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U.S. Hispanic Market Coverage

Hispanic consumers in the US are expected to have $1.4 trillion worth of spending power by 2013*. Do you want to know which technology products they buy and use? What they think and feel about their cell phone service and about using the Internet for online banking, shopping, customer service, and much more?

Within our North American Consumer Technographics® program, we offer three annual surveys that deliver the answers to these and many other important questions about technology usage and adoption among the fast-growing Hispanic consumer market.

Our Hispanic data combine Forrester's expertise in technology research along with best-in-class methodologies to survey this hard-to-reach group. As a result, our surveys are geographically and demographically representative of the overall US Hispanic population, and data from the surveys are easy to compare between Hispanic and non-Hispanic consumers.

As with all of Forrester's Consumer Technographics data, clients work directly with a Data Advisor to request custom data cuts across any demographic, behavioral, or technology segments we cover in the surveys.

Topics Covered

• Time spent with different media and in what language
• Device and Internet adoption
• Web sites visited (e.g., portals, media brands, video and audio sites, social networking sites)
• Online activities, including video and audio, social activities, and eCommerce
• Retail spend across channels, online retailers and products
• Online product research and purchase behaviors
• Financial product ownership
• How consumers research and apply for financial products
• Online financial activities and mobile banking preferences
• Television service adoption and Spanish language TV package programming
• Pay-Per-View and Video-On-Demand adoption and activities
• Landline telephone services and usage of international phone calls
• Mobile brands and providers
• PC brands and activities
• Mobile phone features and activities
• Why “offline” Hispanics don’t go online
• Preferences for English-language for Spanish-language
• Technology, marketing, and advertising attitudes

* Source: Jeffrey M. Humphreys, “The Multicultural Economy 2008,” Terry College of Business, Selig Center for Economic Growth, University of Georgia, 2008