Sensis and White Horse agencies partner for groundbreaking study into how U.S. Hispanics use mobile when shopping; will share research at Hispanicize 2012

Latinos rarely – if ever — shop alone, they over-index in their use of social media and the Web and much of that usage is through smartphones.

Those are some of the research findings from a groundbreaking study conducted by agencies Sensis and White Horse on how U.S. hispanics use mobile when they shop. The marketing agencies will reveal the results of the first phase of their study at Hispanicize 2012, the third annual event for Latino trendsetters and newsmakers in social media, marketing, entertainment and innovation.

Cross-cultural advertising agency Sensis teamed with digital agency White Horse to look at how Hispanics use their smartphones in retail settings. Sensis and White Horse will release “Hispanic In-Store Mobile Experience: Social Shopping,” a study breaking down how Hispanics shop combined with their use of smartphones and mobile devices in retail settings.

“Hispanics rarely, if ever shop alone,” Sensis President José Villa said. “They also over-index in their use of social media and the Web, and much of that usage is through smartphones. This gives retailers an opportunity to craft unique experiences for their Hispanic customers. Hispanicize 2012 is the perfect place to share what we learned with our partners at White Horse.”

Villa and Sensis Analytics Director Ramiro Padilla will present the findings on Thursday, April 12 at Hispanicize 2012.

White Horse previously performed independent studies providing insight into “in-aisle” mobile experiences like comparison shopping, scanning, and product research. To take that research a step further, it enlisted the multicultural expertise of Sensis to take a focused look at Hispanics, the fastest growing segment of the U.S. population.

“The Hispanic market is significant, and since Hispanics are more likely to access the mobile Web than are general market mobile consumers, the opportunity for retail marketers is huge,” White Horse Principal Jennifer Modarelli said. “Our report is designed to help those marketers more fully serve this audience by adapting mobile experiences to their in-store social shopping behavior.”

“Hispanic In-Store Mobile Experience: Social Shopping,” which includes statistics, insight, and marketing recommendations, will be available April 12 at

White Horse is a 32-year-old, woman-owned digital agency that designs and builds user-focused Web and mobile experiences.  Sensis is a cross-cultural advertising agency “using digital thinking to reach the multicultural mainstream.”

For more information about Hispanicize 2012, visit

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