Hispanic omnibus w5 2013 quick poll on mobile usage
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This document contains the results of a survey on mobile phone usage among Hispanic consumers: - Hispanic consumers most often use their mobile phones to aid purchase decisions in electronics, movie, grocery, and clothing stores. Younger consumers and those who speak Spanish at home use their phones more frequently for this purpose. - 60% of Hispanic consumers report using their phone to help friends/relatives shop, and being helped by friends'/relatives' phones. Younger consumers and those who speak Spanish at home are more likely to help and be helped. - While most agree ads on phones are annoying, majorities also agree they would accept ads for discounts/perks and that ads provide product information. Younger consumers and those
Hispanic omnibus w5 2013 quick poll on mobile usage
- 1. Hispanic Omnibus Quick Poll Results on Mobile Phone Usage Presented by:
- 2. Contents Survey Background and Methodology Executive Summary Survey Results: Use of Mobile Devices in Stores Attitudes Toward Advertisements on Mobile Devices Results by Language Spoken at Home Appendix: Sample Profile Attribution 2
- 3. Research Methodology ThinkNow Research conducts an Omnibus survey of 500 Hispanic consumers several times per year. The quantitative survey is made available in both English and Spanish with respondents recruited from a research panel. Survey Qualification Criteria: Age 18+ Describe themselves as Hispanic or Latino. To insure a consistent and representative sample of U.S. Hispanic adults in each wave of the Omnibus, quotas are set with respect to: Gender Age Region Language normally spoken at home. 3
- 5. Key Research Findings Hispanic consumers report using their mobile phones most often to aid their purchase decisions in electronics stores, movie theatres, grocery stores and clothing stores. When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their phone to help their friend or relative make decisions or obtain a discount. Sixty percent also report that they were helped by a friend or relative using a mobile phone to help them. Using a mobile phone to assist in purchase decisions rises significantly among Hispanic consumers under age 35, those who speak Spanish at home, those with medium levels of acculturation, in households with children and in households with income of $40k or higher. Three out of four Hispanic consumers surveyed agree that “advertisements on cell phones are annoying.” At the same time, a majority agree that they would be willing to receive advertisements in exchange for lower monthly costs or additional services and that advertising can provide them with useful product information. Men, younger consumers, those who speak Spanish at home, those with medium acculturation and those with children are more open to receiving advertising on their mobile phone. 5
- 6. Survey Results: Use of Mobile Phone to Aid In-Store Purchase Decisions 6
- 7. Use of Mobile Phone to Aid Decisions Hispanic consumers report using their mobile phones most often to aid their purchase decisions in electronics stores, movie theatres, grocery stores and clothing stores. Almost Always (5) 4 3 2 Not Very Often (1) Electronics store Never Top 2 box 45% Movie theatre 81% 43% Grocery store 42% Clothing store 76% 77% 40% Home improvement store 79% 34% Sporting goods store 77% 32% 0% 20% 40% Ever use 73% 60% 80% Q: On a scale of 1-5, where 1 is not very often and 5 is almost always, how often do you rely on your mobile phone to assist you in making purchase decisions in the following places? Base: All respondents (n=500). 100% 7
- 8. Use of Mobile Phone to Aid Decisions Using a mobile phone to assist in purchase decisions rises significantly among Hispanic consumers under age 35, those who speak Spanish at home, those with medium levels of acculturation, in households with children and in households with income of $40k or higher. Age Total 18-34 Language at Home 35+ Spanish Bilingual Acculturation Level Kids <18? Income English Low Med. High Yes No <$40k $40k+ Frequently use mobile phones to assist in purchase decisions (top 2 box) Electronics store 45% 54% 33% 59% 45% 29% 35% 54% 28% 52% 34% 41% 50% Movie theatre 43% 51% 33% 54% 37% 34% 31% 51% 29% 49% 34% 35% 51% Grocery store 42% 46% 36% 59% 41% 23% 46% 47% 24% 49% 31% 36% 48% Clothing store 40% 46% 33% 56% 39% 23% 40% 47% 21% 47% 30% 35% 46% Home improvement store 34% 37% 29% 49% 33% 17% 36% 40% 15% 40% 23% 28% 40% Sporting goods store 32% 38% 24% 47% 30% 16% 27% 41% 11% 38% 21% 22% 41% Ever use mobile phone to assist in purchase decisions: Electronics store 81% 91% 67% 88% 82% 71% 85% 85% 64% 85% 73% 77% 85% Clothing store 79% 89% 67% 89% 83% 66% 87% 84% 63% 85% 71% 77% 83% Grocery store 77% 85% 68% 87% 79% 65% 87% 81% 61% 83% 69% 75% 80% Home improvement store 77% 86% 66% 86% 79% 65% 81% 83% 58% 83% 68% 74% 81% Movie theatre 76% 89% 59% 85% 77% 65% 81% 81% 58% 80% 69% 71% 80% Sporting goods store 73% 85% 59% 80% 81% 61% 69% 81% 56% 80% 63% 67% 80% Q: On a scale of 1-5, where 1 is not very often and 5 is almost always, how often do you rely on your mobile phone to assist you in making purchase decisions in the following places? