Latino Briefs Digest

This monthly digest is written primarily for the staff of UC Cooperative Extension. It is produced by the staff of ANR's News and Information Outreach in Spanish (NOS) based on news reported by mainstream news media and reputable research institutions. Inclusion in the digest does not imply endorsement, nor does SBMS assume responsibility for the veracity of the information. We invite our readers to refer to the source to read more of each particular brief; we'll try to always include a link.

When it comes to targeting Latinos online, the language marketers use can mean the difference between success and failure, according to a survey by Forrester Research. English-speaking Hispanics embrace technology at higher rates than those who prefer Spanish—and even non-Hispanics, surpassing their brethren when it comes to downloading music and video, surfing the Internet and using social networking sites, Forrester’s research found. The survey "The State of Hispanic Consumers and Technology 2007" explores the way in which language influences Hispanics’ online preferences and their acceptance of both offline and online technology. The study looked at mobile phones and devices; home computers; and online via the Internet and social networking sites, entertainment, and retail and banking portals, among others. Though a number of studies and surveys in recent years have highlighted Latinos’ penchant for mobile phones and online social networking sites, the Forrester survey of 3,000 U.S. Hispanics identifies the real disparity between Spanish-speaking and English-speaking Hispanics and how much Latinos who prefer English are either very much on par, or even ahead of non-Hispanics, when it comes to technology adoption. Yet among Spanish-preferring Hispanics, which account for about 60% of the U.S. Latino population, their receptiveness and acceptance of technology tends to be “aspirational” mainly because of income limitations. For many Latinos, it’s the primary obstacle to obtaining technology, followed by accessibility issues regarding language and cultural relevance.