sites are currently under-serving 7.1 million online Hispanics.
If companies are serious about reaching this growing audience,
they need to offer Spanish-language sites.
According to a phone survey of
3,000 Hispanic adults by
Research, fifty-one percent of online Hispanics in the US
prefer to be offered Spanish-language Web sites, and 23 percent
must have Spanish online.
The survey found that forty-nine percent of Hispanic adults --
or 13.9 million people -- are online at least monthly, up from
45 percent of Hispanics last year. 61 percent of online
Hispanics have broadband at home, compared with only 40 percent
"English-language sites are currently under-serving 7.1 million
online Hispanics," said Forrester Research data researcher
Tamara Barber. "If companies are serious about reaching this
growing audience, they need to offer Spanish-language sites. Not
only does Spanish online help those who depend on Spanish for
interactions, but it also builds brand value with consumers who
can transact in English but prefer to be served in Spanish. "
Forrester defines Spanish-preferring consumers as Hispanic
online consumers who would have a more positive customer
experience in Spanish. Spanish-preferring consumers fit at least
one of four criteria, and the more criteria they select, the
stronger their preference for Spanish over English. The survey
found that more than half of online Hispanics fit into one of
the following four criteria, and 23 percent of them fit into
three or four of them;
1. Thirty-two percent of online Hispanics are more
comfortable visiting Web sites that are Spanish-language.
2. Almost 30 percent of Spanish-preferring Hispanics get
more of the information they need when using a Spanish-language
3. Twenty-eight percent of Spanish-preferring Hispanics
say they are more likely to trust companies that have
Spanish-language Web sites.
4. Twenty-six percent of Spanish-preferring Hispanics
spend at least half of their Internet time in Spanish.
More than one hundred brands were covered in the survey,
allowing Forrester to pinpoint current and untapped
Spanish-preferring Hispanics for specific brands. For example,
Forrester’s data shows that Dell has 1.5 million customers who
prefer Spanish online; Best Buy has almost 2.8 million
Spanish-preferring Hispanic customers today; and Bank of America
serves 1.3 million.
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