As the Latino population in America continues to grow, companies around South Florida and the entire United States are clamoring to find the best way to reach this market and many companies are now devising strategies to reach Latinos online. According to November 2007 figures from comScore's Media Metrix, 18.1 million or 41% of Hispanics are online.
The biggest question that arises when marketing to Hispanics is what language to use - English or Spanish? The answer to that question depends on what socio-economic class of Hispanics you are trying to reach. According to Grokdotcom - " The mostly acculturated Hispanics are achievement oriented. 74% of them prefer to read online content mostly in English, 4% in both languages, and 22% don't have any preference. Partially acculturated are more into social and fan oriented. 34% of them prefer to read online content mostly in English, 12% in Spanish , 27% in both languages, and 22% don't have any preference. The relatively unacculturated are mostly oriented to family and home. 9% of them prefer to read online content mostly in English, 31% in Spanish, 41% in both languages, and 19% don't have any preference. "
While many experts in the past have advised that Latinos respond to advertising in the Spanish language, the opposite is beginning to become true as more of the Latin market is America born as opposed to immigrants. Today the US Latin community is predominantly English speaking. While the Spanish language is still an important part of the Hispanic culture, trends are showing that this market is searching online in English more than Spanish. Even websites that cater specifically to the Latin market are beginning to develop bilingual content in order to appeal to the segment of the Latin community that prefers to search online in English.
As with all types of internet marketing, online marketing for Hispanics is changing rapidly. The safest bet to reach a broad range of the Hispanic market is to develop bilingual content. To learn more about how Blue Interactive Agency can help you best position your website for whatever market you are in, visit our website today and get a free analysis of your website.
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