Nielsen Studies Hispanic Shopping Behavior
A report released yesterday from The Nielsen Company announced the findings of a study on Hispanic consumer shopping behavior. We haven’t seen the entire report yet, but here are some of the highlights:
- As Hispanics become more acculturated, they become less brand loyal.
- Hispanics prefer to shop at stores that resonate with the sights, sounds, smells and sensibilities of their homeland (assumedly this is for first generation Hispanics, as later generations would consider Wal-Mart their homeland just like all other Americans).
- Hispanics tend to shop in families.
- Hispanics spend a lot of time and money staying connected (this is consistent with the Yahoo! Telemundo report).
We’ll take a look at the report and send along any more interesting parts.