Hispanics: An Untapped E-Commerce Opportunity

“While marketers and retailers increasingly focus on the $690 billion Hispanic market, little attention has been given to this ethnic group’s presence on the Web. Whereas more marketers are diverting general market ad dollars to point-of-purchase destinations online, similar overtures have not been made in minority communities. This is especially the case with the Hispanic marketplace.

For example, last year more than $3 billion was spent in targeted niche advertising toward the Hispanic population in America. However, only a small fraction of this was spent on online advertising, with the bulk going toward print, television and radio campaigns.”

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