Abstract:

The computer age has dramatically changed the way we communicate, exchange information, and conduct commerce. Much the same way the telephone connected” people around the world, the computer and the Internet will wire the world. However, computer ownership and Internet access have widened the divide between haves and have-nots. This well-researched divide does not solely exist based on socioeconomic determinants, but also on generational and cultural factors. Utilizing Cultural Access Group's Language Segmentation scheme, this paper addresses the issues described above and provides profiles of different Hispanic market segments, not only in terms of wired versus non-wired Hispanic households, but also acculturation, socio-demographics, and technology usage. Findings will help marketers and advertisers as well as social researchers better understand and access the growing U.S. Hispanic market segment.