ShareThis Consumer Study Online Sharing Behaviors of Hispanic Consumers

Methodology The purpose of the study is to better understand the online social behaviors of Hispanic consumers what they share online, how they share it, who they influence, and how all of this can give us insight into their offline purchase behaviors. Over the course of 4 months, ShareThis collected online social behavior data from over 42 million unique users logging nearly 70 million sharing events. We then cross-matched each user with a database of 30 million offline purchasers across every major CPG, Retail, Finance, and Auto category. In order to build a multi-dimensional profile of the Hispanic audience, we broke out the broader Hispanic segment into three sub-segments (General, Moms, and Millennials) and compared all results to non-Hispanic users in our network. 2

A few terms and definitions. For the purposes of this study, Hispanic users were defined based on a combination of self-identification sources including surveys, census data, DMV registrations, public records, and verified demographic data from leading verification companies. A share refers to the specific act of posting a piece of web content on a social channel, such as Facebook or Twitter. A click-back is a page view triggered by clicking on content shared by someone in your network. Consumption of web content refers to the aggregate number of page views, including those from searches and click-backs. Engagement is calculated by dividing the number of users who performed a specific action (e.g. sharing) by the total number of users. 3

Executive Summary

Hispanics are more social, more influential, and more impressionable online, especially within certain target content categories Hispanics are twice as likely to share, and each user shares 5 times as often Shares by Hispanic users are 35% more likely to be clicked on Hispanics are much more social with content about family, food, and culture 5

Despite the many differences in sharing behaviors between Hispanics and nonHispanics, we find that these behaviors converge among younger generations Hispanics use Pinterest and Twitter less often, preferring to share via email and blogging channels Hispanics consume plenty of content on mobile devices, but theyre generally less inclined to actually share on these devices However, sharing behaviors converge in younger generations: Hispanic Millennials are more inclined to share on mobile, and more likely to use Twitter and Pinterest 6

Among Hispanics, the correlation between sharing and purchase behaviors is more pronounced. Hispanics are more likely to take to the web to read and share CPG-related product reviews, opinions, and advice and more likely to purchase the products they share about. Purchase lift among Hispanic sharers is 50% higher than it is among non-Hispanics. 7

Study Results 8

Hispanics are generally twice as likely to share content online, and each user shares 5 times as often Average number of sharing events per user: Social Engagement % of total users who shared or clicked back on shared content 2.1x 65% 5.0x 1.9 31% of users clicked back on shared content 17% 7% 0.4 Hispanics Non-Hispanics of users shared content Non-Hispanics 9 Hispanics

In terms of content consumption, Hispanics are broadly in line with the rest of the web. Arts & Entertainment, Family, and Sports are the most searched and viewed categories User Engagement - Consumption: % of total users who viewed content % Hispanics 100% Index vs Non-Hispanics (Base: 100) 98% 75% 107 127 131 95% 82% 50% 124 75% 112 112 112 100 71% 69% 89 83 62% 59% 75 56% 54% 93 95 53% 50% 49% 90 38% 25% 0% (an index value of 110 means Hispanics are 10% more likely to consume content than non-Hispanics) 10

When it comes to sharing, however, we find that Hispanics are more vocal about family, food, and culture User Engagement - Sharing: % of total users who shared content % Hispanics Index vs Non-Hispanics (Base: 100) 40% 256 223 30% 20% 10% 187 214 207 30% 184 32% 27% 123 21% 148 126 135 108 24% 18% 172 18% 14% 16% 15% 12% 0% 11 123 109 14% 11% 10%

Moreover, Hispanics are more influential across the board, especially when it comes to the content they share the most Influence Click-backs per Share: Hispanics Index vs Non-Hispanics (Base: 100) 40.00 30.00 168 143 141 129 115 155 150 128 35.0 123 28.9 20.00 21.3 133 123 134 103 24.5 20.3 16.8 146 20.0 19.8 17.4 15.7 17.3 14.9 10.00 12.5 10.5 0.00 On average, shares by Hispanic users are 35% more likely to be clicked on than shares by non-Hispanic users. 12

Compared to the rest of the web, Hispanics are less likely to share on Twitter and Pinterest, and twice as likely to use email Moreover, theyre nearly 50% more likely to use blogging channels such as Tumblr and Blogger, both for sharing and viewing shared content. Social Channels: Top Social Channels Indexed Over non-Hispanic users % of total shares, Hispanics (outer) and Non-Hispanics (inner) Email Facebook 1.95 10.2% Email 7.6% 4.3% Pinterest 5.3% Tumblr/Blogger 5.3% 6.0% 8.0% 5.9% Other Facebook 12.9% Twitter 0.99 Tumblr / Blogger 1.43 62.0% 61.2% Pinterest 11.4% Twitter 0.72 0.66 Benchmark: Non-Hispanic users This may be an indication that they prefer to share content via more intimate, personally-curated social channels. 13

