Page 17 - Synchrony US Hispanic Market Playbook

ONLINE CUSTOMER JOURNEY

Hispanic consumers over-index the general population in shopping and are more likely
to seek shopping to relax and get out by visiting physical stores*. It is a social
experience they often like to share with others at any point throughout the purchase

journey.

When considering a purchase, Hispanics often consult with others or look up consumer
reviews. When making the purchase the experiences are shared, and once the
purchase has been made, they frequently share what they loved, or not, about said
purchase.

With this in mind, family, friends and online reviews are very influential in their
purchase decisions*.

 33% of Hispanic consumers prefer to buy things of which others would
approve.

 40% agree with the statement that others come to them for advice prior to
making a purchase.

*Nielsen 2019 LatinX DIS Report

Smartphones are also critical throughout the consumer journey, as they are used not
only as a research tool in terms of information and consumer reviews, but also to
access social media, where opinions and experiences are shared at higher levels than
the general population.

Approximately half of bilingual Hispanics believe Facebook is the place to share

information about media, brands and products*.

*Digital Diversity: A Closer Look at US Hispanics | Facebook IQ | Facebook for Business

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