Wednesday, January 12, 2011

The New Digital Divide: Latinos on Top

By Giovanni Rodriguez, ClickZ.

You gotta love Terra Networks for releasing its latest study on Latino technology adoption on the first business day of the year. The survey, which confirmed once again that Latinos are among the most tech friendly, tech savvy, and tech hungry metatribes online was sure to grab headlines and help to frame the conversation for marketers in 2011. And it has indeed framed – or reframed – the conversation about Latinos online. Thanks in part to the Terra survey, 2011 may be the year when we stop acting surprised by the "stunning" results of surveys like this one, and begin addressing the larger business, political, and social implications.

The survey, sponsored by Terra and conducted by comScore, confirmed what we know from many earlier studies and surveys. Latinos index higher than non-Latinos in practically every category that's measurable. As Terra CEO Fernando Rodriguez summarized it, Latinos are more receptive to online advertising, more open to new technology, more open to social media engagement, and more open to buying new technology devices. And, yes, Latinos outspend non-Latinos online. The Terra press release concluded: "The study shows that the digital divide is now becoming a thing of the past as Hispanics are at the forefront of embracing Internet and technology."

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