Some interesting research out from the Center for Hispanic Marketing Communication....
The Center found that emerging minority groups are expanding their technology ownership to a relatively wide range of new categories. This is in contrast to Non-Hispanic Whites (NHW) who tend to stick to the main trends and show little aspiration for expanding into innovations on the market.
Online Hispanics are likely to be more reachable via new technologies.
Marketers and producers of new technologies need to target their products to each of these five segments of this study—A, HE, HS, AA, and NHW individually, making use of this research and their own internal studies.
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March 28, 2008
By Dr. Felipe Korzenny
I am pleased to share with you the release of our new 2008 report analyzing our FSU DMS (an AOL Company) 2007 data. This report brings new surprises indicating that emerging minorities are more likely than non-Hispanic Whites to innovate once they are online. The implications are vast because these emerging minorities are likely to be more reachable via new technologies than the “old mainstream. ”
Please feel free to obtain the new report here: http://hmc.comm.fsu.edu
Warm wishes and regards,
Felipe Korzenny, Ph.D.
Professor and Director of the Center for Hispanic Marketing Communication
Florida State University
