More than half of Spanish-speaking consumers in the U.S. have purchased something online, according to a recent study from Feedback Research, a division of Claria Corp.
Feedback’s report is based on the responses of a random sampling of Claria users, including online consumers who lived in the U.S., spoke Spanish at home and/or used Spanish media regularly.
Although 79% of Spanish speakers had used the Internet for five years or less, they were more likely than non-Spanish-speaking respondents to believe that they would buy more products or use online services more over the next year (45% Spanish speakers vs. 36% non-Spanish speakers), according to Feedback.
69% of Spanish speakers said they chose the sites they purchased from because of good prices or ratings while 58% chose the sites because of secured credit card transactions, the survey found.
Spanish-speaking respondents also were more likely than non-Spanish speakers to choose the site they purchased from because of the availability of promotions or deals, (39% vs. 29%, respectively).
60% of Spanish speakers said they prefer using credit cards for online payments. They also are more likely than non-Spanish speaking respondents to use debit cards (43% Spanish vs. 35% non-Spanish) and personal checks (19% Spanish vs. 13% non-Spanish) when making online purchases, Feedback said.
Not surprisingly, 69% of Spanish speakers who shop online prefer Spanish language sites when shopping or gathering information about products and services online. And 49% said they are more likely to buy from a Spanish language site when shopping online.
When asked what type of sites they go to shop online, 62% of Spanish-speaking online shoppers said they go to specific store manufacturer sites and 59% said they go to search engines, Feedback said. Respondents were allowed to select more than one answer in this category. Spanish speakers were more likely than non-Spanish speakers to go to portal sites for online shopping (53% vs. 35%, respectively).