Hispanic Holiday Shopping Behaviors

2013 Holiday Season

Omnibus Research Methodology

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Method: ThinkNow Research Hispanic Omnibus Online Survey

Sample profile: 100% Hispanics 18-64 + Non-Hispanic 18-64 Augment

Sample size: Hispanic Sample: 500 / Non-Hispanic Sample: 300

Geography: Nationwide

Fieldwork dates: 09/30/13 - 10/11/13

Weighting specs:

Each of the survey samples are weighted to match

U.S. Census Bureau data for adults aged 18-64 with

respect to gender, age bracket and region.

Survey margin of error:

At the 95% confidence interval:

Total Hispanic sample (n=500) +/- 4.5%

Non-Hispanic augment (n=300) +/- 5.8%

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Survey Results: Shopping Behaviors 1

73% 78% 80%

64%

81%

63% 68%78%

20%17% 16%

26%

14%

29% 22%

19%

6% 5% 3%10%

5% 9% 10%3%

All Hispanics Spanishdominant

Bilingual Englishdominant

Any kids No kids HHI <$40k HHI $40k+

I don’t make any holiday shopping trips All at once Several trips

Holiday Shopping TripsInclined to make more trips: Spanish Dominant/Bilingual, With Kids, HHI>40K

Q: Now we would like to ask you about holiday shopping. Do you usually make several holiday shopping trips or try to do it all at once?Base: All respondents (n=500 Hispanics). indicates significant differences (95% confidence).

64%

54% 57% 58%

Holiday Shopping Behaviors: Social MediaHispanics are significantly more likely than Non-Hispanics to text friends about good deals they find

Text your friends aboutgood deals you find.

Q: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).

Share good dealson social media sites

Hispanics Non-Hispanics

H NH

70%63%

59%51%

Age 18-34 Age 35+

Hispanics / Non-HispanicsTop Two Box

very likely/somewhat likely

Text your friends aboutgood deals you find.

Share good dealson social media sites

74% 69%66%62%

53%

41%

Spanish dominant Bilingual English dominant

Text your friends aboutgood deals you find.

Share good dealson social media sites

HispanicsTop Two Box

very likely/somewhat likely

Younger Hispanics and Spanish Dominant Hispanics are significantly more likely to both text friends about good deals they find and to

share good deals they find on social media sites.

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Survey Results: Holiday Travel 2

Holiday TravelA solid majority of Hispanic holiday shoppers anticipate traveling by car more than two hoursfrom home during the holidays this year, compared to just 41% of non-Hispanics.

Yes41%

No59%

Yes53%

No47%

Hispanics Non-Hispanics

Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).

53%

61%

44%

61%

45%

67%

54%

38%

48%

70%

AllHispanics

Men Women Age 18-34 Age 35+ Spanishdominant

Bilingual Englishdominant

Moms Dads

Percent of Hispanic Holiday Shoppers

Holiday TravelThe likelihood of traveling more than two hours from home during the holidays is significantly higheramong men, younger Hispanics and those who primarily or exclusively speak Spanish at home..

Q: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). indicates statistically significant differences (95% confidence).

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Survey Results: Online Shopping Intent 3

Online Shopping IntentHispanic consumers are only slightly less likely than non-Hispanics to have plans to dosome of their holiday shopping online this season.

Hispanics Acculturation Level

76%

84%

80%

Yes82%

No18%

low medium high

Q: Will you do at least some of your Christmas shopping online this year?Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).

Online Shopping IntentPlans to shop online for holiday gifts peak among men, bilingual Hispanics and parents.

Q: Will you do at least some of your Christmas shopping online this year?Base: Holiday shoppers (n=470 Hispanics and n=288 non-Hispanics). No statistically significant differences (95% confidence).

82%88%

76%80%

89%

78%

86%

76%79%

95%

AllHispanics

Men Women Spanishdominant

Bilingual Englishdominant

Any kids No kids Moms Dads

Percent of Hispanic Holiday Shoppers

Nearly all Hispanic fathers surveyed (95%) plan to do at least some of their holiday shopping

online this year.

