Hispanic online presence and buying power keeps rising

An article by eMarketer presents new data about the U.S. Hispanic population that’s online, reiterating the message of our blog post of June 18. They estimate 23 million Hispanic internet users this year—50% of the U.S. Hispanic population.

Like other consumers, Hispanics make most purchases at offline retail outlets. “But no online retailer should ignore Hispanic shoppers,” says eMarketer.

By 2013, Hispanic “buying power”—defined by the Selig Center for Economic Growth as disposable personal income—is expected to pass the trillion-dollar mark and hit $1.39 trillion.

These are numbers that are impossible for U.S. companies to ignore. Companies need to think differently about how they market their products and services, and understand the Hispanic consumer. eMarketer suggests, for example, that marketers execute campaigns in both Spanish and English, since most U.S. Hispanics are bilingual.

Click here to read the full article.