Add to del.icio.us     Digg this

July 31, 2008

There are currently about 23 million Hispanics using the Internet everyday, and that number is growing. In less than four years from now, it is estimated that there will be nearly 30 million Hispanics on the Web.

Lisa Phillips, analyst at eMarketer and author of the new report "US Hispanics Online and Demographics" says "the paradox is that the larger this market grows, the more fragmented it becomes."

However, from an Internet marketer's point of view, U.S. Hispanics don't constitute a true homogeneous market, at least not the kind they would hope at this point.

People with greatly varying cultures and traditions throughout Latin America often don't share the same ideas or even the same language, for that matter. Brazil is a good example of this, since it's the only country in South America that its mother tongue is Portuguese, not Spanish.

Phillips added that "language and varyings degrees of assimilation are largely defined by circumstances of age, nationality, education and household income levels."

"Due to the fragmentation within the demographic, Internet marketers may have to create multiple executions and strategies," she said.

Learning how to overcome the great challenges of reaching this diverse population could be beneficial to online marketers and Internet advertisers.

Add to del.icio.us     Digg this

Source: Marketing Trends.