Post on 12-Jan-2015
description
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1
National Hispanic
Omnibus Survey
Back-to-School
Shopping Study
2013
2
ThinkNow Research
National Hispanic Quant Survey
U.S. Hispanic Nationally Representative Sample
Base Size n=502
Age: 18+
Gender: Male/Female 49%/51%
Language:
Spanish Dominant: n= 204
Bilingual: n= 125
English Dominant: n= 173
Survey field time 11 days (8/7/2013 – 8/17/2013)
Respondents were allowed to take the survey in either
English or Spanish
Base: All Respondents S2. What is your gender? S4. What is your age? S6. What language do you normally speak at home?
67%
33%
18-34
35+
AGE & GENDER
(N=502)
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Respondents’ Age, Gender & Language Use
The Omnibus Sample consists of a representative sample of U.S. Hispanic Men and Women.
Two-thirds of respondents belong to 18-34 age group, while less than one-third mostly speak
Spanish.
Male
49%
Female
51%
11%
30%
25%
19%
15%
Spanish only
Spanish mostly
Spanish andEnglish equally
English mostly
English only
LANGUAGE NORMALLY SPOKEN
(N=502)
Base: All Respondents S5. What US State do you live in? NOTE : Less than 2% is not displayed
28%
16%
10%
9%
4%
3%
2%
2%
2%
2%
2%
2%
2%
California
Texas
Florida
New York
Illinois
Arizona
New Jersey
Connecticut
North Carolina
Georgia
Pennsylvania
Colorado
Washington
U.S. STATE LIVE IN
(N=502)
4
Respondents’ State of Residence
Omnibus quotas are set for the four main and nine U.S. Census sub-regions in order to
ensure an accurate distribution of completes within each region.
Survey respondents mirror the geographic distribution of the U.S. Hispanic population.
Responses Drawn From the following US Census Regions
SOUTH = 38%
MIDWEST = 9%
NORTH- EAST = 15%
WEST = 38%
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Findings
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CONCLUSIONS
59% of all Hispanics are likely to do back-to-school shopping. Of these,
95% will patronize a Mass Merchant/Supercenter type store for at least part
of their shopping.
The primary draw at Mass Merchant/Supercenters for all Hispanics
irrespective of language are school supplies, followed distantly by clothing.
92% of Hispanics who will shop at a Mass Merchant/Supercenter for
school supplies also plan on buying clothing as part of their seasonal
shopping, and 63% of these will look to Apparel Stores for at least some of
the clothing they’re shopping for.
School supplies are far and away the most sought-for Back-to-School
shopping category among Hispanics who will be shopping at a Club Store.
12%
45%
28%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
less than $100 $100-$300 $300-$500 $500+
Base: All Respondents QBS4. How many children that have not yet graduated high school will you be shopping for? N=294
7 indicates statistically significant differences (95% c.i.)
Anticipated B2S Budget
% of shoppers at
stated budget level
A plurality of Hispanic Back-to-School Shoppers have a budget of $100-$300
Back-to-School Shopping Budgets: Planned Spending
Avg. # Kids shopped for
1.26 1.59 1.61 2.16
Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.
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A mere 5% of Hispanic Back-to-School shoppers won’t do at least some portion of their shopping at a Mass Merchant/Supercenter.
Mass Merchants/Supercenters dominate the Back-to-School shopping landscape among Hispanics
indicates statistically significant differences (95% c.i.)
95
77 73 73
70 68 68 68 64
56
MassMerchant /Supercenter
ApparelStore
Office SupplyStore
OnlineSite/Store
Dollar Store ElectronicsStore
DepartmentStore
SportingGoodsStore
Club Store Drug Store
% of all B2S Shoppers That Intend To Shop at Each Type of Store
Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.
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English-Dominant Hispanics are 39% more likely than Spanish-Dominant Hispanics to shop at a mass merchant/supercenter for school supplies, 50% more likely to shop for clothes, and 68% more likely to shop for athletic equipment.
English-dominant Hispanics are far more likely than Spanish-dominant Hispanics to do Back-to-School shopping at Mass Merchants/Supercenters
indicates statistically significant differences (95% c.i.)
54
40 40 40
28
22
69
52
43 41 42
28
75
60
44
39 39 37
School supplies Clothes Shoes Books Electronics Athleticequipment/sporting
goods
Spanish-Dominant Bilingual English-Dominant
% of all B2S Shoppers That Intend To Purchase Category at a Mass Merchant/Supercenter
92
85
47
41
37
Clothes
Shoes
Books
Electronics
Athletic equipment/sporting goods
Base: All Respondents indicating intent to shop for school supplies at a Mass Merchant/Supercenter / N=187 QBS2. For your back-to-school shopping, what type of items will you be shopping for?
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Mass Merchants/Supercenters attract Hispanics shopping for school supplies – but what else are these shoppers looking for?
% of Mass Merchant/Supercenter school supply shoppers in market
for other categories
What other categories will Hispanics who will shop at Mass Merchants/Supercenters for school supplies be shopping for this year?
Base: All Respondents QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.
