The Pew Hispanic Center released a research paper (12/22/09) on the narrowing online access gap between the Latino and white/black populations.
Latinos in America that connected to the Internet jumped ten percent between 2006 and 2008, from 54% to 64%. The increase represents a rapid rate of acceleration when compared to a 4% increase for whites and a 3% increase for blacks.
The importance of this increase in a two year period and the spending impact of the Latino market through the Internet merits serious attention by marketers. It will be one of the bright lights on the economic landscape in 2010 and beyond.
Pair the increase in Internet use with what promises to be a jaw dropping 2010 census report on the number of Latinos in the USA and a strong pattern of phenomenal growth emerges.
Challenge for marketers: Understanding and managing the many cultural nuances that can make or break a marketing effort.
Latinos in America that connected to the Internet jumped ten percent between 2006 and 2008, from 54% to 64%. The increase represents a rapid rate of acceleration when compared to a 4% increase for whites and a 3% increase for blacks.
The importance of this increase in a two year period and the spending impact of the Latino market through the Internet merits serious attention by marketers. It will be one of the bright lights on the economic landscape in 2010 and beyond.
Pair the increase in Internet use with what promises to be a jaw dropping 2010 census report on the number of Latinos in the USA and a strong pattern of phenomenal growth emerges.
Challenge for marketers: Understanding and managing the many cultural nuances that can make or break a marketing effort.
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