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Connecting with the Latino Market Online
One trillion dollars.
That’s how much buying power 15 million Hispanics living in the U.S. have, according to a new Hispanic marketing trends survey commissioned by Orci (via this article at Entrepreneur.com). Latinos currently make up more than 15 percent of the population and are predicted to number 50 million after the 2010 census, an increase of 42 percent since 2000.
So, how is your business connecting with this market?
Hopefully you’re connecting with them online. A recent study by the Pew Hispanic Center (part of The Pew Research Center) indicated that Internet use among Latino adults rose 10 percentage points between 2006 and 2008 (compared to 4% for non-Hispanic whites and 2% for blacks). While the majority of the Latinos online are U.S.-born and speak English, most still strongly identify with the culture and language of their ancestors.
If Hispanics are part of your business’s target market—and chances are good that they are—think about how your business can make a stronger connection with this growing economic force. There may not be a need to communicate all of your services or offerings in Spanish, but what about having a Spanish section on your website’s home page, or a targeted landing page that welcomes Hispanic visitors?
The Scribe Source offers professional English-to-Spanish (and Spanish-to-English) document translation to help you connect with the Latino market online. Our translators are experienced working with domestic and multinational businesses for both print and media applications.
The new Spanish section for our website is in the works. Contact us if you’d like us to get started on yours too.
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