I had an interesting conversaiton with a colleague a couple of weeks ago about his venture into the online Hispanic market a couple of years ago. Essentially, he was totally convinced that the market was not lucrative due to his failure to convert his customers into the types of buyers he wanted. This isn't small company either, his former employer was a leader in their field. Does his experience mean that the market is indeed not lurative? Not at all.
His main complaint was that many Hispanic customers refused to use their credit cards online due to trust and other issues. However, according to the latest reports, including hte DMA Hispanic Spending 2005 report, 53% of hispanic direct buyers purchased with a credit card online.
I would have suggested segmenting his targets a bit more to find the segments that worked for them.
