Hispanics are narrowing the gap in technology access by buying computers at a faster rate than any other group in the U.S., The New York Times reports.
Forty-two percent of the nation’s 9.3 million Hispanic households had a computer in 1999, up 68 percent from a year earlier, according to a report by Cheskin Research.
The general population increased computer ownership by 43 percent the same year, the Times says.
Felipe Korzenny, main author of the study, said Hispanics’ investment in technology is driven by “ a very strong motivation to not be left behind.”
Lack of information about technology may be as daunting as the perception of technology’s high cost, he said.
Rochelle Newman, president of a Los Angeles-based marketing firm that targets the Hispanic market, said she has never seen anything as strong as Hispanic consumers’ interest in being online.
Korzenny says more Hispanic households need computers to equalize tech access – and he suggests innovative sales methods can support low-income Hispanics with no credit history.