Hispanic Digital Consumer - IAB · Home Improvement Project Do you plan to make any of the...
Transcript of Hispanic Digital Consumer - IAB · Home Improvement Project Do you plan to make any of the...
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Sample Sizes
• Prosper Insights & Analytics Annual Media Behaviors & Influence™ (MBI) Study
• 16,228 Adults 18+ representative of the general US population
• 2613 Hispanic Adults 18+ representative of the general Hispanic US 18+ population
• Prosper Insights & Analytics Monthly Consumer Survey conducted online in June 2015 and included
Home Renovators
• 6087 Adults 18+ representative of the general US 18+ population
• 750 Hispanic Adults 18+ representative of the general Hispanic US 18+ population
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9% of Americans are Planning a
Home Improvement Project
Do you plan to make any of the following major (big dollar) purchases
within the next 6 months? (Major Home Improvement or Repair)
19%
32%
23%
25%
9%
of US Adults Are
Planning
Major Home
Improvements
or Repairs
And they live in the…
Those who are planning a home improvement are distributed regionally across the US in proportion to the US population
(US population over 18: Northeast 19%, Midwest 23%, South 34%, West 23%)
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Which area in your home is most in need of a makeover or remodeling job?(US Adults 18 and Older)
Even Among the General Population,
Most Homes are in Need of a Makeover
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How do you feel about your overall financial
security (on a scale of 1-5)?
(Somewhat or Very Secure/ Financially Stable)
Over the last 30 days, have you put
off or deferred purchases in any of
the following areas?
(Home Improvement Projects)
•
Regarding your personal financial
situation, compared to this time last year,
are you better off?
(Better Off)
Which one of the following best describes
your feelings about chances for a strong
economy during the next 6 months?
(Confident/Very Confident)
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Adults 18+
Planning HomeImprovement
Planning Home Improvement
MarriedOver 35ProfessionalEducated
Purchase Influencer
Even Gender Split
Do you plan to make any of the following major (big dollar) purchases within the next 6 months? (Major Home Improvement or Repair)
Avg. Household Income A18+: $65,082Avg. Household Income A18+ Planning
Home Improvement: $85,205US A18+: 51%:49%
High Income
Homeowner
Home Renovators Earn 31% More
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US Adults 18 and Older A18+ Planning Home Improvement
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Do you download apps to your mobile device?
Do you use 'Daily Deal' type sites ?
Do you redeem coupons in any of the following ways?
How often do you do any of the following on your
smartphone or tablet while shopping in a store?
On an average WEEK (MONDAY-SUNDAY), do you…? Which of the following do you do regularly or occasionally?
Which of the following do you do regularly or occasionally?Which of the following do you use regularly or occasionally?
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Mobile Device Ownership Among Those Planning Home Improvement by Region
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Even When They’re Not Planning a Project
Home Renovators Spend More on Hardware
Overall in a Typical Month
In an average month, approximately how much do you spend on
Home Improvement/Hardware Items?
$73
$81
$70
$75
US Adults
Planning
Major Home
Improvements
or Repairs
Spend
$76
on Hardware
Monthly
vs. $46 for
US Adults overall
Monthly purchase
amounts vary by region…
Those who are planning a home improvement are distributed regionally across the US proportionate to the US population
Spend
64%
More
Monthly
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US Adults 18 and Older A18+ Planning Home Improvement
Do you plan to make any of the following major (big dollar) purchases within the next 6 months?
(Check all that apply)
Northeasterners (10%)
more likely to buy house
West (24%) and Midwesterners (23%) more
likely to buy appliances
Northeasterners (25%)
more likely to buy furniture
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US Adults 18 and Older A18+ Planning Home Improvement
In the past 30 days, have you shopped for the following products? (Home Decor), (Hardware or Garden Supplies)
Over the next 90 days, do you plan on spending more, the same or less on the following items than you would normally spend at this time of the year? (more)
Midwest (41%) and West (37%)
especially planning to spend more
(Lamps, pictures, etc.)
Midwest (36%) especially
planning to spend moreWest (23%) especially
planning to spend more
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US Adults
Planning
Major Home
Improvements
Will Spend
$390
on Lawn &
Garden
Supplies
vs. $190 for
US Adults overall
this year
Home Renovators Spend
Twice as Much on Lawn and Garden Supplies
Approximately how much do you plan to spend on Lawn & Garden
Supplies this year?
$380
$433
$336
$395
Yearly purchase
amounts vary by region…
Those who are planning a home improvement are distributed regionally across the US proportionately to the US population
Spend
2x
More
Annually
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(i.e. yard, patio, etc.)
Which area in your home is most in need of a makeover or remodeling job?
By Region:
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By Region:Where do you look for design inspiration or ideas for your home?
By Region:
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Which of the following triggers you to start an online search? (Ranked in order of top
sources for design ideas)
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After searching, how do you communicate with others about a service, product or brand?
(Check all that apply)
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•
For HOME IMPROVEMENT PURCHASES, please tell us which of the following media influence your purchases (Social Media, Blogs)
When you purchase products or services, do you seek advice from others before buying? (Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits)
How do you seek advice from others about products and services before buying?
IAB Digital Influence on Home Improvement Plans, Aug. 2015
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•Which of these ways do you research the following items before purchasing?
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•
•
Please tell us which of the following media influences your HOME IMPROVEMENT purchases:
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•
•
Not Just Influenced by Online & Mobile Media
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•
•
•
•
•
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Under 45 (67% vs. 44%)
Parents(Under 18 in Home)
(54% vs. 36%)
Divorced(15% vs. 10%)*
Do you plan to make any of the following major (big dollar) purchases within the next 6 months?
