Page 18 - SYF Hispanic Playbook_WorkingDraft (1)

Smartphones are the main device used. Today, 98% of US Hispanics own a
smartphone, compared to 93% in the general population, and have over indexed on
ownership for several years.

Hispanics spend an average of over 30 hours per week on smartphones- more time
than they spend on any other device, including TV.

When compared to the total population, Hispanics spend almost 2 more hours per
week watching videos, streaming audio and social networking on their smartphones.

ONLINE CUSTOMER JOURNEY

Hispanic consumers over index the general population in shopping and are more likely
to see 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 as an to
access social media, where opinions and experiences are shared at higher levels than
the general population.