U.S. Hispanic Market More Likely to Buy Via Mobile

U.S. Hispanic mobile users are more likely to make a mobile purchase than non-Hispanics, according to recent research reported by eMarketer. Nearly half of U.S. Internet users (48%) have never used their mobile device to make a purchase, per a 2014 survey by cloud commerce provider Avangate, but, of the 52% who are comfortable making mobile purchases, U.S. Hispanic consumers are more likely than their non-Hispanic counterparts to buy via smartphone or tablet. According to 2014 data from ThinkNow Research and Zpryme Research & Consulting, approximately half of U.S. Hispanic mobile buyers had purchased clothes, electronics, music or movie tickets within the past month. Non-Hispanic mobile buyers were significantly less likely to have made any of these purchases within the past 30 days. U.S. Hispanic mobile buyers also were more inclined to use their devices to research products; 53% of Hispanic mobile buyers looked for online product reviews on their smartphones and tablets, compared with 44% of non-Hispanics. And expert opinion counted more with Hispanic buyers. Overall, product ratings by experts are the second-most-utilized source when conducting research via smartphones and tablets. Some 36% of U.S. Hispanic mobile buyers searched for experts' advice, compared with 26% of non-Hispanics. For the complete eMarketer story, go to http://www.emarketer.com/Article/US-Hispanic-Mobile-Buyers-More-Inclined-Buy-Research-on-Device/1011528