Latinos Lead Technology Purchases In U.S.

A super duper interesting article from Advertising Age this week showed that Latinos (Hispanics) own or plan to own new technology at a higher rate than other groups. Basically, the study from Terra ComScore Ad Value Research found that when it came to fancy new technologies like Internet-enabled TV, e-book readers, iPad/tablets and 3D TV, Latinos were much more likely to purchase them than non-Latinos.

This was explained by the fact that Latinos already love to buy consumer electronics, as evidenced by the fact that they spent an average of $103.19 on e-commerce transactions during June of 2010 than non-Latinos, who only spent $90,82. And it was Spanish-dominant Latinos who spent the most, with $125.75 per transaction.

So what’s the takeaway? Well, not only are Latinos a trillion dollar market, but, it’s a mistake to assume that they’re not going to be dropping big bucks on consumer electronics — cutting edge ones, too. While this revelation kind of goes against the assumption that latte-sipping yuppies are at the forefront of technology purchases, it’s also not surprising given that Latinos — especially younger ones — have lots of money to drop.

Now, if only marketers would catch up.