Saludos -

I am interested in your comments.  Thank you in advance for participating. 

If your spouse or significant other were a non-Latino online shopper, how comfortable would you be using that online purchasing behavior as a data point for how to set up an online business focused on US Latinos? 

This is a real-life question.  We launched a Latino-owned business, marketing to Latinos and we are at a checkpoint where we are looking to validate some of our early assumptions. 

We considered a range of issues: younger generations are more comfortable with technology but not necessarily the ones buying online, the social aspect of shopping and whether it is different for Latinos, the trust/security factor particularly among 1st generation online Latino users, and even language - as in Spanish, English, or Spanglish, and many others.   

In your opinion is the US Latino online consumer significantly different from other online consumers?