Summary:
Hispanic Americans make up the fastest growing minority population in the U.S., and their purchasing power currently exceeds $400 billion. At the same time, the Internet has proven to be a powerful marketing tool, as Internet users generally represent better educated people with higher incomes than the average. As a great deal of overlap exists between these two variables, American companies should recognize the commercial potential of this overlap and target more of their marketing efforts accordingly.
The Hispanic-American culture in the United States is becoming increasingly important in marketing and consumer behavior. This segment has different preferences, values and attitudes towards a variety of products than "average" United States consumer. The Hispanic population in America is the fastest growing, not only the largest minority population now, but their collective purchasing power exceeds $400 billion (Mongrain). In conjunction with this, the internet has also proven to be a vital marketing tool in the last decade. Internet uses typically represent a population segment with higher incomes and greater levels of education. Two of the fastest growing marketing opportunities lie in Hispanics and users of the internet - companies must realize this potential and understand how to target the amalgamation of the two.
The demographics of the Hispanic segment reveal more than simply the growing.....
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