New Research by The NPD Group and Univision Examines the Shopping Behaviors of U.S. Hispanics

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Hispanic Americans -- particularly those who speak Spanish on a regular basis -- don’t shop in the same way, and don’t buy the same things, as other Americans, according to The NPD Group, a leading global information company.

“When bilingual and Spanish-language dominant consumers buy, they really buy,” said Marshal Cohen, chief industry analyst of The NPD Group.

Hispanic Americans -- particularly those who speak Spanish on a regular basis -- don’t shop in the same way, and don’t buy the same things, as other Americans, according to The NPD Group, a leading global information company.

In particular:

●    Bilingual Hispanics spend 20 percent of their dollars online … a higher percentage than that of all Americans (17 percent), and all non-Hispanics (16 percent).
●    The amount of money spent per online buying visit by bilingual Hispanics is $72 compared to $68, the total market average.
●    Shoppers who are Spanish-language dominant (self-reporting that Spanish is the primary language they use at home) spend more per buying visit ($61) than non-Hispanics ($53).
●    When they make a purchase, Hispanics are more than two times as likely as non-Hispanics to put the following categories in their baskets: footwear, accessories, video games, sporting goods, music, and software.
●    Hispanics are particularly important to jewelry, off-price, and footwear specialty retailers -- accounting for 25 percent or more of all buying visits in those channels.
●    Spanish-language dominant Hispanics spend $8 more per buying visit than non-Hispanics

These findings are just a few of the insights found by The Hispanic Shopping Activity Service, the product of an alliance between The NPD Group and Univision Communications, Inc. (UCI), the leading media company serving Hispanic America.

“When bilingual and Spanish-language dominant consumers buy, they really buy,” said Marshal Cohen, chief industry analyst of The NPD Group. “Their shopping behaviors don’t conform to the patterns of other Americans. And it’s important for retailers and marketers to understand the differences.”

“We know that Hispanics tend to have larger households and that shopping is a family affair, and we know this has a significant impact on what they buy, how they buy, and where they buy,” said Roberto Ruiz, executive vice president of Strategy & Insights at Univision Communications Inc. “We also know that the U.S. Hispanic population is growing rapidly, which makes understanding this consumer crucial to the long-term growth strategy for any retailer.”

Hispanics spend roughly $170 billion a year in general merchandise, grocery and drug store channels, and represent 14 percent of all buying visits. But given the extraordinarily rapid increase in the U.S. Hispanic population (Hispanics accounted for more than half of U.S. population growth between 2010 and 2013), the impact of Hispanics on retail is certain to rise.

The Hispanic Shopping Activity Service provides the first look at the true market for Hispanic consumers.

Methodology
The NPD Group conducts a daily online consumer survey focusing on the engaged shopper and shopping behavior in the past seven days. Approximately 15-20,000 completed surveys are received per week. The survey sample is representative of the U.S. population (age 16+) inclusive of Non-Hispanics, Spanish-dominant Hispanics, Bi-lingual Hispanics and English-dominant Hispanic. The data for Spanish-dominant Hispanics are collected through a Spanish-language survey that is fielded to panelists who have reported speaking Spanish only or mostly at home. The information in this service covers all retail channels for a total of more than 1,000 retailers; purchases in 21 macro categories are included for a total store view.

About The NPD Group
The NPD Group provides market information and analytic solutions that drive better decision-making and better results. The world’s leading brands rely on us to help them get the right products in the right places for the right people. Practice areas include apparel, appliances, automotive, beauty, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, mobile, office supplies, retail, sports, technology, toys, video games, and watches / jewelry. For more information, visit npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup.

About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching approximately 94% of U.S. Hispanic television households; UniMás, a leading Spanish-language broadcast television network reaching approximately 88% of U.S. Hispanic television households; Univision Cable Networks, including Galavisión, the country’s leading Spanish-language cable network, as well as Univision tlnovelas, a 24-hour cable network dedicated to novelas, Univision Deportes Network, a 24-hour cable network dedicated to sports, ForoTV, a 24-hour Spanish-language cable network dedicated to news, and an additional suite of cable offerings - De Película, De Película Clásico, Bandamax, Ritmoson and Telehit; Univision Television Group, which owns and/or operates 61 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 67 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; an Interactive network of online and mobile apps and products including UVideos, the first bilingual digital network serving Hispanic America, Uforia, the leading Hispanic digital music service, Univision.com, the No. 1 most-visited Spanish-language website among U.S. online Hispanics, and Univision Partner Group, a specialized advertising and publisher network. UCI’s assets also include a minority stake in El Rey Network, a 24-hour English-language network founded by maverick filmmaker Robert Rodriguez, and a joint venture with Disney/ABC Television Network for Fusion, a news, pop culture and satire TV and digital network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit http://www.Univision.net.

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