Savings-minded Hispanic Consumer is Digitally, Socially Charged

Valassis announced new findings revealing the heightened digital and social engagement of the growing Hispanic population when it comes to savings.

Hispanics are 29 percent more likely than the general population to use a coupon from a social site and are twice as likely to share or trade coupons through social media websites. These are findings from the Valassis Shopper Marketing Report based on a national consumer panel survey.

To a higher degree than the general population, they use both digital and print coupons, frequent shopper cards and mobile savings apps and are highly influenced to seek out an online coupon. Here are findings from this fast-growing segment of the population, that has grown 45 percent over the last 10 years and whose buying power has kept pace.

Harnessing the Purchasing Power of the Hispanic Population Online

Hispanics’ purchasing power is growing faster than any other consumer segment, making them a highly desirable target audience.  However, there are distinct complexities to reaching the Hispanic market in the digital arena.  Generational preferences across cultural, bi-cultural and general content sites make Hispanic consumers complex to reach due to their acculturation and device preferences across digital screens.

“We rely on both geospatial and demographic data in order to create highly targeted sub-ZIP Code level reach to activate 70 percent of Hispanic households compared to the 30 percent reach of a more traditional online approach. There is great potential among this growing population.”