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Reaching America's e-Latinos: Otra Vez
by Donald A. DePalma
May 21, 2007
May 21, 2007

 
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Summary
Decades after being discovered by the U.S. census, the Latino community remains an underserved online demographic in the United States. Whether we’re discussing Spanish-language content or sites tailored to the cultural differences of Hispanics, most American retailers tend to ignore this market segment. This fact follows a pattern that we have observed repeatedly in our research over the last three years. It also underscores a basic reality of minority culture neglect that we have seen in other countries with sizable ethnic and immigrant populations. Finally, it shows that most American online retailers have yet to realize that selling to domestic, non-Anglophone consumers is a good training ground for international markets.

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Pages: 28
 

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