23%

49%

18%

9%

21%

46%

25%

8%

Less than 25% 25% to less than 50% 50% to less than 75% 75% or more

Percent of Holiday Shopping Plan to Do Online

Hispanics

Non-Hispanics

Average ShareHispanics: 41%

Non-Hispanics: 42%

Online Shopping IntentOn average, Hispanics are on par with their non-Hispanic counterpart about their plansfor holiday online shopping.

Q: What percentage of your total holiday shopping do you plan to do online?Base: Plan to do some shopping online (n=383 Hispanics and n=249 non-Hispanics). indicates statistically significant differences (95% confidence).

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Sample Profile appendix

Copy Test Sample Profile

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MetricHispanics

n=500

Non-Hispanics

n=300 MetricHispanics

n=500

Non-Hispanics

n=300

Male* 50% 50% Born in the U.S. 64% 91%

Female* 50% 50% Moved here 36% 9%

Average years living in U.S. 28 39

Age*

18 to 24 20% 15% Household Income:

25 to 34 27% 21% Less than $10,000 9% 7%

35 to 44 24% 20% $10,000 to less than $20,000 10% 12%

45 to 54 18% 23% $20,000 to less than $30,000 13% 13%

55 to 64 12% 22% $30,000 to less than $40,000 11% 13%

Mean age 37 41 $40,000 to less than $50,000 8% 11%

Median age 35 41 $50,000 to less than $60,000 12% 11%

$60,000 to less than $70,000 6% 6%

Census Region* $70,000 to less than $80,000 7% 6%

Northeast 15% 19% $80,000 to less than $100,000 6% 7%

Midwest 9% 24% $100,000 or more 11% 9%

South 36% 37% Prefer not to state 7% 5%

West 40% 20% Average income ($000) $59 $57

Median income ($000) $45 $43

* Weighted to 50:50 gender ratio and U.S. Census benchmarks for Hispanic and non-Hispanic adults age 18-64.

Copy Test Sample Profile

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MetricHispanics

n=500

Non-Hispanics

n=300 MetricHispanics

n=500

Non-Hispanics

n=300

Marital Status: Educational Attainment:

Married 52% 50% None - -

Single 28% 29% Grade school 1% <1%

Separated/divorced 9% 9% Some high school 6% 5%

Living with partner 8% 10% High school graduate 22% 28%

Widowed 2% 2% Some College, but no degree 24% 26%

Prefer not to answer 1% <1% Trade or technical school 7% 6%

Graduated 2-year College 10% 9%

Average household size 3.3 3.0 Graduated 4-5 year College 25% 20%

Post Graduate Degree 5% 6%

No children <18 present 44% 56%

Any children <18 present 56% 44% Employment Status:

Employed (net) 63% 60%

Ages of children:^ Work full-time 44% 36%

Children under 6 51% 47% Work part-time 12% 15%

Children 6-12 49% 45% Self-employed/bus. owner 7% 9%

Children 13-17 38% 42% Full-time Homemaker 10% 12%

Retired 3% 6%

Student, not employed 6% 5%

Currently unemployed 13% 11%

Unable to work/Disabled 5% 6%

^ Among those with any children present

Copy Test Sample Profile

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MetricHispanics

n=500 MetricHispanics

n=500

Cultural Identification: Language Spoken at Home:

Much closer to Hispanic/Latino 28% Spanish only 11%

Somewhat closer to Hispanic/Latino 12% Spanish mostly 25%

Equally close to both cultures 37% Spanish and English equally 25%

Somewhat closer to U.S. Culture 10% English mostly 19%

Much closer to U.S. Culture 12% English only 21%

Survey completed in Spanish: 24%

Overall Media Language Preference:

Spanish only 8% Hispanic Origin:

Spanish mostly 11% Mexican 30%

Spanish and English equally 35% Mexican American 28%

English mostly 23% Puerto Rican 19%

English only 24% South American 11%

Cuban 10%

Acculturation: Central American 6%

Low Acculturation 18% Dominican 4%

Medium Acculturation 55%

High Acculturation 27%

CONTACTINFO:

2100 W. Magnolia Blvd. Suite A-BBurbank, CA 91506Main Phone: 877-200-2710

Mario X. Carrasco, M.A. 818-843-0220 x101mario@thinknowresearch.com

Roy Eduardo Kokoyachuk, MBA818-843-0220 x102roy@thinknowresearch.com