MERCADEO Versión en español
Hispanics tend to use more coupons that Americans in general
Patricia Molina| 5 de diciembre de 2013
Hispanos tienden más a usar cupones digitales
A study shows that 84 percent of U.S. Hispanic consumers look for online coupons based on a personal recommendation, compared with 70 percent of all U.S. consumers. The conclusions, based on a Valassis Communications study, also noted that 80.2 percent of respondents said they had taken advantage of discounts from a mobile device downloaded to a loyalty card.As for social media, 69.6 percent of U.S. Hispanics have used coupons found on social media sites, while 61.2 percent said that had shared coupons over social networks, compared with 53.9 percent and 49.4 percent of all U.S. consumers, respectively.These results seem to agree with what another survey showed. A Pew study published last May found that 86 percent of U.S. Hispanics own a cell phone, compared with 84 percent of the general population. At the same time, 76 percent of Hispanics in the United States use their mobile device to connect with the Internet.Valassis also noted the importance of geographic targeting to reach U.S. Hispanics, who are usually concentrated in metropolitan areas. Last April, Valassis revealed new targeting capabilities through a service called Geo-Commerce Retail Zone, which uses more than 100,000 local target areas created by Valassis to reach potential customers.
