Consumer Insights Roundup: Hispanics Expected to Spend More than Average Shoppers During B2S Season

What: A summary of the most relevant consumer insight research in the US, US Hispanic and Latin American markets.
Why it matters: If you're trying to keep up with the latest happenings, this is your one-stop shop.

  • According to this year's Deloitte survey, the back-to-school season is the second biggest shopping season of the year. It will involve one in four U.S. Households, and parents will spend twice as much online as the amount they'll spend in stores.

 

  • New data from the National Retail Federation shows that one in four K-12 students is Hispanic, and Hispanics households are expected to spend US $148 more than the average shopper during this year's B2S season. 7 in 10 Hispanic parents plan to use their mobile phone to research or purchase items.

 

  • A study conducted in Canada by Kantar and Vividata shows there is a scarcity in trust with the proliferation of fake news online. According to the results, 75% of the survey participants think TV news programs are "highly trustworthy", while only 19% trust information found on social media.

 

  • According to ThinkNow's Mobile App report, app usage is soaring. People have an average of 30 apps across devices, with most mobile owners downloading at least one new app every month. Social networking apps are the most popular, but the types of apps users prefer have to do with ages and demographics.

 

  • Nine out of 10 US adults (18+) use linear platforms in the average week, according to Nielsen Total Audience Report over Q1, 2018. Live + time-shifted TV viewing reached 88% of persons in the first quarter of 2018, while radio had the largest reach across platforms at 92%. Radio also reaches 96% of all Hispanic adults each week.

 

  • A Twitter monitoring of beer mentionings by Circus showed that Argentinians mention beer three times more than Mexicans and eight times more than Colombians. In terms of gender, 64% of tweets about beer in Mexico are posted by men. Argentina is the only market where women dominate the conversation with 54% of tweets.


Janet Grynberg @grynberg_janet

Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

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