CPG market Target Spanish preferred in the shop and online

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Hispanics go online to socialize, research new products and find good deals—more so than many other groups. In 2010, Hispanics will spend $125 billion on consumer packaged goods products, accounting for 11.8% of all CPG spending, according to Nielsen. These factors create a lucrative opportunity for CPG suppliers that want a closer connection with this dynamic demographic.

The internet is becoming ever more important in Hispanics’ daily lives, via broadband and mobile. This year, 29.6 million Hispanics—nearly 60% of the Hispanic population—will go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70%.

In response, a growing number of CPG marketers are mounting advertising and promotional campaigns that tie together online marketing, traditional media and grassroots promotions. Some have developed comprehensive Spanish-language websites that emphasize food, children, health and beauty, and other lifestyle topics. These sites allow marketers to connect more Hispanics to their brands and to one another.

Brand marketers should be engaging this online audience with both English- and Spanish-language content across ads, emails and websites. Growing online sales is not the goal, even though more and more Hispanic internet users are making purchases online.

The mobility of this digital population presents even more opportunities for marketers and retailers. Hispanic adults lead all other groups in wireless internet access, according to the Pew Internet & American Life Project. Branded mobile applications and promotions designed to reach these shoppers in-store could yield significant results.

Key questions this report answers:

How does the internet influence Hispanics’ in-store CPG purchases? Are Hispanics’ attitudes toward making online purchases changing? Do social networks affect Hispanics’ purchase decisions?Hispanics go online to socialize, research new products and find good deals—more so than many other groups. In 2010, Hispanics will spend $125 billion on consumer packaged goods products, accounting for 11.8% of all CPG spending, according to Nielsen. These factors create a lucrative opportunity for CPG suppliers that want a closer connection with this dynamic demographic.

Leading* Influences When Choosing a Store to Purchase Products for Their Family According to US Hispanic Mom Internet Users, April 2010 (% of respondents)Online Hispanic Shopping Behavior

US Hispanic Internet Users, by Language Preference, January 2010 (thousands and % of total)

Attitudes* of US Hispanic and Non-Hispanic Consumers Toward Select Online Activities, December 2009 (% of respondents in each group)

US Hispanic Females vs. Total US Females Who Plan to Increase Their Spending*, by Category, January 2010 (% of respondents)

US Internet Users Who Are Likely to Read and Take Action After Reviewing Sponsored Search Engine Links, by Race/Ethnicity, March 2010 (% of respondents)

US Internet Users Who Are Likely to Read and Take Action After Receiving E-Mail Offers, by Race/Ethnicity, March 2010 (% of respondents)

Leading* Influences When Choosing a Store to Purchase Products for Their Family According to US Hispanic Mom Internet Users, April 2010 (% of respondents)

Demographic Profile of US Internet Users Who Are Likely to Read Online Articles that Include Brand Information and Take Action Afterward, March 2010 (% of respondents)

Attitudes of US Hispanic vs. Non-Hispanic Internet Users Toward the Internet, July 2009 (% of respondents in each group)

Demographic Profile of US Internet Users Who Are Likely to Read and Take Action After Receiving E-Mail Offers, March 2010 (% of respondents)

US Companies that Believe Social Media Is a Viable Way to Engage Hispanics, February 2010 (% of respondents)

US Adults Who Access the Internet Wirelessly, by Race/Ethnicity, December 2009 (% of respondents in each group)

Attitudes* of US Hispanic and Non-Hispanic Mobile Phone Owners Toward Mobile Advertising, December 2009 (% of respondents in each group)