According to the US Census Bureau, the total Hispanic population increased by 3.3% up to 45.5 million people as of July of 2007.  The growth of the Hispanic population is responsible for about half the US population gains between 2000 and 2007.  However, while immigration fueled Hispanic population growth in the 1990s, native births account for the most recent surge and will remain the likely cause of growth through 2050. The Pew Hispanic Center reports that native born Hispanics made up about 56% of the Hispanic population, compared to 44% who where foreign born.

No doubt the online Hispanic population is growing as well, from 21.4 million in 2007 to a projected 29.4 million in 2012, according to eMarketer.
All of this makes the US Hispanic market online an attractive opportunity for companies looking to increase revenue and grow market share.

Language does play a major factor in reaching these potential consumers. As the US Hispanic population grows, language preference becomes a matter of choice. Many Hispanics choose the settings in which to speak/read Spanish or English, and they do so interchangeably.  Forrester Research claimed 51% of online Hispanics preferred Spanish Language Web sites and 23% required Spanish content online.

Appealing to Spanish speaking consumers can help seed brand loyalty for future generations.  Forrester data illustrates yet again that consumers who prefer Spanish content are underserved online. Their study shows 53% of Spanish-preferring consumers agreed they would research more products on the Internet if they could do so in Spanish, and 42% would buy more products online if they could do so in Spanish as well.

It makes financial sense for companies to consider creating Spanish language versions of their Web sites and developing marketing campaigns in Spanish. Even as other sectors of the US consumer economy flounder, the sheer number of current and projected US Hispanic consumers represents a huge growth opportunity. If you give Hispanic consumers the option to access information in their language of choice, you recognize their importance as part of the online consumer market. This has the potential to cement the bond between a consumer and a product (or brand) for years to come.

Another Hispanic consumer segment that should not be ignored is the English-dominant bilingual Latino who prefers to access information in English. English-dominants may identify themselves as culturally Hispanic, but do not necessarily respond to communication in Spanish. This is where cultural nuances come in to play and require a subtle, insightful integration into Hispanic targeted communications.

In a nutshell, the Internet has quickly become central in the lives of millions of US Hispanics, having emerged as a viable medium for companies to connect with this lucrative and growing segment of the US population in a cost-effective, quantifiable, and highly relevant manner.

Dan Peralta, Associate Creative Director

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