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National Hispanic
Omnibus Survey
Back-to-School
Shopping Study
2013

ThinkNow Research
Phone: 877-200-2710
info@thinknowresearch.com
www.thinknowresearch.com
1
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

2
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.

AGE & GENDER

LANGUAGE NORMALLY SPOKEN

Spanish only
18-34

67%

Male
49%

Spanish mostly
Spanish and
English equally

Female
51%

35+

33%

English mostly
English only

(N=502)
Base: All Respondents
S2. What is your gender?
S4. What is your age?
S6. What language do you normally speak at home?

11%

30%
25%
19%

15%
(N=502)

3
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

U.S. STATE LIVE IN

California
Texas
Florida
New York
Illinois
Arizona
New Jersey
Connecticut
North Carolina
Georgia
Pennsylvania
Colorado
Washington
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%

MIDWEST = 9%

NORTHEAST = 15%

WEST = 38%

SOUTH = 38%

(N=502)

4
Findings

5
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.

6
Back-to-School Shopping Budgets: Planned Spending
A plurality of Hispanic Back-to-School Shoppers have a budget of $100-$300

Anticipated B2S Budget
50%
45%
40%
35%
% of
shoppers at
stated
budget level

30%
25%

45%
20%
15%

28%

10%
5%

15%

12%

0%

less than $100

Avg. # Kids
shopped for

1.26

$100-$300

1.59

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

$300-$500

$500+

1.61

2.16
7
 indicates statistically significant differences (95% c.i.)
Mass Merchants/Supercenters dominate the Back-toSchool shopping landscape among Hispanics
A mere 5% of Hispanic Back-to-School shoppers won’t do at least some portion of their shopping
at a Mass Merchant/Supercenter.

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

95

77

73

73

70

68

68

68

64
56

Mass
Merchant /
Supercenter

Apparel
Store

Office Supply Online
Store
Site/Store

Dollar Store Electronics Department
Store
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.

Sporting
Goods
Store

Club Store

Drug Store

8
 indicates statistically significant differences (95% c.i.)
English-dominant Hispanics are far more likely than Spanishdominant Hispanics to do Back-to-School shopping at
Mass Merchants/Supercenters
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.

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

75

Bilingual

English-Dominant

69 



60

54

52





40

40

43 44



42

40 41 39

39

37





28

28
22



School supplies

Clothes

Shoes

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.

Books

Electronics

Athletic
equipment/sporting
goods

9
 indicates statistically significant differences (95% c.i.)
Mass Merchants/Supercenters attract Hispanics shopping for
school supplies – but what else are these shoppers looking for?
What other categories will Hispanics who will shop at Mass Merchants/Supercenters for school
supplies be shopping for this year?

Clothes

92

Shoes

85

Books

47

Electronics

Athletic equipment/sporting goods

% of Mass Merchant/Supercenter
school supply shoppers in market
for other categories

41

37

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

mass merchant school supply shoppers:
% shopping at specialty retail for selected categories
Mass Merchant School Supply Shoppers
Apparel Stores (e.g. Old Navy, TJ Maxx, Marshall's)

Total

63

% that will shop for clothes at an apparel store

57

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

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

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

52

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

44

50

% that will shop for electronics at an electronics store

50

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

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

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.

43

40
11
 indicates statistically significant differences (95% c.i.)
Club Stores will draw Hispanics looking primarily for
school supplies
The data support an inference that Hispanics look to Club Stores primarily for bulk items - in this
case, school supplies.

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

46

Bilingual

English-Dominant

44

33

22
19

20

20

17 17 17

16 

16 16 16



15 16 15

Athletic
equipment/sporting
goods

Shoes


3
School supplies

Clothes

Electronics

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.

Books

12
 indicates statistically significant differences (95% c.i.)
Online Stores are more likely to draw Spanish-dominant and

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

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

Bilingual

English-Dominant

45

36

34



33

28
25

24 24
21



24

20

21

20

20

19

20

13 13

Books

Electronics

Clothes

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.

