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.
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