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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
• 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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
• 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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Û indicates significantly larger than (95% confidence)
12
July is the start of the back-to-school shopping season for most parents.
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
1%
38%
53%
8%
0%
34%
59%
7% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hispanics Non-Hispanics
13
June 2014 July 2014 August 2014 September 2014
When did you or will you Finish Your Back-to-School Shopping?
Û indicates significantly larger than (95% confidence)
14
While most of the shopping is done by August, a significant portion is
finished by July.
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
How many children that have not yet graduated high school will you be shopping for?
1.9 1.5
Hispanic Non-Hispanic
Û indicates significantly larger than (95% confidence)
As Hispanics have larger households than non-Hispanics, they shop for
more children on average.
16
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
$339 $331
$0
$50
$100
$150
$200
$250
$300
$350
$400
Average Amount Spent
Hispanics Non - Hispanics
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
Û indicates significantly larger than (95% confidence)
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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%
Hispanics Non-Hispanics
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
Û indicates significantly larger than (95% confidence)
26% 26%
Hispanics Non - Hispanics
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.
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Hispanics Non-Hispanics
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Hispanics Non-Hispanics
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%
Online Sites/ Stores
Mass Merchants/ Supercenters
Office Suppliers
Dollar Stores
Goodwill/ Second-Hand Stores/ Garage Sales
Electronics Stores
Hispanics Non-Hispanics
Û indicates significantly larger than (95% confidence)
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
53%
53%
49%
25%
23%
17%
13%
12%
46%
33%
50%
20%
16%
12%
13%
11%
Apparel Stores
Department Stores
Mass Merchants/ Supercenters
Online Sites/ Stores
Goodwill/ Second-Hand Stores/ Garage
Club Stores
Sporting Goods Stores
Dollar Stores
Hispanics Non-Hispanics
Type of Store Where These Items will be Purchased
25
Clothes Shoes
43%
38%
30%
28%
26%
14%
14%
39%
44%
21%
17%
17%
9%
9%
Department Stores
Mass Merchants/ Supercenters
Apparel Stores
Sporting Goods Stores
Online Sites/ Stores
Club Stores
Goodwill/ Second-Hand Stores/ Garage
Sales
Hispanics Non-Hispanics
Û indicates significantly larger than (95% confidence)
Note: Only top mentions shown
Apparel stores, Departments stores and Mass merchants are the most popular
retailers for back-to-school clothes and shoes.
26
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
35%
28%
22%
16%
15%
11%
32%
15%
20%
10%
15%
12%
Electronics Stores
Online Sites/ Stores
Mass Merchants/ Supercenters
Office Suppliers
Club Stores
Goodwill/ Second-Hand Stores/ Garage Sales
Hispanics Non-Hispanics
Type of Store Where These Items will be Purchased
27
Electronics Athletic Equipment
30%
20%
19%
11%
11%
29%
25%
15%
9%
4%
Sporting Goods Stores
Mass Merchants/ Supercenters
Online Sites/ Stores
Apparel Stores
Club Stores
Hispanics Non-Hispanics
Note: Only top mentions shown
Û indicates significantly larger than (95% confidence)
Hispanics are significantly more likely to shop for electronics online compared to
non-Hispanics.
28
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Û indicates significantly larger than (95% confidence)
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Hispanics Non - Hispanics
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Hispanics Non - Hispanics
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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
Source: ThinkNow Research Hispanic Omnibus Study – July 2014
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