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Mass Merchant/Supercenter Opportunity: 63% of Hispanics shopping for school supplies at a mass merchant/supercenter will visit apparel stores for clothes shopping.
indicates statistically significant differences (95% c.i.)
mass merchant school supply shoppers: % shopping at specialty retail for selected categories
63
52
50
43
57
44
50
40
Apparel Stores (e.g. Old Navy, TJ Maxx, Marshall's)
Office Suppliers (e.g. Office Depot, Staples)
Electronics Stores (e.g. Best Buy, Radio Shack)
Sporting Goods Stores (Sports Authority, Big 5, Dick's)
Mass Merchant School Supply Shoppers Total
Hispanics drawn to mass merchants for school supplies will shop elsewhere as well – both for school supplies as well as for the other items on their lists
% that will shop for clothes at an apparel store
% that will shop for school supplies at an office supply store
% that will shop for electronics at an electronics store
% that will shop for sporting goods at a sporting goods store
% of all B2S shoppers that will shop for clothes at an apparel store
46
19 17 16 16 15
44
22
17 20
16 16
33
20 17
3
16 15
School supplies Clothes Electronics Books Athleticequipment/sporting
goods
Shoes
Spanish-Dominant Bilingual English-Dominant
Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.
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The data support an inference that Hispanics look to Club Stores primarily for bulk items - in this case, school supplies.
Club Stores will draw Hispanics looking primarily for school supplies
indicates statistically significant differences (95% c.i.)
% of all Back-to-School Shoppers That Intend To Purchase Category at a Club Store
34
25 24
20 20 19
45
36
24 24
13
28
33
21 20 21
13
20
Books Electronics Clothes Shoes Athleticequipment/sporting
goods
School supplies
Spanish-Dominant Bilingual English-Dominant
Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.
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Bilingual Hispanics are 71% more likely than English-dominant Hispanics to shop for electronics online as part of their Back-to-School shopping.
Online Stores are more likely to draw Spanish-dominant and Bilingual Hispanics than English-dominant Hispanics for their Back-to-School shopping plans
indicates statistically significant differences (95% c.i.)
% of all Back-to-School Shoppers That Intend To Purchase Category at an Online Site/Store
Base: All Respondents doing back-to-school shopping / N=295 QBS6. Overall, do you think you will spend more or less on back-to-school shopping compared to what you spent last year?.
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Only 20% of online shoppers intend to spend less this year than last.
Over half of Hispanics who plan to do some B2S shopping online say they’re planning on spending more this year than last – though there’s also a segment that may be looking to the net to save money and spend less.
47
23
30
53
20
27
Will spend MORE Will spend LESS Will spend about the same
Total Online B2S Shoppers
% B2S Online Shoppers: Total Spending Plans against Last Year
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Demographics
16
41%
40%
10%
7%
0%
Married
Single
Living with partner
Separated/divorced
Widowed
MARITAL STATUS
2%
5%
25%
29%
5%
8%
20%
5%
Grade school
Some high school
High school graduate
Some College, but nodegree
Trade or technical school
Graduated from 2-yearCollege
Graduated from 4 or 5 yearCollege
Post Graduate Degree
EDUCATION
41%
31%
19%
5%
2%
0%
0%
0%
0%
0%
NUMBER OF CHILDREN UNDER 18 YEARS
1
2
3
4
5
6
7
8
9 or more
0
(N=502) (N=502)
(N=502)
14%
21%
23%
22%
11%
6%
2%
1%
0%
1%
1
2
3
4
5
6
7
8
NUMBER OF PEOPLE LIVING IN
HOUSE HOLD
10 or more
9 (N=502) (N=502)
Base: All Respondents
Q.D1, Q.D2, Q.D4, Q.D5, Q.D6
40%
20%
5%
9%
3%
12%
8%
3%
Work full-time
Work part-time
Self-employed/businessowner
Full-time Homemaker
Retired
Student, not employed
Currently unemployed
Unable to work/Disabled
EMPLOYMENT STATUS
17
20%
30%
17%
12%
8%
13%
1-5
6-10
11-15
16-20
21-25
25+
Born in the U.S., 68%
Moved here, 32%
Born in the U.S. Moved here
BORN IN U.S. OR MOVED TO U.S.
(N=162)
LIVED IN US
35%
32%
16%
11%
9%
7%
4%
Mexican
Mexican American
Puerto Rican
South American
Central American
Cuban
Dominican
HISPANIC ORIGIN
5%
6%
6%
5%
7%
13%
10%
14%
14%
12%
9%
Prefer not to state
$100,000 or more
$80,000 to < $100,000
$70,000 to < $80,000
$60,000 to < $70,000
$50,000 to < $60,000
$40,000 to < $50,000
$30,000 to < $40,000
$20,000 to < $30,000
$10,000 to < $20,000
< $10,000
HOUSEHOLD INCOME
(N=502)
(N=502) (N=502)
Q.D7, Q.D7A, Q.D8, Q.D10
9%
15%
36%
18%
22%
18
6%
12%
29%
24%
29%
Spanish only
Spanish mostly
Spanish and Englishequally
English mostly
English only
6%
16%
35%
21%
22%
7%
17%
29%
20%
28%
5%
14%
38%
23%
20%
INTERNET TELEVISION RADIO BOOKS, NEWSPAPERS
& MAGAZINES OVERALL
Q.D11
(N=502) (N=502) (N=502) (N=502) (N=502)
(A) (B) (C) (D) (E)
Upper case letters indicate significance at the 95% level.
E
A
AD AD AD
C C
BCE BCE
19
(N=502)
Q.D3, Q.D9
60%
33%
7%
Yes
No
Prefer not to answer
30%
14%
35%
12%
10%
Much closer toHispanic/Latino
Culture
Somewhat closer toHispanic/Latino
Culture
Equally close to bothcultures
Somewhat closer toU.S. Culture
Much closer to U.S.Culture
(N=502)
HEALTH INSURANCE CULTURAL IDENTIFICATION