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

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Culture’s role examined in how Hispanics use mobile technology when shopping.

The White Horse/Sensis focus on the user resulted in findings that will be of great benefit to brands and retailers seeking to target the Hispanic market.

Sensis and White Horse released the last of three reports on Hispanic retail mobile use, entitled, “Hispanic In-Store Mobile Experience: The Role of Culture.” Like the previous reports, “Social Shopping” and “The Deals Ethic,” “The Role of Culture” presents findings based on a study of Hispanic mobile use during shopping. By understanding the Hispanic culture and their mobile habits, brands and retailers can more effectively design in-store experiences that are further in line with user desires.

Where “Social Shopping” focused on the social nature of Hispanic shopping and “The Deals Ethic” examined the value proposition for Hispanic shoppers, “The Role of Culture” shows how retail marketing and promotions should reflect an understanding of Hispanic culture. Uncovering cultural insights is a necessary step to designing and executing the optimal digital experience.

“Unfortunately, retailers don’t demonstrate a cultural sensitivity toward Hispanics beyond using Spanish in their materials,” Sensis President José Villa said. “Spanish is just one part of the culture. There are attitudes, expectations, beliefs and actions making up the diverse culture thriving under the Hispanic ‘umbrella.’”

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.

Sensis shared the complete three-chapter report to a group of more than 200 attendees at the Hispanic Retail 360 Summit in mid-August.

“Ethnographic research is essential when developing technology for different cultural groups. The White Horse focus on the user resulted in findings that will be of great benefit to brands and retailers seeking to target the Hispanic market,” White Horse Principal Jennifer Modarelli said. “Taken together, the reports we’ve developed with Sensis bring the Hispanic in-store mobile experience into sharp focus.”

“Hispanic In-Store Mobile Experience: The Role of Culture,” 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 Southern California Public Radio. For more information, visit SensisAgency.com.

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Lara Haehle
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