SRC: Marketing Challenges In The Hispanic PC Market.

The hottest market segment in America today is set for high tech growth and marketing strategies. Strategy Research’s new 2002 U.S. Hispanic Market Study, will reveal the key demographic and consumer market trends that have emerged from the 2000 US Census and primary research conducted by SRC. A recent study conducted on TeleNacion SRC’s Hispanic Omnibus, between February 28 and March 7, 2001, revealed that approximately 37% of Hispanic households in five top U.S. Hispanic markets (Los Angeles, New York, Miami, Chicago, Houston) have access to a PC. Computer ownership among Hispanics in these markets increased 43%. The Los Angeles market experienced the highest growth in terms of computer ownership, a quarter million more Hispanic households have computers compared to 1999. There are now over 1.5 million Hispanic households with PC’s among these five markets.

Internet access also increased significantly. Thirty-five percent of the adults in the markets investigated (Los Angeles, New York, Miami Chicago and Houston) have access. Over three-quarters (76%) of Hispanics with a household income of over $40,000 per year have access to the Internet.

This high penetration is a combination of high PC ownership among this group in the availability on Internet access at work and school. Strategy Research will release more marketing data at the 2002 US Hispanic Market Study Seminars, `The Majority Minority, What the Future Holds:’ in Miami, September 13, at the Hilton Miami Airport; in New York, September 19, at the New York Helmsley Hotel; in Los Angeles, September 21, at the Omni Los Angeles Hotel; and in Dallas, September 25, at Le Meridien. The seminars feature presentations from Strategy Research Corporation, Latin C.E.O., The Miami Herald, Radio Unica, Hispanic Broadcasting Systems, Telemundo, Editorial Televisa, Geoscape, People en Espanol, among others. The Seminars are presented by Strategy Research and sponsored by: The Miami Herald, Latin Trade, Radio Unica, HispanicAd.com, Hispanic Market News, Business Wire, Telemundo and The Miami Heat.

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