Forrester Research: Three Critical Factors Determine How Hispanic-Americans Buy And Use Technology; Forrester Launches Ongoing Study of Hispanic-American Technology Adoption Habits

“To understand the technology purchase decisions of the largest and one of the fastest-growing ethnic groups in the US., Forrester Research, Inc. (Nasdaq: FORR) reveals three essential factors that influence how the Hispanic-American market buys and uses technology. Based on its first survey of three thousand US Hispanic households, Forrester found that Hispanics embrace technology, but prefer portable communication and music devices over PCs, home theaters, and video game systems. While fewer Hispanics are online compared to non-Hispanics, those who do go online are more likely than other groups to engage in entertainment activities like listening to Internet radio or downloading music and movies.

Based on the survey results Forrester concluded that the Hispanic-American market — with $575 billion dollars in spending power — is more likely to consider buying technology that is culturally relevant, accommodates both Spanish and English, and is affordable….”

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