However, it's important to realize that this technology may also strengthen their cultural identity. Only a thorough understanding of how Hispanics differ, resemble, and relate to the rest of the population and the resulting opportunities have the potential to be leaders with a very loyal brand following. While brand loyalty is typically very strong among Hispanics, no one technology brand has yet predominated among this group, according to the study, meaning a strong brand has the potential to lead in this market. While Hispanic Internet users seem to prefer English language sites, they consume traditional media in equal quantities of Spanish and English, and 28 percent use Spanish online at least occasionally. Content-rich Spanish language sites may emerge as a fast growing category.
Trust issues appear to be the greatest barrier to shopping online for Hispanic adults.
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