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NPD: Bilingual Hispanics Spend More Online Than Other US Shoppers

This just in: According to a report released Monday by market research firm The NPD Group, Hispanic Americans spend 20 percent of their dollars online—a higher percentage than that of all Americans (17 percent) and all non-Hispanics (16 percent).

In fact, Hispanic shoppers (also known as Latinos) are such a force to be reckoned with that when billionaire big mouth Donald Trump made derogatory remarks about Mexican immigrants during his presidential campaign kick-off speech, Macy’s dumped his menswear line for fear it would lose business from thousands of shoppers.

After all, the purchasing power of the 55 million Hispanics living in the U.S. is poised to hit $1.5 trillion this year, according to Nielsen. And the 36 percent that Pew Research said are bilingual spend $72 per online buying visit, compared to the total market average of $68, according to NPD. Meanwhile, Spanish-dominant Hispanics spend more per buying visit ($61) than non-Hispanics ($53).

“When bilingual and Spanish-language dominant consumers buy, they really buy,” said Marshal Cohen, chief industry analyst at NPD, which put together the report in partnership with media company Univision after surveying the spending habits of between 15,000 and 20,000 U.S. shoppers aged 16 and up. “Their shopping behaviors don’t conform to the patterns of other Americans. And it’s important for retailers and marketers to understand the differences.”

As reported by NPD, Hispanic customers are more than twice as likely as non-Hispanics to spend on footwear, accessories, video games, sporting goods, music and software, while the fast-growing segment accounts for 25 percent or more of all buying visits in jewelry, off-price and specialty shoe stores.

“We know that Hispanics tend to have larger households and that shopping is a family affair, and we know this has a significant impact on what they buy, how they buy and where they buy,” said Roberto Ruiz, Univision’s executive vice president of strategy and insights. “We also know that the U.S. Hispanic population is growing rapidly, which makes understanding this consumer crucial to the long-term growth strategy for any retailer.”