New Report From BIGresearch Identifies Differences in Shopping and Media Behavior for Hispanics and Whites

Shopping behavioral differences between Hispanics and Whites could affect how advertisers allocate media according to the newest Simultaneous Media Survey (SIMM) by BIGresearch. Over 13,000 respondents participated in the Spring '04 SIMM.

The study provides advertisers with a means to first understand shopping behaviors of various consumer groups, and then identify their simultaneous media usage to develop integrated marketing models for increased ROI.

"The Hispanic market is targeted by many advertisers, but it also poses one of the greatest challenges," said Joe Pilotta, PhD., Vice President of Research for BIGresearch. "The old-fashioned media centric models have been proclaimed 'broken' by advertisers and fall short of understanding the complexity of consumers shopping and media behaviors. The SIMM survey allows advertisers to view the shopping behaviors of consumers then identify simultaneous media usage. After that the demographics fall into place," said Pilotta.

Some of the key findings of the SIMM survey include:

--  20.5% of Hispanics cite discount stores as the retail channel they
    shop most often for women's clothing, but 29.5% of Whites say the same.

--  Top 5 retail stores shopped most often for women's clothing:

    Hispanics               Whites
    Walmart                 Walmart
    JCPenney                JCPenney
    Sears                   Kohl's
    Macy's                  Target
    Target                  Kmart

--  #1 store shopped most often for electronics; Hispanics-Best Buy 36.5%,
    Whites-Best Buy 30.4%.

--  #1 store for Home Improvement Hardware; Hispanics-Home Depot 47.8%,
    Whites-Home Depot 35.7%.

--  Those who plan on buying a car/truck in the next 6 months; Hispanics-
    19.5%, Whites-10.9%.
    

Overall, Hispanics are far less inclined to shop at discount stores than Whites across all merchandise categories.

These same kinds of behavioral differences among Hispanics and Whites can be seen in simultaneous media usage.

"Finally the simultaneous media usage between Hispanics and Whites differs as Hispanics consume different media simultaneously at much higher rates than Whites," said Pilotta. "For example, although Hispanics when online say watching TV is their number one simultaneous media consumed, Radio is a very close #2. In addition, radio, newspapers, magazines, and mail are all consumed simultaneously at higher levels by Hispanics than Whites."

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 10,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of 1 percent. Complimentary findings are available at www.bigresearch.com.

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