A recent survey by Luth Research/Answers Research found that digital camera sales are exploding among Hispanic customers with Internet access. "Hispanic consumers are jumping on the digital camera bandwagon. We anticipate that within 12 to 18-months Hispanic consumers will likely match non-Hispanics in their ownership of digital camera," according to Albert Fitzgerald, President of Answers Research.
"Hispanic digital camera users are more likely to share their photos with a larger number of family and friends averaging 21 people versus 18 for non-Hispanics," according to Fitzgerald. The study, which used Luth Research's SurveySaavyonline community, also indicated Hispanics share photos more frequently.
Knowledgeable sales reps in retail distribution appear to be very important in selling to the Hispanic consumer. The majority of Hispanic digital camera buyers sought information from consumer electronics stores before purchasing. Hispanics are also less likely than non-Hispanics to seek advice from friends or family members that are non-Hispanics. This could be attributed to the lack of knowledge among Hispanic friends and family who are newer to the digital camera market, the report said.