Hispanics describe themselves racially in different ways, and those definitions carry over into differences in online behavior, according to the latest Simultaneous Media Survey by BIGresearch.
The 44.2% of Hispanics who described themselves as Caucasian tended to be older and have higher incomes than those who defined themselves as Other Race/Heritage (34.6%) and Multi-Racial (16%). (The balance identified themselves as Black, Native American or Asian.) The average age and income of those who called themselves Caucasian was 40.8 years and $57,748, compared with 34.0 and $47,873 for Other and 33.1 and $50,139 for Multi-Racial.
There were differences in online behavior as well, with 24.8% of those who put themselves in the Caucasian category saying they regularly shop online versus 22.7% of Multi-Racial and 21.7% of Other. Among all Hispanics, 22.9% says they regularly shop online, 63.2% occasionally and 13.9% never. Among all adults those breakdowns were 27.2%, 62.3% and 10.5%.
The Caucasian grouping was less likely to search online as a result of information received by cell phone (10.9%) than Multi-Racial (15.3%) and Other (15.0%). E-mail prompts online searches for 31.8% of the Caucasian grouping versus 34.4% of Multi-Racial and 38.2% of other. Those who view themselves as Caucasian were slightly more likely to search online as a result of something they saw in a newspaper, 39.7% versus 39.3% for the two other groups.
“The breakout of Hispanic/Caucasian, Hispanic/Other Race and Hispanic/Multi-Racial consumers reveals differing cultural identities within the categories which give a real insight into the complexity of marketing to Hispanics who have their own internal diversity,” says Joe Pilotta, vice president of strategy at BIGresearch.
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