Hispanics And E-commerce
By Jose Villa
President, Sensis Agency
Hispanics and e-commerce is a fascinating topic and one that has been covered in almost every major research report on Hispanic Internet use since 2000. Yet, it is rarely given more attention than a small section of a larger white paper or a one-off report from some research firm tangentially involved in the retail space. Why is that?It’s not because it doesn’t represent a viable market opportunity: U.S. Hispanics (according to the limited research on the topic) spend quite a bit online – $12.8 billion in 2008 with projections to reach $21.6 billion next year (JupiterResearch, 2007). That’s 11% of all e-commerce purchases (not too far below Hispanics’ percentage of the U.S. population). Read More »
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