Latinos list variety and being able to read reviews as their main motivators when choosing an online product, so it doesn’t come as a surprise that Amazon (53%) is their preferred online store, followed by Walmart (10%) and Target (4%).
INSIGHT 4
Digital shopping is here to stay, and U.S. Hispanics are leading the change among minorities.
| Campaigns | Strategic Person |
|---|---|
| Target called their celebration “Latino Heritage Month,” and it partnered with Latino creators for its “Más Que” collection of brands. It also debuted a “Latino owned” badge, which appeared on appropriate products, and promoted its investments in the Latino community, including the Hispanic Scholarship Fund and Hispanic Heritage Foundation. Interestingly, the “Más Que” website landing page is written in Spanglish, a mix of Spanish and English spoken by around 40 million people in the United States. | Rick Gomez Executive vice president andchief marketing officerTodd Waterbury Target’s chief creative officer |
| Barnes & Noble honored Hispanic Heritage Month by offering a wide variety of ebooks focused on Hispanic history, from awardwinners to memoirs. It also celebrated the Hispanic peoples and cultures through fascinating stories that shared the dynamic lives of those who have enriched our country and society over the years.
From making room in their shelves for books in Spanish to offering attractive discounts through its website, bookstores like Barnes & Noble11 are working to meet Hispanic readers’ digital demands, and they continue to be a popular choice among Latinos who see reading as a form of entertainment, education, or simple escape from reality. |
Mary Ellen Keating Senior V.P. of CorporateCommunications and Public Affairs, Barnes & Noble, Inc. |
INSIGHT 5
TRADITION AND VARIETY ARE KEY
According to our data analysis 21.7% of Latinos say food is their most frequent online purchase, and at least one-third of their online shopping baskets contain organic and natural products. When selecting their preferred groceries, they tend to focus on tradition and authenticity
| Campaigns | Strategic Person |
|---|---|
| UberEats is one of the favorite food delivery services among U.S. Hispanics, with the platform’s “Latin America” section and ability to filter restaurants by specific cuisine, including those of multiple Latin American countries. Users can find Mexican, Cuban, Colombian, Nicaraguan, and Puerto Rican food (among many others) with just a few clicks. | Meghan Casserly Head of Communications |
| DAS data shows that DoorDash is the top food delivery service among U.S. Hispanics (12%). This is certainly in line with the company’s Hispanic Heritage Month campaign,12 which focused on giving visibility to local Latino-owned businesses and offering Spanish-language educational resources to restaurant owners. DoorDash has also announced their partnership with the Latino Restaurant Association to ensure that its efforts will continue throughout the year. | Elizabeth Jarvis-Shean Vice President, Communications & Policy at DoorDash |
| UberEats is one of the favorite food delivery services among U.S. Hispanics, with the platform’s “Latin America” section and ability to filter restaurants by specific cuisine, including those of multiple Latin American countries. Users can find Mexican, Cuban, Colombian, Nicaraguan, and Puerto Rican food (among many others) with just a few clicks. | Meghan Casserly Head of Communications |
| Traiilo’s marketing and communications strategy13 has one goal: Empower Latino-owned small businesses by offering product delivery in a more affordable and convenient way. | Jose Salcedo Founder |
