Page 47 - Synchrony US Hispanic Market Playbook

A knowledgeable consumer is an empowered consumer. And these consumers are
avidly seeking information and education to make better decisions when it comes to
their finances and their healthcare.

 This segment welcomes companies/brands that help educate them in financial
matters so they can make smart, well-informed decisions.

 Empowered consumers are more open to new products, and they are more
proactive when it comes to their finances, shopping habits and healthcare.

 Channels suggested by respondents include instructional videos, informational
advertising, social media and credible influencers.

Conversations with trusted sources trump reviews and other sources of information,
with word of mouth becoming a key conduit to brand choices.

 It is common for Hispanics to turn to family and friends for information and

make important decisions as a group, but they also look at online reviews.

 That special relationship with the pharmacist seems to be a thing of the past –
belonging to a different generation, but respondents do recognize it would be an
added value when it comes to their healthcare.

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