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Until very recently, even the most popular e-commerce segments could not justify running dedicated sites for the world’s largest Hispanic consumer market. In 2001, a leading US research firm called Spanish e-travel in the US a “red herring”. This perception is changing as Internet penetration moves beyond young early adopters to reach older, less acculturated, Hispanics. For the most part, the early adopters were born in the US and raised in a bilingual world. Now that more than half of Hispanics surf regularly, the Internet is reaching relatively un-acculturated Hispanics who are less than satisfied with the lack of Spanish-language content on the web.