ThinkNow Research - Understanding Hispanics' Back-to-School Shopping Behavior

Understanding Hispanics’ Back-to-School Shopping Behavior

July 2014

Source: ThinkNow Research Hispanic Omnibus Study – July 2014

Outline

2

Methodology

Key Findings

Detailed Findings

Appendix

Methodology


Method Online survey via ThinkNow Research Omnibus Survey. Survey available in English and Spanish

Sample Size Hispanics: n=505 Non-Hispanics: n=310

Screening Criteria

•  Hispanics: self identify as Hispanic origin •  Non-Hispanics: self identify as Non-Hispanic origin •  18-64 years of age

Test Area Nationwide

Fieldwork Timing July 11-20, 2014

Methodology

4

Key Findings


•  Approximately 4-in-10 Hispanic adults have started to or are

planning on shopping for back-to-school items this year. This is

slightly higher than non-Hispanic adults (37%).

•  The back-to-school shopping season for most Hispanic parents (as

well as non-Hispanic) begins in July and end in August.

•  On average, Hispanic parents shop for more children compared to

non-Hispanics (2 vs. 1.5)

•  Hispanics will spend an average of $340 this back-to-school

season which is higher than last year ($293).

Key Findings, 1

6


•  General school supplies (notebooks, paper, pencils, etc.) are the most

common items purchased by parents, followed by clothing and shoes.

•  Most back-to-school items are purchased in-person at retailer stores.

For books and electronics, Hispanics are more likely to shop for these

online compared to non-Hispanics.

•  Mass merchants such as Walmart and Target are the most popular

retailers for the purchase of general back-to-school supplies, as well

clothing and shoes.

•  As Hispanics have more children to shop for compared to non-

Hispanics, they make more trips to the store to buy back-to-school

items and have more online sessions as well.

Key Findings, 2

7

Detailed Findings


Will you be doing any back-to-school shopping this year for kids who have not yet graduated high school?

9

41% 37%

Yes

Hispanics Non - Hispanics

Û indicates significantly larger than (95% confidence)

Approximately 4-in-10 Hispanic adults have started to or are planning

on shopping for back-to-school items this year. This is slightly higher than

non-Hispanics.

10


3%

61%

34%

2% 0%

62%

37%

1% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hispanics Non-Hispanics

When did you or will you Start Your Back-to-School Shopping?

11

June 2014 July 2014 August 2014 September 2014


12

July is the start of the back-to-school shopping season for most parents.


1%

38%

53%

8%

0%

34%

59%

7% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


13

June 2014 July 2014 August 2014 September 2014

When did you or will you Finish Your Back-to-School Shopping?


14

While most of the shopping is done by August, a significant portion is

finished by July.


How many children that have not yet graduated high school will you be shopping for?

1.9 1.5

Hispanic Non-Hispanic


As Hispanics have larger households than non-Hispanics, they shop for

more children on average.

16


$339 $331

$0

$50

$100

$150

$200

$250

$300

$350

$400

Average Amount Spent


How much do you think you will spend this year on back-to-school purchases?

17

Hispanics vs. Non-Hispanics By Acculturation Level

Last Year (8/2013)

$293

$453

$299

$246

$0

$50

$100

$150

$200

$250

$300

$350

$400

$450

$500

Less Acc Biculturals More Acc


Hispanics will spend an average of $340 this back-to-school season

which is higher than one year ago. The Less Acculturated segment will

spend the most overall.

18


Overall, do you think you will spend more or less on back-to-school shopping compared to what you spent last year?

19 19

48% 45%

30% 37%

20% 18%

2% 1%


Did not shop for back-to-school items last year / does not apply Will spend LESS

About the same

Will spend MORE

Planning to Use Layaway Service


26% 26%


Nearly half of Hispanics and non-Hispanics say they will be spending more

on back-to-school supplies compared to last year and about one-quarter will use

layaway - the same as one year ago.


90%

78%

75%

47%

45%

35%

87%

76%

76%

46%

30%

26%

School supplies (notebooks, pencils, pens, paper, backpacks, etc.)

Clothes (uniforms, school outfits, seasonal clothing, etc.)

Shoes (sneakers)

Electronics (computers, laptops, tablets, printers, calculators, etc.)

Books (textbooks)

Athletic equipment/sporting goods


For Your Back-to-School Shopping, What Type of Items will You be Shopping for?

21 Û indicates significantly larger than

(95% confidence)

General school supplies are the most common items purchased, followed by

clothes. Hispanics are significantly more likely to buy textbooks for back-to-school

compared to non-Hispanics.

