Archive for the ‘Research’ Category

The Hispanic/Latino mar­ket is grow­ing in size AND buy­ing power.

Span­ish is the offi­cial lan­guage in 22 coun­tries and is the third most widely spo­ken in the world (after Eng­lish and Man­darin).  In 2011 there were 165 mil­lion His­panic inter­net users, a group that grew 807% over the past 10 years.  Experts pre­dict that by the year 2050 there will be 530 mil­lion Span­ish speak­ers in the world, of which 100 mil­lion will be liv­ing in the USA.

In the US, the His­panic mar­ket is not only grow­ing in size but also in buy­ing power. Con­sider the fol­low­ing data, cour­tesy of eBiz­Me­dia and H&R block:

Rise of The Latino Consumer

Keep­ing the cul­ture alive

The major­ity of US Hispanic/Latinos keep strong ties to their cul­tural her­itage. 35 mil­lion US res­i­dents still speak Span­ish at home. The Peo­ple en Español His­panic Opin­ion Track­ing (HOT) Study found that 55% of His­pan­ics in the US are rel­a­tively ‘unac­cul­tur­ated’. This is the group that is least assim­i­lated, liv­ing cul­tur­ally iso­lated and in His­panic dom­i­nant com­mu­ni­ties.  Not sur­pris­ingly, this group responds best to com­mu­ni­ca­tion in their native language.

A mar­ket to be reck­oned with

The US His­panic pop­u­la­tion is grow­ing in size and their buy­ing power has increased at an even more stag­ger­ing rate. This com­bined data rein­forces the notion that the Latino mar­ket can­not be ignored by any US mar­ket­ing orga­ni­za­tion. Lati­nos are an inte­gral part of the US mar­ket as a whole. How­ever, to reach and engage this audi­ence, one has to con­sider the cul­tural nuances and lan­guage in their communications.

 

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Branded Trans­la­tions is a spe­cial­ized lan­guage ser­vices agency. We help orga­ni­za­tions reach mul­ti­cul­tural and inter­na­tional audi­ences through qual­ity trans­la­tion and tran­scre­ation of mar­ket­ing and adver­tis­ing com­mu­ni­ca­tions.  For more infor­ma­tion, visit BrandedTranslations.com.

 

Why lan­guage mat­ters to global marketing.

If you landed on our site, BrandedTranslations.com, you may already be con­sid­er­ing pro­fes­sional lan­guage ser­vices for local­iz­ing your mar­ket­ing con­tent, be it online or in print.

In case you’re still on the fence, think­ing about ROI and whether local­ized mar­ket­ing mes­sag­ing can  make a real dif­fer­ence for your busi­ness, con­sider this arti­cle, high­light­ing the find­ings of an inde­pen­dent study by the Com­mon Sense Advi­sory.

The study sur­veyed more than 2,400 con­sumers in eight non-English-speaking coun­tries about their online buy­ing habits and pref­er­ences. It reveals that lan­guage does mat­ter when you’re try­ing to sell to an inter­na­tional or mul­ti­cul­tural audi­ence — even if the reader is pro­fi­cient in English.

Rel­e­vant excerpts from the lan­guage study:

  • For­eign vis­i­tors spend more time on Web­sites in their native lan­guage.
    Almost 90% of peo­ple who have no or lit­tle Eng­lish abil­ity spend the major­ity of their time on sites in their own lan­guage. How about inter­na­tional vis­i­tors who can read and write Eng­lish? Even 60% of them pre­fer sites in their own lan­guage over English-language sites.
  • Most peo­ple buy from sites in their own lan­guage.
    Just 10% of the those with lit­tle or no Eng­lish make most or all of their online pur­chases from Anglo­phone Websites.If they do speak Eng­lish, the num­ber jumps to 37%. But that still means that more than 60% of those who can read Eng­lish pre­fer buy­ing from sites that are writ­ten in their native language.
  • Most peo­ple will pay more for prod­ucts in their own lan­guage.
    Nearly 65% of respon­dents who spoke lit­tle or no Eng­lish con­firmed that they would pay more for infor­ma­tion they could read in their own lan­guage. Those with Eng­lish pro­fi­ciency were split even on this proposition.

For more infor­ma­tion about trans­lat­ing mar­ket­ing and adver­tis­ing con­tent, please con­tact maarten@brandedtranslations.com.