WHAT?

Recent Scarborough analysis of retail data shows that Best Buy and Walmart attract the highest percentage of Hispanic home technology shoppers.

WHY?

According to the study, 30% of Hispanic Households shopped Walmart for audio-video items during the past year. 27% shopped at Best Buy. 41% of Hispanic households who plan to buy HDTVs, MP3 players or Smartphones during the next year shopped Walmart for AV (Audiovisual) items during the past year. 39% plans to do it in Best Buy. Hispanic households planning purchases of HDTVs, MP3 players or Smartphones during the next year are 38% more likely than all Hispanic households to have shopped Walmart for audio-visual items during the past year. In this area Best Buy beats Walmart with 44% of Hispanic households more likely to purchase technology at Best Buy.

WHAT DOES IT SAY ABOUT THE FUTURE?

23% of all Hispanic households who shopped Best Buy (22% Walmart) for AV items during the past year are planning purchases of HDTVs, Smartphones or MP3 players in 2011. In this area the  competition among all competitors is tied, the best performance is for Kmart with 29% while Walmart presented the lower ones.

WHAT ARE THE MAIN HOME TECHNOLOGY PENETRATION STATS FOR THE HISPANIC MARKET?

 48% of all US Households currently own HDTV. 36% of all US Households currently own MP3  players.  45% of all Hispanic households currently own HDTV. 38% of all Hispanic households currently own MP3 players.  Hispanic households are 7% more likely than all households nationally to currently own MP3 players. But for HDTV and Smartphones, the Scarborough study indicates that Hispanics are 5% less likely to own them than General Market individuals .

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