(Major Home Improvement or Repair) (Hispanic Adults 18 and Older compared to US Adults 18 and Older)
Married or Living with Partner(71% vs 72%)
Slight Female Skew (48% M:52% F)
Professional/Managerial(25% vs. 30%)*
Retired(18% vs. 23%)*
Above Avg. Income($69k (vs $65k US avg) vs $85k)
Purchase Influencer(29% vs. 26%)
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Adults 18+ PlanningHome
Improvement
HispanicA18+
PlanningHome
Improvement
Adults 18+ PlanningHome
Improvement
HispanicA18+
PlanningHome
Improvement
Adults 18+ PlanningHome
Improvement
HispanicA18+
PlanningHome
Improvement
Adults 18+ PlanningHome
Improvement
HispanicA18+
PlanningHome
Improvement
•
•
How do you feel about your overall
financial security (on a scale of 1-5)?
(Somewhat or Very Secure/ Financially
Stable)
Over the last 30 days, have you put
off or deferred purchases in any of
the following areas?
(Home Improvement Projects)
Regarding your personal financial
situation, compared to this time last year,
are you better off?
(Better Off)
Which one of the following best describes
your feelings about chances for a strong
economy during the next 6 months?
(Confident/Very Confident)
23%More so
than
Gen.
Home
Improvers
13%More so
than
Gen.
Home
Improvers
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Adults 18+ A18+Planning
HomeImprovement
HispanicA18+
PlanningHome
Improvement
Adults 18+ A18+Planning
HomeImprovement
HispanicA18+
PlanningHome
Improvement
Adults 18+ A18+Planning
HomeImprovement
HispanicA18+
PlanningHome
Improvement
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Green arrows indicate that Hispanic consumers planning home improvement are significantly more likely to do this activity than either the general population or
general home renovators
84% 84%
29%
55%
72%
43%48% 46%
51%
95% 95%
36%
65%
84%
54%62% 60%
65%
92% 93%
64%
79% 88%
67%74%
53%60%
Adults 18+ A18+ Planning Home Improvement Hispanic A18+ Planning Home Improvement
70%
25%
62%52%
35%41%
46%54%
40%
78%
35%
71%65%
44%51%
55%64%
47%
85%
57%
84%76%
65%72%
46%
83%
63%
Do you download apps to your mobile device?
Do you use 'Daily Deal' type sites ?
Do you redeem coupons in any of the following ways?
How often do you do any of the following on your
smartphone or tablet while shopping in a store?
On an average WEEK (MONDAY-SUNDAY), do you…? Which of the following do you do regularly or occasionally?
Which of the following do you do regularly or occasionally?Which of the following do you use regularly or occasionally?
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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US Adults 18 and Older
A18+ Planning Home Improvement
Hispanic A18+ Planning Home Improvement
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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US Adults 18 and Older A18+ Planning Home Improvement Hispanic A18+ Planning Home Improvement
(Lamps, pictures, etc.)
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Which area in your home is most in need of a makeover or remodeling job?
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Where do you look for design inspiration or ideas for your home?
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Where do you look for design inspiration or ideas for your home?
*Low base size. Use directionally.
What inspires you to do an online search?
•
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Adults 18+ A18+ Planning Home Improvement Hispanic A18+ Planning Home Improvement
•
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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•
•
Adults 18+
A18+ Planning Home Improvement
Hispanic A18+ Planning Home Improvement
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Adults 18+ A18+ Planning Home Improvement Hispanic A18+ Planning Home Improvement
•
More likely
than
A18+PHI
More likely
than
A18+PHI
More
likely
than
A18+PHI
More likely
than
A18+PHI
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Adults 18+ A18+ Planning Home Improvement Hispanic A18+ Planning Home Improvement
•
Digital and Mobile Influence on Home Improvement Purchases:
About
More likely to
be
Influencedby Mobile
Media than
Gen. Home
Renovators
About
More likely
to be
Influencedby Digital
Media than
Gen. Home
Renovators
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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•
For HOME IMPROVEMENT PURCHASES, please tell us which of the following media influence your purchases (Social Media, Blogs), Where do you look for
design inspiration or ideas for your home? During an average WEEK (MONDAY-SUNDAY), do you…? Which of the following triggers you to start an online search?
Adults 18+
A18+ PlanningHome Improvement
Hispanic A18+Planning HomeImprovement
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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72%
30%
20%13%
8% 6% 3% 4%
76%
42%
25%19%
13% 12%7%
6%
59%
27%31%
21%
13%20% 18%
9%
Face-to-Face Read ProductReviews
Ask FacebookFriends
Read Blogs Visit FacebookBrand Pg
Pinterest LinkedIn Twitter
Adults 18+ A18+ Planning Home Improvement Hispanic A18+ Planning Home Improvement
81%
10%16%
3%12%
5% 3% 3%
82%
15%23%
5%
18%10% 7% 5%
62%
15%
28%
9%
28%20%
15%6%
Face-to-Face Write ProductReviews
Post toFacebookFriends
Write Blogs Post onFacebookBrand Pg
Pinterest LinkedIn Twitter
When you purchase products or services, do you seek/give advice from others before buying? (Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits)
How do you seek/give advice from others about products and services before buying?
More likely to read product
reviews on mobile while
shopping in store
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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Do you use Spanish Language Media? (Regularly/Occasionally) (TV, Magazines, Internet, Radio, etc.)
(Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits)
(TV, Magazines, Internet, Radio, etc.)
73% vs. 59% of Hispanic US Adults
65% vs. 73% of Hispanic US Adults
IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015
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IAB Digital Influence on Hispanic Consumers Planning Home Improvement, Aug. 2015