22


62%

45%

42%

39%

28%

25%

13%

11%

58%

39%

43%

44%

27%

28%

7%

5%

Mass Merchants/ Supercenters

Club Stores

Office Suppliers

Dollar Stores

Online Sites/ Stores

Drug Stores

Sporting Goods Stores

Goodwill/ Second-Hand Stores/ Garage


Type of Store Where These Items will be Purchased

23

School Supplies Books

32%

28%

21%

14%

12%

11%

16%

26%

12%

7%

16%

10%



Office Suppliers

Dollar Stores

Goodwill/ Second-Hand Stores/ Garage Sales

Electronics Stores



Note: Only top mentions shown

Hispanics and non-Hispanics are most likely to buy general school

supplies at mass merchants such as Walmart and Target.

24


53%

53%

49%

25%

23%

17%

13%

12%

46%

33%

50%

20%

16%

12%

13%

11%

Apparel Stores

Department Stores




Club Stores


Dollar Stores



25

Clothes Shoes

43%

38%

30%

28%

26%

14%

14%

39%

44%

21%

17%

17%

9%

9%

Department Stores


Apparel Stores



Club Stores


Sales




Apparel stores, Departments stores and Mass merchants are the most popular

retailers for back-to-school clothes and shoes.

26


35%

28%

22%

16%

15%

11%

32%

15%

20%

10%

15%

12%

Electronics Stores



Office Suppliers

Club Stores

Goodwill/ Second-Hand Stores/ Garage Sales



27

Electronics Athletic Equipment

30%

20%

19%

11%

11%

29%

25%

15%

9%

4%




Apparel Stores

Club Stores




Hispanics are significantly more likely to shop for electronics online compared to

non-Hispanics.

28


School Supplies Books Clothes Shoes Electronics Athletic Equipment

78% 82%

50%

74% 75% 84%

75% 85%

61%

75% 76% 79%

20% 18%

50%

26% 25% 16%

25% 15%

39%

25% 24% 21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

H NH H NH H NH H NH H NH H NH

Store Online

29

H = Hispanic NH = Non-Hispanic

Û Û

Please enter the percentage of your purchases you plan to make online vs. a physical store


Most back-to-school items are

purchased in-person. For books and

electronics, however, Hispanics are

more likely to shop for these online

compared to Non-Hispanics.

30


How many trips to physical stores do you usually need to complete your back-to-school shopping?

Û indicates significantly larger than (95% confidence) 31

Avg. # of Store Visits

3.8 3.2



How many online shopping sessions do you usually need to complete your back-to-school shopping?

Û indicates significantly larger than (95% confidence) 32

Avg. # of Online Sessions

2.6 2


As Hispanics are shopping for more children, they tend to make more store

visits and have more online sessions when buying back-to-school supplies.

33

Appendix


Metric Hispanics

n=505 Non-Hispanics

n=310 Metric Hispanics

n=505 Non-Hispanics

n=310

Male 51% 49% Born in the U.S. 72% 92%

Female 49% 51% Moved here 28% 8%

Average years living in U.S. 30 39

Age

18 to 34 47% 35% Household Income

35+ 53% 65% Less than $30,000 30% 23%

Mean age 37 42 $30,000 to less than $50,000 25% 17%

$50,000 to less than $70,000 12% 17%

Census Region 70,000 to less than $100,000 16% 14%

Northeast 15% 19% $100,000 or more 13% 25%

Midwest 9% 24% Median income ($000) $53 $65

South 36% 37%

West 40% 20% Own/Rent

Own home 59% 67%

Rent home 38% 31%

Sample Profile

35


Metric Hispanics

n=505

Non-Hispanics

n=310 Metric Hispanics

n=505

Non-Hispanics

n=310

Marital Status Educational Attainment

Married 50% 46% Less than High School 5% 6%

Single 34% 30% High school graduate 17% 17%

Living with partner 9% 8% Some College, but no degree 24% 24%

Separated/divorced 7% 8% Trade or technical school 4% 7%

Widowed 2% 3% Graduated from 2-year College 10% 11%

Graduated from 4-5 year College 33% 28%

Average household size 3.2 2.8 Post Graduate Degree 7% 8%

Presence of Children Employment Status

No children <18 present 49% 56% Employed or self employed (net) 65% 56%

Any children <18 present 51% 44% Full-time Homemaker 10% 14%

Currently unemployed 11% 8%

Ages of children^ n=258 n=135 Student, not employed 7% 5%

Under age 6 38% 37% Unable to work/Disabled 4% 7%

Ages 6 to 12 57% 44% Retired 3% 9%

Ages 13 to 17 49% 38% ^ Among respondents with children

Sample Profile

36


Metric Hispanics

n=505

Language Spoken at Home

Spanish only 10%

Spanish mostly 32%

Spanish and English equally 25%

English mostly 17%

English only 16%

Country of Origin

Mexican/Mexican American 60%

Puerto Rican 16%

South American 11%

Cuban 9%

Central American 5%

Dominican 4%

Acculturation

Low Acculturation 11%

Medium Acculturation 63%

High Acculturation 26%

Sample Profile

37

ThinkNow Research - Understanding Hispanics' Back-to-School Shopping Behavior

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