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level. 8
- 9. When Shopping with Friends or Relatives When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their phone to help their friend or relative make decisions or obtain a discount. Sixty percent also report that a friend or relative used their phone to help them. Have you used your mobile phone to help them make decisions or obtain a discount? No 40% Have they used their mobile phone to help you make decisions or obtain a discount? No 40% Yes 60% Yes 60% Base: All respondents (n=500). Q: Have you ever used your mobile phone at a store to help a friend or relative you’re shopping with make purchase decisions or get a discount? Q: Have you ever been shopping at a store with a friend or relative who has used their mobile phone to help you make purchase decisions or get a discount? 9
- 10. Providing Help to Friends or Relatives The same subgroups of Hispanic consumers that use their mobile phone to assist in making purchase decisions in stores use are more likely than average to use their mobile phone to assist friends or relatives they may be shopping with. I have used my mobile phone to help a friend or relative make a purchase decision or obtain a discount in a store 70% 69% 60% 49% TOTAL 18-34 35+ 66% 59% 56% Spanish Bilingual English Language Spoken at Home 52% 47% Low Medium Acculturation 69% 66% 50% High Any kids No kids 51% <$40k $40k+ HH Income Q: Have you ever used your mobile phone at a store to help a friend or relative you’re shopping with make purchase decisions or get a discount? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level. 10
- 11. Obtaining Help from Friends or Relatives The same subgroups of Hispanic consumers that use their mobile phone to assist in making purchase decisions in stores use are also more likely than average to report obtaining help from friends or relatives who use their mobile phone to assist them with purchase decisions. A friend or relative has used their mobile phone to help me make a purchase decision or obtain a discount in a store 70% 69% 65% 65% 62% 60% 18-34 48% TOTAL 59% 47% 35+ Spanish Bilingual English Language Spoken at Home 52% 67% 53% 45% Low Medium Acculturation High Any kids No kids <$40k $40k+ HH Income Q: Have you ever been shopping at a store with a friend or relative who has used their mobile phone to help you make purchase decisions or get a discount? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level. 11
- 12. Survey Results: Attitudes toward Advertisements on Mobile Devices 12
- 13. Attitudes toward Cell Phone Advertising Three out of four Hispanic consumers surveyed agree that “advertisements on cell phones are annoying.” At the same time, a majority agree that they would be willing to receive advertisements in exchange for lower monthly costs or additional services and that advertising can provide them with useful product information. Agree Completely Agree Somewhat Disagree Somewhat Disagree Completely Top 2 Box 44% Advertisements on cell phones are annoying Mobile phones provide me with useful information about bargains 74% 35% I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs 68% 39% Advertising on mobile phones provides me with useful information about new products and services 66% 32% I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or SMS 65% 34% Advertising on mobile phones provides me with meaningful information about the product use of other consumers 64% 29% I just want to use my cell phone to make and receive calls and don’t care about any other features 61% 27% 0% 20% 51% 40% 60% 80% Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Base: All respondents (n=579). 100% 13
