WHAT DIGITAL DIVIDE? Latina Shoppers are High-Speed DIGITALISTAS.
October 2, 2010
It’s time for us to dispel marketer’s perception that Latinas are for the most part un-acculturated, digital illiterates that don’t have access to the internet and that don’t act to promotional stimulus online. The 2010 Latina Shopper Study indicates that 72% of all Latinas have a high-speed internet connection AT HOME and that a whopping 31% are hard-core Digitalistas who prefer to shop online over in-store and/or use the internet to plan their shopping trips or research products online. These women tend to decide what brands to buy before they go to the store and seek recommendations from family and friends.
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