Nielsen provides Hispanic consumer shopping behavior insights

Nielsen Homescan and Scarborough Research show that as Hispanics become more acculturated, there's less evidence of brand loyalty. For example, select brand/flavors of carbonated soft drinks shows that 33% of English language-only/preferred Hispanics met their needs with a particular cola, while nearly 70% of Spanish language-preferred homes fulfilled their carbonated beverage requirements with the identical brand. Similar trends were noted for other categories, such as laundry detergent, cereal, toothpaste and beer.

Hispanics of all language preference are heavy users of phone service, 95% more likely than the average consumer to have spent 100 dollars on long distance, and 18% more likely to have rung up a cell phone bill of 150 dollars or more during the last month. Searching for a more favorable deal, Hispanic consumers are more likely to plan on switching cellular providers during the next year, and 11% more likely to use a prepaid cellular plan.
When it comes to Internet purchases, Scarborough finds that roughly 25% of Hispanic Internet users purchased airline tickets, books and clothing/accessories online in the past year, with 6% spending more than 2,500 online during that time.

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