According to the 2010 U.S. Census Bureau the Latino population has reached the 51 million mark; by far the fastest growing ethnic group in the nation. The enormous growth of this contingent has created a tremendous amount of purchasing power. Nowhere is this more evident than in the e-commerce landscape. According to ComScore the Latino market has grown at an impressive rate of 21% in the past 12 months while the rest of the online market has declined. As Latinos become accustomed to doing research and buying products online they continue to have a large impact on online retailers. The result has been a boom in online traffic to websites that cater to the Latino market. The typical profile of connected Latinos is that of young adults with high earning potential and at least one child. So how can online retailers take advantage of this growing segment? For starters, aggressively target these consumers through online advertising efforts and creating integrated bilingual marketing initiatives that will drive traffic to their websites. The opportunity to tap into this lucrative market is evident but the biggest challenge for internet marketer is to understand the culture in order to effectively cater to it.
What else can online marketers do to improve the online experience for Latino consumers? Please share your opinions in the comments section below.