Shoes

Athletic
equipment/sporting
goods

School supplies

13
 indicates statistically significant differences (95% c.i.)
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.
Only 20% of online shoppers intend to spend less this year than last.

% B2S Online Shoppers: Total Spending Plans against Last
Year
Total

Online B2S Shoppers

53
47

30
23

Will spend MORE

27

20

Will spend LESS

Will spend about the same

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?.

14
Demographics

15
EDUCATION

MARITAL STATUS

41%

Married

Grade school

Some high school

40%

Single
Living with partner
Separated/divorced

10%

Trade or technical school
Graduated from 2-year
College

7%
0%

40%
20%

Work part-time
Self-employed/business
owner

5%
9%

Full-time Homemaker
Retired

3%
12%

Student, not employed

8%

Currently unemployed
Unable to work/Disabled

3%

Base: All Respondents
Q.D1, Q.D2, Q.D4, Q.D5, Q.D6

Post Graduate Degree

NUMBER OF CHILDREN UNDER 18 YEARS

Work full-time

(N=502)

25%

Some College, but no
degree

(N=502)

EMPLOYMENT STATUS

5%

High school graduate

Graduated from 4 or 5 year
College

Widowed

2%

0
1
2
3
4
5
6
7
8
9 or more

41%
31%
19%
5%
2%
0%
0%
0%
0%
0%
(N=502)

29%
5%
8%
20%
5%

(N=502)

NUMBER OF PEOPLE LIVING IN
HOUSE HOLD

1
2
3
4
5
6
7
8
9
10 or more

14%
21%
23%
22%
11%
6%
2%
1%
0%
(N=502)
1%

16
HOUSEHOLD INCOME

HISPANIC ORIGIN

9%
12%
14%
14%
10%
13%
7%
5%
6%
6%
5% (N=502)

< $10,000

Mexican

35%

Mexican American

32%

$10,000 to < $20,000
$20,000 to < $30,000
$30,000 to < $40,000

Puerto Rican
South American
Central American
Cuban
Dominican

16%

$50,000 to < $60,000

11%

$60,000 to < $70,000

9%

$70,000 to < $80,000
$80,000 to < $100,000

7%

$100,000 or more

4%
(N=502)

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

Born in the U.S.

$40,000 to < $50,000

Moved here

Prefer not to state

LIVED IN US

1-5

20%

6-10
Born
in the
U.S.,
68%

Moved
here,
32%

11-15
16-20
21-25

(N=502)

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

25+

30%
17%
12%
8%
13%

(N=162)

17
INTERNET

TELEVISION

(A)

(B)

(C)

Spanish only

Spanish mostly

Spanish and English
equally

English mostly

English only

6%

6%

24%

29%

C

BCE

AD

21%

7%

36%

14%

A

29%

38%

AD

20%

23%

28%

22%
(N=502)

5%

17%

18%

22%

(E)

E

15%

35%

29%

OVERALL

(D)

9%

16%

12%

(N=502)

Q.D11

BOOKS, NEWSPAPERS
& MAGAZINES

RADIO

(N=502)

BCE

(N=502)

C

20%
(N=502)

18
Upper case letters indicate significance at the 95% level.

AD
HEALTH INSURANCE

CULTURAL IDENTIFICATION

Much closer to
Hispanic/Latino
Culture

30%

60%

Yes

Somewhat closer to
Hispanic/Latino
Culture

33%

No

14%

Equally close to both
cultures

35%

Somewhat closer to
U.S. Culture

Much closer to U.S.
Culture

Prefer not to answer

10%

7%

(N=502)

Q.D3, Q.D9

12%

(N=502)

19

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Thinknow research-back-to-school-2013