- 14. Attitudes toward Cell Phone Advertising Men are more open than women to receiving advertising on their mobile phone. Top 2 Box Agreement, by Gender 79% 72% Advertisements on cell phones are annoying 75% Mobile phones provides me with useful information about bargains 64% I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs 61% Advertising on mobile phones provides me with useful information about new products and services 75% 60% 73% 73% I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or SMS 59% 69% Advertising on mobile phones provides me with meaningful information about the product use of other consumers I just want to use my cell phone to make and receive calls and don’t care about any other features 57% 46% 54% Men Women Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Base: All respondents (n=579). indicates statistically significant differences at the 95% confidence level. 14
- 15. Attitudes toward Cell Phone Advertising Hispanic consumers under age 35, those who speak Spanish (primarily or bilingually), those with low to medium acculturation and those with children are more likely to be open to receiving advertising on their mobile phones. Age Top 2 Box Agreement Advertisements on cell phones are annoying Mobile phones provides me with useful information about bargains I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs Advertising on mobile phones provides me with useful information about new products and services I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or Text Messages Advertising on mobile phones provides me with meaningful information about the product use of other consumers I just want to use my cell phone to make and receive calls and don’t care about any other features Language at Home Bilingual English Acculturation Level Kids <18? Income Total 18-34 35+ Spanish 74% 75% 74% 66% 78% 84% 59% 77% 86% 72% 80% 68% 81% Low Med. High Yes No <$40k 68% 79% 60% 75% 74% 49% 75% 73% 46% 73% 56% 66% 76% 59% 66% 75% 55% 57% 74% 56% 70% 56% 58% 75% 65% 77% 56% 72% 74% 40% 67% 74% 37% 70% 51% 64% 77% 54% 70% 72% 43% 65% 72% 40% 69% 52% 58% 71% 61% 73% 52% 67% 70% 39% 63% 70% 35% 66% 48% 57% 66% 51% 45% 55% 47% 46% 63% 48% 48% 63% 48% 58% 65% $40k+ 61% 54% Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Base: All respondents (n=579). indicates statistically significant differences at the 95% confidence level. 72% 69% 46% 15
- 17. Sample Profile Metric Male Female n=500 50% 50% Metric 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or older Mean age Median age Language Spoken at Home: Spanish only Spanish mostly Spanish and English equally English mostly English only Survey completed in Spanish: 9% 31% 25% 26% 9% 24% 12% East North Central 25% 31% 23% 14% 7% 1% 35 32 2% Middle Atlantic Age: Region: New England 7% West North Central South Atlantic East South Central West South Central Mountain Pacific 2% 17% 1% 16% 10% 32% Hispanic Origin: Mexican American Mexican Puerto Rican South American Cuban Central American Dominican 31% 30% 17% 9% 9% 8% 5% 17
- 18. Sample Profile Metric n=500 Marital Status: Married Single Living with partner Separated/divorced Widowed Prefer not to answer Metric Educational Attainment: 48% 33% 9% 8% 1% 1% Grade school Some high school High school graduate Some College, but no degree Trade or technical school Graduated from 2-year College 1% 6% 23% 20% 6% 11% Graduated from 4 or 5 year College 28% Average household size 3.4 Post Graduate Degree 5% No children <18 present Any children under 18 present 61% 39% Born in the U.S. Moved here Average years living in the U.S. 67% 33% 27 Employment Status: Employed (net) Work full-time Work part-time Self-employed/business owner Full-time Homemaker Retired Student, not employed Currently unemployed Unable to work/Disabled 66% 45% 16% 5% 11% 3% 7% 10% 3% 18
- 19. Sample Profile Metric n=500 Cultural Identification: Metric Household Income: Much closer to Hispanic/Latino 29% Less than $10,000 8% Somewhat closer to Hispanic/Latino 20% $10,000 to less than $20,000 12% Equally close to both cultures 31% $20,000 to less than $30,000 14% Somewhat closer to U.S. Culture 10% $30,000 to less than $40,000 12% Much closer to U.S. Culture 10% $40,000 to less than $50,000 9% $50,000 to less than $60,000 9% $60,000 to less than $70,000 7% Overall Media Language Preference: Spanish only 4% $70,000 to less than $80,000 6% Spanish mostly 20% $80,000 to less than $100,000 6% Spanish and English equally 32% $100,000 or more 15% English mostly 26% Prefer not to state 3% English only 18% Mean $64k Median $43k Acculturation: Low Acculturation 16% Medium Acculturation 62% High Acculturation 22% 19
- 20. CONTACT INFO: 2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 Main Phone: 877-200-2710 Mario X. Carrasco, M.A. 818-843-0220 x101 [email protected] Roy Eduardo Kokoyachuk, MBA 818-843-0220 x102 [email protected]