Data Overview Report

Understanding The Barriers To Technology Adoption Among Spanish-Dominant US Hispanic Consumers

A Technographics® Data Essentials Document

November 19th, 2010
With contributors:
Jacqueline Anderson , Tamara Barber , Erica Sorensen


With an estimated 49 million Hispanics living in the US and a projected buying power of 1.4 trillion by 2013, it is clear that market research professionals need to pay special attention to the Hispanic consumer segment. Correctly tapping into this market requires a nuanced approach, incorporating Hispanic acculturation factors such as language dominance into the analysis. This report focuses on the largest subsegment of the US Hispanic population, Spanish-dominant Hispanics, who account for 60% of the total US Hispanic market. Using data from Forrester's Hispanic Technographics® Benchmark Survey, Q2 2010 (US), this document examines the technology adoption behaviors of these unique consumers and helps market research professionals understand the barriers preventing this segment from adopting PCs, going online, and purchasing products or services online.

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