  • 1. National Hispanic Omnibus Survey Back-to-School Shopping Study 2013 ThinkNow Research Phone: 877-200-2710 info@thinknowresearch.com www.thinknowresearch.com 1
  • 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 2
  • 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. AGE & GENDER LANGUAGE NORMALLY SPOKEN Spanish only 18-34 67% Male 49% Spanish mostly Spanish and English equally Female 51% 35+ 33% English mostly English only (N=502) Base: All Respondents S2. What is your gender? S4. What is your age? S6. What language do you normally speak at home? 11% 30% 25% 19% 15% (N=502) 3
  • 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 U.S. STATE LIVE IN California Texas Florida New York Illinois Arizona New Jersey Connecticut North Carolina Georgia Pennsylvania Colorado Washington 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% MIDWEST = 9% NORTHEAST = 15% WEST = 38% SOUTH = 38% (N=502) 4
  • 6. 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. 6
  • 7. Back-to-School Shopping Budgets: Planned Spending A plurality of Hispanic Back-to-School Shoppers have a budget of $100-$300 Anticipated B2S Budget 50% 45% 40% 35% % of shoppers at stated budget level 30% 25% 45% 20% 15% 28% 10% 5% 15% 12% 0% less than $100 Avg. # Kids shopped for 1.26 $100-$300 1.59 Base: All Respondents QBS4. How many children that have not yet graduated high school will you be shopping for? N=294 $300-$500 $500+ 1.61 2.16 7  indicates statistically significant differences (95% c.i.)
  • 8. Mass Merchants/Supercenters dominate the Back-toSchool shopping landscape among Hispanics A mere 5% of Hispanic Back-to-School shoppers won’t do at least some portion of their shopping at a Mass Merchant/Supercenter. % of all B2S Shoppers That Intend To Shop at Each Type of Store 95 77 73 73 70 68 68 68 64 56 Mass Merchant / Supercenter Apparel Store Office Supply Online Store Site/Store Dollar Store Electronics Department Store 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. Sporting Goods Store Club Store Drug Store 8  indicates statistically significant differences (95% c.i.)
  • 9. English-dominant Hispanics are far more likely than Spanishdominant Hispanics to do Back-to-School shopping at Mass Merchants/Supercenters 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. % of all B2S Shoppers That Intend To Purchase Category at a Mass Merchant/Supercenter Spanish-Dominant 75 Bilingual English-Dominant 69   60 54 52   40 40 43 44  42 40 41 39 39 37   28 28 22  School supplies Clothes Shoes 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. Books Electronics Athletic equipment/sporting goods 9  indicates statistically significant differences (95% c.i.)
  • 10. Mass Merchants/Supercenters attract Hispanics shopping for school supplies – but what else are these shoppers looking for? What other categories will Hispanics who will shop at Mass Merchants/Supercenters for school supplies be shopping for this year? Clothes 92 Shoes 85 Books 47 Electronics Athletic equipment/sporting goods % of Mass Merchant/Supercenter school supply shoppers in market for other categories 41 37 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
  • 11. 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 Mass Merchant/Supercenter Opportunity: 63% of Hispanics shopping for school supplies at a mass merchant/supercenter will visit apparel stores for clothes shopping. mass merchant school supply shoppers: % shopping at specialty retail for selected categories Mass Merchant School Supply Shoppers Apparel Stores (e.g. Old Navy, TJ Maxx, Marshall's) Total 63 % that will shop for clothes at an apparel store 57 % of all B2S shoppers that will shop for clothes at an apparel store Office Suppliers (e.g. Office Depot, Staples) Electronics Stores (e.g. Best Buy, Radio Shack) 52 % that will shop for school supplies at an office supply store 44 50 % that will shop for electronics at an electronics store 50 % that will shop for sporting goods at a sporting goods store Sporting Goods Stores (Sports Authority, Big 5, Dick's) 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. 43 40 11  indicates statistically significant differences (95% c.i.)
