Media & Diverse Cultures


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  

 

  

Three Keys Unlock Hispanic-American Technology Market,
Says Forrester Research
 
Forrester Research - January 23, 2006
 
To understand the technology purchase decisions of the largest and one of the fastest-growing ethnic groups in the U.S., Forrester Research reveals three essential factors that influence how the Hispanic-American market buys and uses technology. In addition, Forrester says its data clearly defines differences in online behavior -- such as using email, music and video -- between Hispanic Americans and other groups.

Based on its first survey of 3,000 US Hispanic households, Forrester found that Hispanics embrace technology but prefer portable communication and music devices over PCs, home theaters, and videogame systems. While fewer Hispanics are online compared to non-Hispanics, those who do go online are more likely than other groups to engage in entertainment activities like listening to Internet radio or downloading music and movies.

Based on the survey results, Forrester concluded that the Hispanic-American market -- with $575 billion dollars in spending power -- is more likely to consider buying technology that is culturally relevant, accommodates both Spanish and English, and is affordable.

"Given these preferences and behaviors among Hispanic Americans, companies would be smart to consider a three-pronged approach to tap into to this sizable market," said Tamara Barber, Researcher, Forrester Research. "Ideally, technology marketers, retailers, and manufacturers will fine-tune their marketing messages, cater to language differences, and when appropriate, offer low-price alternatives. All three recommendations should be employed to successfully engage the Hispanic customer." For example, businesses should:

  • Reach out to the Hispanic market with messages that resonate with their culture, such as the importance of family or the enjoyment of Latin artists in movies, music, and other media
  • Accommodate Hispanics who cite Spanish as their primary language by providing Web sites, salespeople, signage, and instructions in Spanish
  • Focus on products that attract the cost-conscious Hispanic consumer such as generic versions of big-ticket items and entry-level products

In other findings, Forrester says its data clearly defines the difference in online behavior between Hispanic Americans and other groups:

  • Forty-one percent of Hispanics visit music sites, versus 18 percent of non-Hispanics.
  • Sixty-one percent of Hispanics use email compared to 97 percent of non-Hispanics.
  • Twenty-three percent of Hispanics said they watch Internet video versus only 17 percent of other American consumers.

About the market research report

More details on Hispanic-American technology adoption patterns can be found in the Forrester report "Three Keys To Unlock The Hispanic Market," which is available to WholeView 2™ clients.