Abstract
The increasing economic power of Hispanics, their higher customer service
needs, and their interest in utility-related products and services make this
diverse, growing market an important one for many utility companies. Combining
data from a survey of Hispanic customers with an extensive review of secondary
resources, this report provides a picture of the U.S. Hispanic market and
insights into how to better serve Hispanic customers. It highlights demographic
distinctions compared to the general population, such as age, education,
income, generational differences, and language assimilation. In addition, we
report on attitudes toward utilities, customer satisfaction, service needs, use
of the Internet, and interest in utility products and services such as flat
billing, wire insurance, whole-house surge protection, and utility credit cards.
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