  • 12. Club Stores will draw Hispanics looking primarily for school supplies The data support an inference that Hispanics look to Club Stores primarily for bulk items - in this case, school supplies. % of all Back-to-School Shoppers That Intend To Purchase Category at a Club Store Spanish-Dominant 46 Bilingual English-Dominant 44 33 22 19 20 20 17 17 17 16  16 16 16  15 16 15 Athletic equipment/sporting goods Shoes  3 School supplies Clothes Electronics 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. Books 12  indicates statistically significant differences (95% c.i.)
  • 13. Online Stores are more likely to draw Spanish-dominant and Bilingual Hispanics than English-dominant Hispanics for their Backto-School shopping plans Bilingual Hispanics are 71% more likely than English-dominant Hispanics to shop for electronics online as part of their Back-to-School shopping. % of all Back-to-School Shoppers That Intend To Purchase Category at an Online Site/Store Spanish-Dominant Bilingual English-Dominant 45 36 34  33 28 25 24 24 21  24 20 21 20 20 19 20 13 13 Books Electronics Clothes 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. Shoes Athletic equipment/sporting goods School supplies 13  indicates statistically significant differences (95% c.i.)
  • 14. 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. Only 20% of online shoppers intend to spend less this year than last. % B2S Online Shoppers: Total Spending Plans against Last Year Total Online B2S Shoppers 53 47 30 23 Will spend MORE 27 20 Will spend LESS Will spend about the same 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?. 14
  • 16. EDUCATION MARITAL STATUS 41% Married Grade school Some high school 40% Single Living with partner Separated/divorced 10% Trade or technical school Graduated from 2-year College 7% 0% 40% 20% Work part-time Self-employed/business owner 5% 9% Full-time Homemaker Retired 3% 12% Student, not employed 8% Currently unemployed Unable to work/Disabled 3% Base: All Respondents Q.D1, Q.D2, Q.D4, Q.D5, Q.D6 Post Graduate Degree NUMBER OF CHILDREN UNDER 18 YEARS Work full-time (N=502) 25% Some College, but no degree (N=502) EMPLOYMENT STATUS 5% High school graduate Graduated from 4 or 5 year College Widowed 2% 0 1 2 3 4 5 6 7 8 9 or more 41% 31% 19% 5% 2% 0% 0% 0% 0% 0% (N=502) 29% 5% 8% 20% 5% (N=502) NUMBER OF PEOPLE LIVING IN HOUSE HOLD 1 2 3 4 5 6 7 8 9 10 or more 14% 21% 23% 22% 11% 6% 2% 1% 0% (N=502) 1% 16
  • 17. HOUSEHOLD INCOME HISPANIC ORIGIN 9% 12% 14% 14% 10% 13% 7% 5% 6% 6% 5% (N=502) < $10,000 Mexican 35% Mexican American 32% $10,000 to < $20,000 $20,000 to < $30,000 $30,000 to < $40,000 Puerto Rican South American Central American Cuban Dominican 16% $50,000 to < $60,000 11% $60,000 to < $70,000 9% $70,000 to < $80,000 $80,000 to < $100,000 7% $100,000 or more 4% (N=502) BORN IN U.S. OR MOVED TO U.S. Born in the U.S. $40,000 to < $50,000 Moved here Prefer not to state LIVED IN US 1-5 20% 6-10 Born in the U.S., 68% Moved here, 32% 11-15 16-20 21-25 (N=502) Q.D7, Q.D7A, Q.D8, Q.D10 25+ 30% 17% 12% 8% 13% (N=162) 17
  • 18. INTERNET TELEVISION (A) (B) (C) Spanish only Spanish mostly Spanish and English equally English mostly English only 6% 6% 24% 29% C BCE AD 21% 7% 36% 14% A 29% 38% AD 20% 23% 28% 22% (N=502) 5% 17% 18% 22% (E) E 15% 35% 29% OVERALL (D) 9% 16% 12% (N=502) Q.D11 BOOKS, NEWSPAPERS & MAGAZINES RADIO (N=502) BCE (N=502) C 20% (N=502) 18 Upper case letters indicate significance at the 95% level. AD
  • 19. HEALTH INSURANCE CULTURAL IDENTIFICATION Much closer to Hispanic/Latino Culture 30% 60% Yes Somewhat closer to Hispanic/Latino Culture 33% No 14% Equally close to both cultures 35% Somewhat closer to U.S. Culture Much closer to U.S. Culture Prefer not to answer 10% 7% (N=502) Q.D3, Q.D9 12% (N=502) 19
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