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What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US in November of 2018 and how they scored in numbers of visitors.
Why it matters: Best Buy and Kohl’s benefited handsomely from increased visits by Hispanics to their websites in the lead up to the 2018 holiday shopping season. Both saw a nearly 40% increase in visitors in November compared to the previous month. While maintaining its first-place ranking in the top 15 most visited sites by Hispanics in the US in November, Amazon nonetheless saw a dip of 2% in its overall share of total visits compared to the month of October.

 

Number of Hispanic visitors to the Top 15 e-commerce sites in the US, November 2018
Total Audience, Home and Work, PC/Laptop154,176
SiteTotal Unique Visitors*
Amazon Sites28,333
Walmart18,602
eBay16,004
Apple.com Worldwide Sites11,959
Target Corporation10,433
Samsung Group9,701
WISH.COM8,611
Best Buy Sites8,485
Kohl’s Corporation7,541
The Home Depot, Inc.6,697
ETSY.com6,462
Ticketmaster6,342
Macy’s Inc.5,911
Wayfair4,913
Lowes.com4,182

Source: comScore *Numbers reported as shown

Kohl’s and Best Buy saw significant increases in the number of Hispanic visitors to their sites in the month of November, 2018 compared to October. Visits to both sites by Hispanics surged by nearly 40%, catapulting Kohl’s to 13th place among the top 15 ranked sites from 11th place in October. Best Buy jumped from 8th place in November from 11th place in October.

  • Walmart increased its share of Hispanic visitors to the top 15 sites ranked by comScore in November by 2,498 visits over the month of October.
  • Amazon saw a drop of 2% in its share of the total visits to the top 15 sites by Hispanics compared to October, but continued to hold first place among the sites monitored.
  • Amazon, Walmart, eBay, Apple, Target and Samsung maintained their top five rankings with Hispanics in that order in November compared to October.
  • Etsy dropped from 8th place in October to 11th place in November, or from a total of 7,012 visits to 6,462 with Hispanics.
  • Ticketmaster saw a dip in visits by Hispanics in November compared to October, slipping from 8th place in the rankings to 11th.
  • The Home Depot remained steady, garnering 4.3% of overall visits to the top 15 sites in November, the same percentage as in October.
  • eBay and Walmart saw decreases in their share of total visits to the top 15 sites by Hispanics by half a percentage point in November compared to October.

 

At Portada Miami, we asked our premium attendees to tell us more about where they see marketing going now that technology is bringing the future to us. Henry Zamarripa and Vanessa Angulo, representatives of Portada’s partners Oath and People@, were two among our respondents.

Last Thursday, over 200 marketing executives got together at the East hotel in Brickell for the tenth consecutive edition of Portada Miami. Our attendees were able to hear forward-looking panels, witness the official launch of Portada’s Council System, and network with their peers while enjoying drop-dead views of the city.

In the midst of all the excitement, we had the opportunity to talk to Latin American brand leaders like José Camargo, E-Commerce Subdirector at Best Buy Mexico and member of Portada’s Brand Star Committee, who told us “This is a great opportunity to discuss concepts around the Hispanic markets. We need to find a balance between branding and performance, and I think marketing is moving towards the concept of experiences. Discussing these concepts at the Committee is very enriching because of the various industries represented there.”

Marketing is moving more towards the concept of experiences.

 

For Henry Zamarripa, Latin American Sales Director at Oath, one of Portada Miami’s premium partners, the future of marketing is all about digital. “Digital marketing is one of the industries that evolve more quickly,” he pointed out. “Programmatic has taken a fundamental role in media buying strategies, and I think we’ll be moving more and more towards AI. AI has evolved and matured, and we’ll adopt this technology with great strength.”

We’ll be moving more and more towards AI.

 

 

One of the key takeaways of Portada Miami was that we need to evolve to survive. “Marketing has changed a great deal in the last years. It used to be very static, but now with the advent of digital, marketing directors of the previous era need to study, get updated and ready,” commented Vanessa Angulo, co-founder of People@. “We need to be aware that if we don’t change, we are left behind. Sadly, many are already behind.”

If we don’t change, we are left behind.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Mariano Otero has been promoted to general manager at Uber for the Southern Cone region. He had previously worked as general manager in Argentina.

 

 

 

 

 

Juan Varela is now business development and project manager at El Observador Uruguay. His main role consists of designing and implementing a new freemium business model and premium product for the digital subscription.

 

 

 

 

Burger King has named Citlali Mateos as new marketing manager for the Mexico region, reported AdLatina. She will be filling this new role from Burger King’s offices in Tijuana.

 

 

 

 

 

Best Buy has appointed Ricardo Rivera as head of marketing, PR and institutional relations in Mexico. Before his appointment, he had worked for Procter & Gamble during a decade.

 

 

 

 

 

Home-appliance firm Haier has named Francisco Marco as marketing manager. He will oversee all major-appliance operations in Spain.

 

 

 

 

 

Red Hat had named Manuel Jiménez as their new marketing manager for the Andean region, Central America, and the Caribbean. He will lead all marketing strategies, which will be more collaborative and better addressed to current demands of the technological market.

