A recently released report tracking technology usage in the Latino community revealed that computer hardware and software makers are missing out on a potentially lucrative market.
The eight-month study, "Buying Into the Computer Age," was conducted by the Tomas Rivera Policy Institute, a nonprofit research organization in Claremont. The group randomly polled 72 Latino residents of Orange and Riverside counties.
In Orange County, the group consisted of mostly college-educated, professional, English-speaking, native-born Latinos whose family income fell from $40,000 to $70,000. In Riverside County, the participants were predominantly working class and recent immigrants with annual incomes of about $25,000.
"We gave both groups a hypothetical $10,000 and asked them what they would buy," said Anthony Wilhelm, the study's lead researcher. "After purchasing a vacation, both groups said, their No. 2 choice would be a computer."