Fueling Technology

Hispanics have fueled emerging technologies in this country for the last 5 years.

According to Simmons:

• 90% of Hispanics have a Cell Phone vs. 79% of the total population
• 80% of Hispanics Broadband Internet access is on par with the GM
• 79% of Hispanics have a Digital Camera vs. 53% of the total population
• 66% of Hispanics use text messaging

You get the picture, but why are Hispanics early adopters of technology?

Between 1994-2002 the disparity between non-Hispanic Whites (75%) and Hispanics (35%) use of the internet was so great a term was coined to describe it…do you remember the “Digital Divide”. Early thinking associated the cost of computers and complexity of using the technology, was limiting our access, and lead to a denial of information that could lead to oppression from the democratic principles our country is built on.

Profiles and patterns were used to describe the technology adoption curve like:

• Innovators – Strong desire and resources to own the latest technology
• Early Adopters – Same urge to own the latest technology but with less money
• Early Majority – The largest group who would interact with opinion leaders before adopting the latest technology
• Laggards – Limited financial resources and technology point of reference

Hispanics were widely regarded as Laggards, but what was not accounted for were other variables that were more significant in the adoption trends of Hispanics and technology in the last 5 years. At the time between 1994- 2002 there was a lack of content being created for Hispanics consumers online, opinion leaders, with knowledge of communication technologies vital to starting discussions of technologies in inner-cities were not as apparent, and complexity became a non-issue as Hispanics gained more hands on experience with computers and other new technologies. Once Hispanics realized that the perceived complexity was not a major obstacle and started understanding there was an advantage to owning the technology, and that it made life easier, we started adopting technology quickly and cost was less of a prime barrier.

So what is the new wave of technology ideas Hispanics are likely to adopt next? The Hype Cycle chart at the top for Emerging Technologies in 2009 does a good job of giving us an idea.

Ernesto Lopez

Senior Strategic Planner