web statistics "Dash": US Spanish speakers growing influence online...

Friday, September 30, 2005

US Spanish speakers growing influence online...

FeedBackResearch (via Clickz) has some interesting results that will impact web designers and e-commerce sites across the US:

Relatively new to the Web, 79 percent of Spanish-speaking Hispanics have used the Internet for five years or less, but are already highly engaged in online activities. Forty-six percent of Spanish-speakers have been on the Internet less than two years, compared to the identified 17 percent of non-Spanish speakers. As the population grows, the number of Spanish-language Hispanic households accessing the Web via broadband continues to rise.
So what impact will this have? If a large slice of your target market is Spanish speaking consider updating your site to be multi-lingual. Make sure you get expert advice on the grammer and structure of your content, especially for the legal terms and conditions of your site. If your website is contunally changing make sure you build into your business processes a streamlined way of getting your content translated, uploaded and verified on your site. Also consider that physical marketing material such as flyers and business cards may need to be made multi-lingual as well...

The research also indicates that Spanish-speaking Hispanic are more likely to purchase from Spanish websites:
Spanish-language sites are the preferred channel among Hispanic online users. Sixty-nine percent of Spanish-speakers visit sites in Spanish to buy and research products. Hispanic respondents are 49 percent more likely to buy from a Spanish language site when shopping online.


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