Despite consuming plenty of content on mobile devices, theyre generally less inclined to use them to share such content For Hispanics, mobile makes up 17% of total content consumption, but only 7% of sharing activity. Mobile Consumption: Mobile Sharing: iPhone % of total content consumed % of total content shared Tablet 19.6% Android 6.4% 15.5% 13.6% 6.2% 6.2% 8.1% 7.2% 5.8% 3.3% 3.9% 1.0% 5.1% Hispanic 3.5% 2.8% 3.5% Non-Hispanic Hispanic Non-Hispanic Mobile adoption among Hispanics continues to outgrow the rest of the population, but mobile as a sharing platform has a ways to go. 14

This may be driven in part by a lower affinity toward mobile-friendly content Hispanics are less likely to share pictures, videos, and interactive content, and less likely to do so on platforms like Pinterest and Twitter, which normally drive a disproportionate amount of mobile sharing. Top Content Shared on Mobile: Social Channels Used on Mobile: % of users mobile users who shared content % of total shares, Hispanics (outer) and Non-Hispanics (inner) 0% 5% 10% 15% 20% Family & Parenting Facebook Culture & Religion Politics & Government 2.9% 3.4% Email Hispanics Non-Hispanics Twitter Pinterest Food & Drink Tumblr Style & Beauty Linkedin Other Sports 5.2% 4.9% 7.4% 4.1% 1.3% 1.1% 18.9% 4.1% 13.6% 60.3% 0.7% 72.1% Arts & Entertainment Home & Garden In general, we find that sharing behaviors vary greatly from device to device. This is not the case for Hispanics, who use mobile in much the same way as they use their desktops. 15

However, this changes when we look into younger generations, whose mobile sharing tends to converge with the rest of the web This may be an indication that mobile has been slower in crossing generational barriers for Hispanics. Top Content Shared on Mobile Mobile Sharing: % of users who shared on mobile % of total content shared Hispanic Millennials Non-Hispanic Millennials 0% 10% iPhone Tablet 15.9% 15.5% Android Style & Beauty 5.9% Food & Drink 6.2% Technology Health & Fitness 6.2% 5.1% Sports Arts & Entertainment 3.8% 4.2% Travel & Leisure Hispanic Millennials Non-Hispanic Millennials Business 16 20% 30% 40%

Moreover, broader sharing behaviors for Hispanic Millennials are much more aligned with the rest of the web Top Social Channels: % of total Millennials sharing, Hispanic (outer) and non-Hispanic (inner) Facebook 9.8% Email 2.7% Twitter Pinterest Hispanic Millennials use Twitter, Pinterest and LinkedIn more often than average Hispanic users. In fact, theyre even more active on Twitter than their non-Hispanic counterparts. Tumblr/Blogger 5.3% 4.9% 5.3% 6.9% 3.1% 5.2% 5.8% 4.6% 9.5% LinkedIn 9.7% Other 17 64.8% 62.3%

This holds true when it comes to the type of content consumed by Millennials User Engagement - Consumption: % of total Millennial users who searched or viewed content (including social views) Hispanic Millennials Index vs Non-Hispanics (Base: 100) 100% 98% 101 105 106 107 96% 104 97 75% 73% 83% 100 98 96 79% 97 99 95 96 79% 68% 76% 50% 102 59% 65% 62% 59% 58% 40% 25% 0% 18

And the type of content they share User Engagement - Sharing: % of total Millennial users who shared content Hispanic Millennials Index vs Non-Hispanics (Base: 100) 60% 114 117 121 113 108 51% 50% 20% 111 111 112 119 120 114 111 118 46% 40% 30% 112 35% 33% 38% 36% 33% 37% 33% 31% 27% 28% 10% 0% 19 26% 26%

Among Hispanics, sharing behaviors strongly correlate with purchase behaviors Sharers of content related to specific product categories (e.g. fitness blogs and healthy foods) are more likely to purchase such products than non-sharers. Hispanic sharers are about twice as likely to purchase related products, compared to 1.3x among non-Hispanic sharers. Social Purchase Lift: Lift in purchase rate among frequent sharers of related content Purchase Lift - Hispanics 3.0x Purchase Lift - Non-Hispanics 2.5x 2.7x 2.0x 1.5x 1.0x 2.2x 2.1x 1.8x 1.6x 1.6x 1.5x 1.3x 2.1x 1.9x 1.3x 1.5x 1.4x 1.2x 1.0x 1.2x 0.5x Childrens Products Health food Personal Care Frozen Foods Baking Sweets & Snacks Beverages Household Supplies Note: purchase data was derived from 33 leading retailers selling over 250 brands, representing approximately 60% of all products sold in the U.S.. However, this does not include purchases from small independent grocery stores, which may represent a higher proportion of purchases within the Hispanic audience 20

Questions? Please direct inquires to research@sharethis.com 21