Convenience-store shopping is more common among Hispanics, according to The NPD Group's report, "The Hispanic Convenience Store Shopper." Hispanics overall made almost two more visits a month than non-Hispanics to major oil chain convenience stores, and nearly one more visit over a 30-day period to traditional c-stores than non-Hispanics. Level of acculturation, as measured by language acquisition (English-dominant, Bilingual, or Spanish-dominant) appears to have an impact on the frequency of visits. While Non-Hispanics average 5.7 visits a month, bilingual Hispanics shop the convenience channel an average of 9.2 times a month. The average for all Hispanics is 7.3 times a month and Spanish-only Hispanics is 6.7 times a month.
Not only do Hispanic shoppers demonstrate different values and shopping behaviors, they actually show a preference for different types of stores. So, if you're looking to connect with Hispanic shoppers (e.g., a new product launch or a reengagement with your brand), consider using the convenience channel to get their attention even if you don't typically concentrate your efforts there. Also, this study suggests that there is something about the convenience store format that appeals to Hispanic shoppers; perhaps it feels more familiar to people who are used to shopping in bodegas or mom-and-pop stores. So, you might also look at what Hispanic shoppers like about convenience stores (Spanish-speaking employees, a less overwhelming, more personal store experience) and try to replicate in other touchpoints.
"Spanish Language Usage Equates to Higher Convenience Store Shopping Frequency, Reports NPD," NPD Press Release, 6/25/12 www.npd.com/wps/portal/npd/us/news/pressreleases/pr_120625a#.T_ihvq7Pjzg