Hispanics love technology and they could love it even more

Here is a blogpost from the San Francisco Chronicle's "The Tech Chronicles." It highlights something the Hispanic agency industry has been saying for years. Technology companies have largely ignored the Hispanic segment especially the Spanish Dominant segment.

The post speaks about how Hispanic over-index the general market in the ownership of handheld video game devices and portable mp3 players according to a study from Forrester. The same article then lists Hispanic ownership of mobile phones and computers, where they lag the general market. However, when we take a closer look at the numbers with language preference, we see that the English Dominant and Bilinguals are much closer to the general market and it is the Spanish Dominant that really lag behind. Why, you ask?

Very simple, the Consumer Electronics companies are not targeting these consumers and missing out on the opportunity to grow their sales, up their market share and increase shareholder value. Technology was one sector identified as a laggard in spending against Hispanics in 2003 and unfortunately little has changed. See the Association of Hispanic Advertising Agencies (AHAA) Right Spend II Study here.

Disclosure: ADN Communucations is a proud member of AHAA and I serve on the Board of Directors as Chairman-Elect.

Keeping up with the Joneses

The Census Bureau released their list of the most common surnames and Smith remains number 1. However, two Hispanic names showed up in the Top 10, Garcia and Rodriguez and Martinez almost made the list but remained at 11th behind Wilson.

Garcia moved from 18th to 8th, Rodriguez from 22nd to 9th, and the number of Hispanic surnames on the Top 25 doubled to 6. Keep in mind this is all based on 2000 Census data, how different will be this be in 2010. Where do you fall on the list? Lopez is 21st, get the Top 1000 here.