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1

National Hispanic

Omnibus Survey

Back-to-School

Shopping Study

2013

2

ThinkNow Research

National Hispanic Quant Survey

U.S. Hispanic Nationally Representative Sample

Base Size n=502

Age: 18+

Gender: Male/Female 49%/51%

Language:

Spanish Dominant: n= 204

Bilingual: n= 125

English Dominant: n= 173

Survey field time 11 days (8/7/2013 – 8/17/2013)

Respondents were allowed to take the survey in either

English or Spanish

Base: All Respondents S2. What is your gender? S4. What is your age? S6. What language do you normally speak at home?

67%

33%

18-34

35+

AGE & GENDER

(N=502)

3

Respondents’ Age, Gender & Language Use

The Omnibus Sample consists of a representative sample of U.S. Hispanic Men and Women.

Two-thirds of respondents belong to 18-34 age group, while less than one-third mostly speak

Spanish.

Male

49%

Female

51%

11%

30%

25%

19%

15%

Spanish only

Spanish mostly

Spanish andEnglish equally

English mostly

English only

LANGUAGE NORMALLY SPOKEN

(N=502)

Base: All Respondents S5. What US State do you live in? NOTE : Less than 2% is not displayed

28%

16%

10%

9%

4%

3%

2%

2%

2%

2%

2%

2%

2%

California

Texas

Florida

New York

Illinois

Arizona

New Jersey

Connecticut

North Carolina

Georgia

Pennsylvania

Colorado

Washington

U.S. STATE LIVE IN

(N=502)

4

Respondents’ State of Residence

Omnibus quotas are set for the four main and nine U.S. Census sub-regions in order to

ensure an accurate distribution of completes within each region.

Survey respondents mirror the geographic distribution of the U.S. Hispanic population.

Responses Drawn From the following US Census Regions

SOUTH = 38%

MIDWEST = 9%

NORTH- EAST = 15%

WEST = 38%

5

Findings

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CONCLUSIONS

59% of all Hispanics are likely to do back-to-school shopping. Of these,

95% will patronize a Mass Merchant/Supercenter type store for at least part

of their shopping.

The primary draw at Mass Merchant/Supercenters for all Hispanics

irrespective of language are school supplies, followed distantly by clothing.

92% of Hispanics who will shop at a Mass Merchant/Supercenter for

school supplies also plan on buying clothing as part of their seasonal

shopping, and 63% of these will look to Apparel Stores for at least some of

the clothing they’re shopping for.

School supplies are far and away the most sought-for Back-to-School

shopping category among Hispanics who will be shopping at a Club Store.

12%

45%

28%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

less than $100 $100-$300 $300-$500 $500+

Base: All Respondents QBS4. How many children that have not yet graduated high school will you be shopping for? N=294

7 indicates statistically significant differences (95% c.i.)

Anticipated B2S Budget

% of shoppers at

stated budget level

A plurality of Hispanic Back-to-School Shoppers have a budget of $100-$300

Back-to-School Shopping Budgets: Planned Spending

Avg. # Kids shopped for

1.26 1.59 1.61 2.16

Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.

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A mere 5% of Hispanic Back-to-School shoppers won’t do at least some portion of their shopping at a Mass Merchant/Supercenter.

Mass Merchants/Supercenters dominate the Back-to-School shopping landscape among Hispanics

indicates statistically significant differences (95% c.i.)

95

77 73 73

70 68 68 68 64

56

MassMerchant /Supercenter

ApparelStore

Office SupplyStore

OnlineSite/Store

Dollar Store ElectronicsStore

DepartmentStore

SportingGoodsStore

Club Store Drug Store

% of all B2S Shoppers That Intend To Shop at Each Type of Store

Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.

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English-Dominant Hispanics are 39% more likely than Spanish-Dominant Hispanics to shop at a mass merchant/supercenter for school supplies, 50% more likely to shop for clothes, and 68% more likely to shop for athletic equipment.

English-dominant Hispanics are far more likely than Spanish-dominant Hispanics to do Back-to-School shopping at Mass Merchants/Supercenters

indicates statistically significant differences (95% c.i.)

54

40 40 40

28

22

69

52

43 41 42

28

75

60

44

39 39 37

School supplies Clothes Shoes Books Electronics Athleticequipment/sporting

goods

Spanish-Dominant Bilingual English-Dominant

% of all B2S Shoppers That Intend To Purchase Category at a Mass Merchant/Supercenter

92

85

47

41

37

Clothes

Shoes

Books

Electronics

Athletic equipment/sporting goods

Base: All Respondents indicating intent to shop for school supplies at a Mass Merchant/Supercenter / N=187 QBS2. For your back-to-school shopping, what type of items will you be shopping for?

10

Mass Merchants/Supercenters attract Hispanics shopping for school supplies – but what else are these shoppers looking for?

% of Mass Merchant/Supercenter school supply shoppers in market

for other categories

What other categories will Hispanics who will shop at Mass Merchants/Supercenters for school supplies be shopping for this year?

Base: All Respondents QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.

