White Horse and Sensis Release Second Report On Hispanic In-Store Mobile Use

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Research continues to show how Hispanic values influence shopping with mobile technology

Available at: www.HispanicMobileReport.com

The opportunity exists for marketers to better reach all mobile customers by applying our findings in both Hispanic In-Store Mobile Experience reports.

Sensis and White Horse have released a second report on Hispanic retail mobile use, entitled, “Hispanic In-Store Mobile Experience: The Deals Ethic.” Like the previous report, “Social Shopping,” “The Deals Ethic” presents findings based on a study of Hispanic mobile use during shopping, and exposes important new patterns marketers should take into account when developing mobile tools and services relevant to the Hispanic audience.

Where “Social Shopping” focused on the social nature of Hispanic shopping, “The Deals Ethic” examines how finding the best deal and comparing prices using mobile apps and sites is a key behavior among Hispanic shoppers. However, retailers who provide mobile access often win business by providing transparency and demonstrating value, as shown in the report.

“We knew Hispanics are heavy mobile users,” Sensis President José Villa said. “Although we began by examining in-store mobile use, what we’ve uncovered are two distinct Hispanic behaviors, social shopping and price comparison, that are heavily involved with and impacted by mobile use.”

Sensis, a cross-cultural advertising agency, and digital agency White Horse initially teamed up after White Horse conducted similar studies about retail mobile users within the general market, including 2011’s “The Future of In-Aisle Mobile,” a groundbreaking report on in-aisle retail mobile behavior. Continuing this research by focusing on the Hispanic market has provided unexpected findings that provide greater insight into retail and behavioral marketing.

“We conducted this study to gain greater insight into mobile development for our customers,” commented White Horse Principal Jennifer Modarelli. “The opportunity exists for marketers to better reach all mobile customers by applying our findings in both Hispanic In-Store Mobile Experience reports.”

“Hispanic In-Store Mobile Experience: The Deals Ethic,” which includes statistics, insights, and marketing recommendations, is available at http://www.HispanicMobileReport.com.

About White Horse
White Horse is a 32-year-old, woman-owned digital agency that designs and builds user-focused Web and mobile experiences. Our single-minded focus on gaining a deep understanding of the end-user experience, then aligning design, technical, and business processes, allows organizations and departments to meet user needs and create lasting value. Our forward-looking processes ensure the digital experiences we deliver will meet the demands of always changing technologies. Our services include digital strategy, user research, Web design, mobile design, social media strategy, technical integration, .NET Applications, user testing, Android, iPhone, and Windows 7 applications, and enterprise and open-source content management systems. For more information, visit http://www.whitehorse.com.

About Sensis
Sensis is a cross-cultural advertising agency using digital thinking to reach the multicultural mainstream. Founded in 1998, agency services include full spectrum campaigns, digital advertising, mobile, brand development, social media, website design, and application development. Focused on performance and measurement, Sensis was built from the ground up to address the fundamental changes taking place in the advertising world—the emergence of digital technologies, expanded multiculturalism, and the transformative impact of social technology. Agency clients include United Healthcare, Medicare, the U.S. Army, and the U.S. Coast Guard Academy. For more information, visit SensisAgency.com.

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Lara Haehle
White Horse
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