June 12, 2006

Understanding Hispanic Web Buyers

Culturally Relevant Cross-Channel Marketing Lures Hispanic Web Buyers Online

by Tamara Barber

with Christopher M. Kelley, Carrie Johnson

Executive Summary (This is a document excerpt)

In the US, there are 7.6 million Hispanic Web buyers, who will each spend an average of approximately $1,200 online this year. Their demographic profile, cross-channel shopping behavior, and preference for English while shopping online make them an attractive segment that looks much like non-Hispanics. But winning their business is not a no-brainer. To attract Hispanic Web buyers, online retailers must create a multichannel experience that acknowledges Hispanic culture and the importance of price to this segment. Furthermore, online security efforts also need to be employed in Spanish and English to help online Hispanic non-Web buyers take the plunge.

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