising agencies and other companies have begun launching Hispanic specific campaigns. Unilever has recently launched ViveMejor, a major digital, print, TV and retail Hispanic marketing program. Unilever’s campaign marks the first time the giant marketer has brought all of its food and personal-care brands together in a single marketing platform targeted specifically at Hispanic consumers. Home Depot plans on targeted different demographics by airing separate English and Spanish language versions of a commercial as part of it’s “True Stories” campaign starring real customers. Organizations like AHAA (Association of Hispanic Advertising Agencies) constantly brainstorm new ideas and new ways to market to the online Hispanic community. Recently, they have even been discussing some of the best ways to market to Hispanics due to the overwhelming growth of online purchases made by this demographic.
Online shopping isn’t the only place Hispanics continue to make a lasting impression, as other sites have also launched campaigns targeting Spanish speaking users. Recently, AOL Latino rolled out a branded fashion reality TV series called, Fashionista. AOL sponsors the show along with Ford Motor Co.’s Mercury Milan. Mobile video is also rumored to be booming among Hispanic users (along with everyone else) who watch clips from places like Telemundo.
Marketing Pilgrim has some great tips on marketing to the Hispanic community and some of the things they have learned over the years.
Hispanics are more likely than non-Hispanics to research products online before buying them from a brick and mortar store. They are also more likely to leave customer feedback and are more inclined to participate in the social shopping phenomenon in general.
Most Hispanics in the United States are used to shopping on English version websites.
Hispanics have their own online buying patterns and tastes when it comes to buying online.
Hispanics tend to use different payment methods other than using a credit or debit card.
The vast majority of Hispanics use the same English version search engines as non-Hispanics.
Hispanics are more sensitive to user generated content and reviews than non-Hispanics.
