Page 58 - Synchrony US Hispanic Market Playbook

DIGITAL JOURNEY

Hispanics spend on average 30+ hours per week on smartphones, more than any other
device. This device is arguably the most important way this segment connects to the
internet for content, information, or news. When compared to the total population,
Hispanics/Latinos spent almost two more hours per week watching videos, streaming

audio, and social networking on their smartphones during COVID-19, as a way to
bridge the social distancing gap.

E-COMMERCE

When looking at the items bought on the Internet in the past 6 months, we see that
Hispanic adults were likely to have purchased health and beauty items, as well as
apparel items and groceries.

For stores shopped online over the past 3 months, Hispanics were most frequently
shopping at clothing sites, followed by music/video sites and home accessory sites.
Hispanics also showed that they were 15% more likely to shop at a game/toy store
online over the past 3 months.
For clothing sites, Hispanics were most likely to shop online at Macy’s, Kohls, Victoria's
Secret and Bath & Body Works. In fact, Hispanics were 13% more likely than average to

shop online at Macy’s and 42% more likely than average to shop online at Victoria's
Secret.

As for home accessories and furnishing, Hispanics shopped online most frequently at
IKEA and Bed, Bath & Beyond. More than all of these, Hispanics made more online
purchases from Amazon, followed by Walmart and Target sites.

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