2. Omnibus Research Methodology
Method:
ThinkNow Research Hispanic Omnibus Online Survey
Sample profile:
100% Hispanics 18-64 + Non-Hispanic 18-64 Augment
Sample size:
Hispanic Sample: 500 / Non-Hispanic Sample: 300
Geography:
Nationwide
Fieldwork dates:
09/30/13 - 10/11/13
Weighting specs:
Each of the survey samples are weighted to match
U.S. Census Bureau data for adults aged 18-64 with
respect to gender, age bracket and region.
At the 95% confidence interval:
Survey margin of error: Total Hispanic sample (n=500) +/- 4.5%
Non-Hispanic augment (n=300) +/- 5.8%
2
4. Holiday Shopping Trips
Inclined to make more trips: Spanish Dominant/Bilingual, With Kids, HHI>40K
6%
20%
3%
5%
5%
10%
16%
17%
9%
14%
29%
63%
64%
I don’t make any holiday shopping trips
All Hispanics
Spanish
dominant
Bilingual
22%
68%
81%
80%
78%
English
dominant
All at once
Any kids
3%
19%
26%
73%
10%
78%
Several trips
No kids
HHI <$40k
Q: Now we would like to ask you about holiday shopping. Do you usually make several holiday shopping trips or try to do it all at once?
Base: All respondents (n=500 Hispanics). indicates significant differences (95% confidence).
HHI $40k+
5. Holiday Shopping Behaviors: Social Media
Hispanics are significantly more likely than Non-Hispanics to text friends about good deals they find
Younger Hispanics and Spanish Dominant
Hispanics are significantly more likely to both
text friends about good deals they find and to
share good deals they find on social media sites.
Age 18-34
Age 35+
70%
63%
59%
51%
Text your friends about
good deals you find.
Hispanics / Non-Hispanics
Top Two Box
Share good deals
on social media sites
very likely/somewhat likely
Spanish dominant
64%
54%
57%
58%
74%
Bilingual
English dominant
69%
66%
53%
62%
41%
Hispanics
NonHispanics
Text your friends about
good deals you find.
H
NH
Share good deals
on social media sites
Text your friends about
good deals you find.
Share good deals
on social media sites
Hispanics
Top Two Box
very likely/somewhat likely
Q: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).
7. Holiday Travel
A solid majority of Hispanic holiday shoppers anticipate traveling by car more than two hours
from home during the holidays this year, compared to just 41% of non-Hispanics.
Yes
53%
Hispanics
No
47%
Yes
41%
No
59%
Non-Hispanics
Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).
8. Holiday Travel
The likelihood of traveling more than two hours from home during the holidays is significantly higher
among men, younger Hispanics and those who primarily or exclusively speak Spanish at home.
.
Percent of Hispanic Holiday Shoppers
70%
67%
61%
61%
54%
53%
48%
45%
44%
38%
All
Hispanics
Men
Women Age 18-34 Age 35+
Spanish Bilingual English
dominant
dominant
Moms
Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).
Dads
10. Online Shopping Intent
Hispanic consumers are only slightly less likely than non-Hispanics to have plans to do
some of their holiday shopping online this season.
84%
No
18%
80%
76%
Yes
82%
Hispanics
low
medium
high
Acculturation Level
Q: Will you do at least some of your Christmas shopping online this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
11. Online Shopping Intent
Plans to shop online for holiday gifts peak among men, bilingual Hispanics and parents.
Nearly all Hispanic fathers surveyed (95%) plan
to do at least some of their holiday shopping
online this year.
Percent of Hispanic Holiday Shoppers
95%
Women
Men
78%
76%
80%
Spanish Bilingual English Any kids
dominant
dominant
76%
79%
All
Hispanics
86%
82%
89%
88%
No kids
Q: Will you do at least some of your Christmas shopping online this year?
Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).
Moms
Dads
12. Online Shopping Intent
On average, Hispanics are on par with their non-Hispanic counterpart about their plans
for holiday online shopping.
