Hispanic-American consumers have $575 billion worth of spending power. Do you want to know which technology products they buy and use? What they think and feel about their cell phone service and about using the Internet for online banking, shopping, customer service, and much more?

Our Hispanic-American Technology Adoption Study (HATAS) delivers the answers to these and many other important questions about this fast-growing consumer market through rigorous, technology-oriented research.

By conducting two telephone and one online study annually — 3,000 Hispanic-American consumers per study — HATAS delivers technology trends and perceptions about:

• Device ownership — from cell phones to home networks to laptops.
• Online activities — including banking, shopping, and community activities.
• Online research activities for retail, finance, and travel — including types of goods and services researched online, what information they seek when they research online, and language preference for online research.
• Telecom behaviors — especially international calling and communications.
• TV and gaming activities — from digital video recorder use to adoption of gaming consoles.
• Psychographics and other attitudinal questions — including technology optimism, brand loyalty, and primary life motivation.
• Media brand usage — including both on- and offline media.
• Preferred Web sites and portals — featuring both mass-market and niche-oriented sites.
• Preference for Spanish-language content and marketing.
• Demographics and indicators of language and cultural preferences — including country of origin and measures of acculturation.

Conducted in Spanish and/or English — depending on the language preference of participants — the studies are representative of the Hispanic-American population aged 18 and older.

By leveraging North American Consumer Technographics® — our flagship consumer research based on more than 100,000 completed surveys per year — Forrester can help clients understand the key differences between the Hispanic market and other consumer groups. We have designed our survey instruments for the Hispanic-American Technology Adoption Study specifically to enable easy comparison with our North American Consumer Technographics data.

Forrester's Hispanic-American Technology Adoption Study will put the right data in your hands and help you use it the right way.

Reading the research and working with your dedicated Forrester data specialist enables you to create a descriptive overview or persona of the Hispanic-American consumer segments most likely to buy your products and services. Forrester research will help you:

• Profile prospective customers.
• Craft appealing marketing messages.
• Understand how consumers make decisions.
• Prioritize product and service features.
• Improve customer service.
• Strengthen your brand.
• Determine your strengths and possible weaknesses.

Forrester's rare ability to look at the impact of emerging and established technologies on a large number of consumers delivers the richest foundation for implementing smarter segmentation, branding, product development, and general marketing strategies.

• Ongoing data cut support from a dedicated data specialist.
• Banner tables (full study) with key banner points.
• PowerPoint deck with selected study findings for each wave.
• Three additional written briefs that provide insights into the Hispanic market from each wave.
• Raw data in SPSS format.

Forrester conducts primary Custom Consumer Research to deliver the smartest analysis and recommendations. Our Advisors work closely with you to understand your objectives, develop the right research methodology and survey instruments, and field them in the most rigorous manner possible.

We can develop custom segmentation and synthesize the data in the Hispanic-American Technology Adoption Study to help you gain clear, action-oriented insight to apply directly to your initiatives.

HATAS delivers quick and cost-effective access to deep and wide-ranging consumer insight. It goes beyond demographics and psychographics to uncover unconventional dimensions that drive behavior, such as technology optimism or self-directedness — traits that have a significant impact on how consumers make decisions.

You can anticipate the future with confidence, knowing that the decisions you make are based on solid Forrester methodologies and smart advice.