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Mass Merchant/Supercenter Opportunity: 63% of Hispanics shopping for school supplies at a mass merchant/supercenter will visit apparel stores for clothes shopping.

indicates statistically significant differences (95% c.i.)

mass merchant school supply shoppers: % shopping at specialty retail for selected categories

63

52

50

43

57

44

50

40

Apparel Stores (e.g. Old Navy, TJ Maxx, Marshall's)

Office Suppliers (e.g. Office Depot, Staples)

Electronics Stores (e.g. Best Buy, Radio Shack)

Sporting Goods Stores (Sports Authority, Big 5, Dick's)

Mass Merchant School Supply Shoppers Total

Hispanics drawn to mass merchants for school supplies will shop elsewhere as well – both for school supplies as well as for the other items on their lists

% that will shop for clothes at an apparel store

% that will shop for school supplies at an office supply store

% that will shop for electronics at an electronics store

% that will shop for sporting goods at a sporting goods store

% of all B2S shoppers that will shop for clothes at an apparel store

46

19 17 16 16 15

44

22

17 20

16 16

33

20 17

3

16 15

School supplies Clothes Electronics Books Athleticequipment/sporting

goods

Shoes

Spanish-Dominant Bilingual English-Dominant

Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.

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The data support an inference that Hispanics look to Club Stores primarily for bulk items - in this case, school supplies.

Club Stores will draw Hispanics looking primarily for school supplies

indicates statistically significant differences (95% c.i.)

% of all Back-to-School Shoppers That Intend To Purchase Category at a Club Store

34

25 24

20 20 19

45

36

24 24

13

28

33

21 20 21

13

20

Books Electronics Clothes Shoes Athleticequipment/sporting

goods

School supplies

Spanish-Dominant Bilingual English-Dominant

Base: All Respondents doing back-to-school shopping / N=295 QBS3. For each of the following back-to-school items, please indicate the type of store where you are planning to purchase these items.

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Bilingual Hispanics are 71% more likely than English-dominant Hispanics to shop for electronics online as part of their Back-to-School shopping.

Online Stores are more likely to draw Spanish-dominant and Bilingual Hispanics than English-dominant Hispanics for their Back-to-School shopping plans

indicates statistically significant differences (95% c.i.)

% of all Back-to-School Shoppers That Intend To Purchase Category at an Online Site/Store

Base: All Respondents doing back-to-school shopping / N=295 QBS6. Overall, do you think you will spend more or less on back-to-school shopping compared to what you spent last year?.

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Only 20% of online shoppers intend to spend less this year than last.

Over half of Hispanics who plan to do some B2S shopping online say they’re planning on spending more this year than last – though there’s also a segment that may be looking to the net to save money and spend less.

47

23

30

53

20

27

Will spend MORE Will spend LESS Will spend about the same

Total Online B2S Shoppers

% B2S Online Shoppers: Total Spending Plans against Last Year

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Demographics

16

41%

40%

10%

7%

0%

Married

Single

Living with partner

Separated/divorced

Widowed

MARITAL STATUS

2%

5%

25%

29%

5%

8%

20%

5%

Grade school

Some high school

High school graduate

Some College, but nodegree

Trade or technical school

Graduated from 2-yearCollege

Graduated from 4 or 5 yearCollege

Post Graduate Degree

EDUCATION

41%

31%

19%

5%

2%

0%

0%

0%

0%

0%

NUMBER OF CHILDREN UNDER 18 YEARS

1

2

3

4

5

6

7

8

9 or more

0

(N=502) (N=502)

(N=502)

14%

21%

23%

22%

11%

6%

2%

1%

0%

1%

1

2

3

4

5

6

7

8

NUMBER OF PEOPLE LIVING IN

HOUSE HOLD

10 or more

9 (N=502) (N=502)

Base: All Respondents

Q.D1, Q.D2, Q.D4, Q.D5, Q.D6

40%

20%

5%

9%

3%

12%

8%

3%

Work full-time

Work part-time

Self-employed/businessowner

Full-time Homemaker

Retired

Student, not employed

Currently unemployed

Unable to work/Disabled

EMPLOYMENT STATUS

17

20%

30%

17%

12%

8%

13%

1-5

6-10

11-15

16-20

21-25

25+

Born in the U.S., 68%

Moved here, 32%

Born in the U.S. Moved here

BORN IN U.S. OR MOVED TO U.S.

(N=162)

LIVED IN US

35%

32%

16%

11%

9%

7%

4%

Mexican

Mexican American

Puerto Rican

South American

Central American

Cuban

Dominican

HISPANIC ORIGIN

5%

6%

6%

5%

7%

13%

10%

14%

14%

12%

9%

Prefer not to state

$100,000 or more

$80,000 to < $100,000

$70,000 to < $80,000

$60,000 to < $70,000

$50,000 to < $60,000

$40,000 to < $50,000

$30,000 to < $40,000

$20,000 to < $30,000

$10,000 to < $20,000

< $10,000

HOUSEHOLD INCOME

(N=502)

(N=502) (N=502)

Q.D7, Q.D7A, Q.D8, Q.D10

9%

15%

36%

18%

22%

18

6%

12%

29%

24%

29%

Spanish only

Spanish mostly

Spanish and Englishequally

English mostly

English only

6%

16%

35%

21%

22%

7%

17%

29%

20%

28%

5%

14%

38%

23%

20%

INTERNET TELEVISION RADIO BOOKS, NEWSPAPERS

& MAGAZINES OVERALL

Q.D11

(N=502) (N=502) (N=502) (N=502) (N=502)

(A) (B) (C) (D) (E)

Upper case letters indicate significance at the 95% level.

E

A

AD AD AD

C C

BCE BCE

19

(N=502)

Q.D3, Q.D9

60%

33%

7%

Yes

No

Prefer not to answer

30%

14%

35%

12%

10%

Much closer toHispanic/Latino

Culture

Somewhat closer toHispanic/Latino

Culture

Equally close to bothcultures

Somewhat closer toU.S. Culture

Much closer to U.S.Culture

(N=502)

HEALTH INSURANCE CULTURAL IDENTIFICATION