Percent of Holiday Shopping Plan to Do Online
Average Share
Hispanics: 41%
Non-Hispanics: 42%
Hispanics
Non-Hispanics
23%
49%
46%
25%
21%
18%
9%
Less than 25%
25% to less than 50% 50% to less than 75%
8%
75% or more
Q: What percentage of your total holiday shopping do you plan to do online?
Base: Plan to do some shopping online (n=383 Hispanics and n=249 non-Hispanics). indicates statistically significant differences (95% confidence).
14. Copy Test Sample Profile
Metric
Male*
Female*
Hispanics
n=500
NonHispanics
n=300
50%
50%
50%
50%
Metric
Born in the U.S.
Moved here
Average years living in U.S.
Hispanics
n=500
NonHispanics
n=300
64%
36%
91%
9%
28
39
9%
10%
13%
11%
8%
12%
6%
7%
6%
11%
7%
$59
$45
7%
12%
13%
13%
11%
11%
6%
6%
7%
9%
5%
$57
$43
Age*
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Mean age
Median age
20%
27%
24%
18%
12%
37
35
15%
21%
20%
23%
22%
41
41
Census Region*
Northeast
Midwest
South
West
15%
9%
36%
40%
19%
24%
37%
20%
Household Income:
Less than $10,000
$10,000 to less than $20,000
$20,000 to less than $30,000
$30,000 to less than $40,000
$40,000 to less than $50,000
$50,000 to less than $60,000
$60,000 to less than $70,000
$70,000 to less than $80,000
$80,000 to less than $100,000
$100,000 or more
Prefer not to state
Average income ($000)
Median income ($000)
* Weighted to 50:50 gender ratio and U.S. Census benchmarks for Hispanic and non-Hispanic adults age 18-64.
14
15. Copy Test Sample Profile
Hispanics
n=500
Metric
NonHispanics
n=300
Marital Status:
None
Grade school
Some high school
High school graduate
Some College, but no degree
Trade or technical school
Graduated 2-year College
Graduated 4-5 year College
Post Graduate Degree
1%
6%
22%
24%
7%
10%
25%
5%
<1%
5%
28%
26%
6%
9%
20%
6%
Employment Status:
Employed (net)
Work full-time
Work part-time
Self-employed/bus. owner
Full-time Homemaker
Retired
Student, not employed
Currently unemployed
Unable to work/Disabled
63%
44%
12%
7%
10%
3%
6%
13%
5%
60%
36%
15%
9%
12%
6%
5%
11%
6%
Metric
Educational Attainment:
Married
Single
Separated/divorced
Living with partner
Widowed
Prefer not to answer
52%
28%
9%
8%
2%
1%
50%
29%
9%
10%
2%
<1%
Average household size
3.3
3.0
No children <18 present
Any children <18 present
44%
56%
56%
44%
Ages of children:^
Children under 6
Children 6-12
Children 13-17
Hispanics
n=500
NonHispanics
n=300
51%
49%
38%
47%
45%
42%
^ Among those with any children present
15
16. Copy Test Sample Profile
Metric
Hispanics
n=500
Cultural Identification:
Much closer to Hispanic/Latino
Somewhat closer to Hispanic/Latino
Equally close to both cultures
Somewhat closer to U.S. Culture
Much closer to U.S. Culture
Metric
Hispanics
n=500
Language Spoken at Home:
28%
12%
37%
10%
12%
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
11%
25%
25%
19%
21%
Survey completed in Spanish:
24%
Hispanic Origin:
Mexican
Mexican American
Puerto Rican
South American
30%
28%
19%
11%
Cuban
10%
Central American
6%
Dominican
4%
Overall Media Language Preference:
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
8%
11%
35%
23%
24%
Acculturation:
Low Acculturation
Medium Acculturation
High Acculturation
18%
55%
27%
16
17. CONTACT
INFO:
2100 W. Magnolia Blvd.
Suite A-B
Burbank, CA 91506
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
818-843-0220 x102
roy@thinknowresearch.com
