Hispanic Cyberstudy - AOL Advertising
Hispanic Cyberstudy - AOL Advertising
Hispanic Cyberstudy - AOL Advertising
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Everything you know is wrong<br />
Acculturation doesn’t equate with technological sophistication<br />
PC access<br />
Keep up with the<br />
latest technology<br />
Considered tech<br />
expert by friends<br />
and family<br />
Early adopter<br />
<strong>Hispanic</strong> Dominant Bicultural<br />
US Dominant<br />
100% 100% 100%<br />
29% 35% 34%<br />
41% 40% 31%<br />
41% 25% 22%<br />
<strong>Hispanic</strong>s are universally embracing new technologies regardless of their acculturation level.<br />
Furthermore, contrary to common stereotypes, the most acculturated <strong>Hispanic</strong>s are not necessarily<br />
the most technologically savvy. In fact, less acculturated <strong>Hispanic</strong>s tend to be early adopters,<br />
evaluating new formats and spreading the word in their communities.
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