 

 

 

 

Diageo has appointed José Luis Eyzaguirre as new regional manager of their whisky brands, as reported by AdLatina. He will be based in Lima, where he’ll manage the brands Johnnie Walker, Old Parr, White Horse, J&B and Vat69 for Peru, Ecuador, Bolivia, Argentina, and Chile.

 

 

 

What are the most-visted retail sites by U.S. Hispanics?  How do they behave when it comes to making consumption decisions? The answers to this and other questions below.

The fact that the users visit retail sites doesn’t mean that they will actually make a transaction: sometimes, the inquiry isn’t directly related to an online purchase, but a search for information on the characteristics of a product or relevant information to making a purchase decision.

Visiting different retail sites, users don’t indicate an interest in particular articles, nor do they express interest in particular sellers. Here, we present user preferences according to the most-visited retail sites by  Hispanic residents of the U.S. (based on comScore rankings).

Source: comScore MMX, Category Retail, US Hispanic, December 2015, PC/Laptop only, Home & Work, 6+Total Unique Visitors (000)
Retail22.680
1Amazon Sites13.409
2eBay6.460
3Wal-Mart6.057
4Target Corporation3.812
5Apple.com Worldwide Sites3.802
6Best Buy Sites2.942
7Macy’s Inc.2.278
8Google Shopping2.184
9The Home Depot, Inc.1.934
10Kohls Corporation1.794

Bargain Seekers: Google Shopping

Google Shopping is the most-visited sites by users searching for bargains on the products they desire. While Latin American users recur to Buscapé, Hispanic U.S. residents turn to Google Shopping.

Supermarket: Walmart

U.S. Hispanics choose Walmart as their favorite online supermarket.

Technology: Apple

When it comes to technology the preference of  U.S. Hispanics  is Apple.

Clothing: Macy’s y Kohl’s

Hispanic  recur to online versions of their favorite stores: Macy’s and Kohl’s.

Home and Family: Target y Home Depot

Hispanic residents of the U.S. prefer Target and Home Depot when it comes to buying products for their home and family needs. Of course, many of the products on the list can be bought through different e-commerce sites, although Target and Home Depot are particular because of the image that they have built around their compatibility with home and family.

General Purchases: Amazon, Best Buy, eBay

For U.S. Hispanics, Amazon, eBay and Best Buy are the most popular sites for general purchases.

 

 

What: Walmart was among the top 3 retailers on Black Friday. Both in the brick and mortar retailers visit ranking as well as in the online retailer ranking, according to data revealed by research companies Placed and ComScore. Target and Best Buy also occupied leading positions in both the digital and off-line rankings. Amazon led in digital visits (see Tables in article below). For the holiday season-to-date, US$ 20.6 billion have been spent online, marking a 3% increase versus the corresponding days last year (with Thanksgiving falling so late this year the season-to-date this growth rate is being artificially suppressed in the short-term).
Why it matters: Brick and mortar retailers are trying to optimize their off-line presence to increase both off-line and online sales.

Photo: EFE
Photo: EFE

Black Friday 2013 (November 29) saw U.S. $1.198 billion in desktop online sales, making it the season’s first billion dollar day and heaviest online spending day to date, while representing a 15-percent increase versus Black Friday 2012.

Thanksgiving Day (November 28), while traditionally a lighter day for online holiday spending, achieved a strong 21-percent increase over Thanksgiving Day last year to U.S. $766 million.

“While Black Friday – and now Thanksgiving Day – is the traditional kick-off to the brick-and-mortar holiday shopping season, both days continue to grow in importance on the online channel,” said comScore chairman Gian Fulgoni.

“Clearly many consumers prefer to avoid the crowds and lines typically associated with Black Friday by shopping from the comfort of their own homes, and we saw a record 66 million Americans do that this year. Also interesting is that the recent trend of kick-starting holiday shopping by opening stores on Thanksgiving Day seems to be having a spillover effect on the online channel.

Thanksgiving once again posted a well above average growth rate and is the fastest-growing online shopping day over the past five years, as more Americans opt for couch commerce following their Thanksgiving Day festivities.”

Because comScore is counting desktop, and doesn’t seem to be incorporating mobile, it’s still going to be interesting to see what mobile engagement and spending looks like by the numbers, as Techcrunch points out. IBM said that mobile traffic grew to 39.7 percent of all online traffic, an increase of 34 percent over Black Friday 2012. Mobile sales reached 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year.

Offline shopping behavior

Photo: EFE
Photo: EFE

To better understand which retailers were most successful at driving people into stores on Black Friday, Placed analyzed offline shopping behaviors from Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location. The study revealed this year’s Black Friday winners: Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers. Best Buy remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer. Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10. Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.

Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday.

Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.

Walmart, Target and Best Buy lead among offline retailers…

1

Walmart

2

Target

3

Best Buy

4

The Home Depot

5

Lowe’s

6

Kohl’s

7

Macy’s

8

J.C. Penney’s

9

Sam’s Club

10

Costco

Note: Top 10 visited Black Friday Retailers by share of visitors*
Based on Top 100 Retailers, excludes Drug Stores
Source: Placed

… Amazon, eBay and Walmart among online retailers

1

Amazon

2

eBay

3

Walmart

4

Best Buy

5

Target

Note: Most visited retail digital properties con Black Friday. Total U.S. – Home & Work Desktop Computers.
Source: ComScore