Understanding the Hispanic Consumer

A Univision study highlights ecommerce trends that are here to stay

As the Hispanic population continues to grow in the United States, so does its influence on brand strategy. This fastest-growing consumer group makes up nearly one-fifth of the U.S. population, and to ignore its impact on the market would be detrimental to a company’s success.

Univision recently conducted a study on the ecommerce and direct-to-consumer retail behavior of Hispanic shoppers versus Non-Hispanic shoppers. By looking at over 4,000 consumers aged 18 and above who have shopped online in the last six months, Univision was able to understand the online purchasing power that Hispanic consumers hold.

Hispanic consumers are more likely to engage in unique shopping activities, such as shopping online for the first time or buying from new vendors. Categories such as pet care, home furnishings and décor, and apparel and accessories have driven Hispanics online for the first time to shop for these items.

Additionally, the shift in their means of consumption is more permanent than that seen in Non-Hispanic shoppers. Hispanic consumers are more open to DTC shopping in the future and they expect to do more than half of their shopping online after the pandemic.