Page 56 - SYF Hispanic Playbook_WorkingDraft (1)

• While the idea of culture within auto parts stores was difficult for participants
to visualize, language, particularly in the context of store service, seemed to

gain greater importance for Hispanics who are Spanish dominant or had
family members who were. As with discussing financial matters, customers
often find themselves translating to family members, so for Spanish to be

available throughout the purchase and credit journeys would relieve some
and empower others, thus presenting an opportunity.

• Offering auto DIY and financial education workshops to the community is

appealing for the emotional connection it could build towards the brand, but
primarily because of the empowerment they would provide. In order to
succeed. However, these efforts must feel genuine and be provided by

trustworthy organizations, both in relation to finances and to auto repairs.

DIGITAL JOURNEY

Hispanics/Latinos 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.

https://www.nielsen.com/us/en/insights/report/2020/cultural-connectivity-transformed/

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.