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Marketing Involving Hispanic Americans and the Internet
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 size, although that is one aspect which cannot be ignored. Not only is...
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This section contains 3,172 words (approx. 11 pages at 300 words per page) |
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