Why the hispanic market approach is a good business

"U.S. companies are rapidly realizing that a bilingual website is one of the most cost-effective ways to grow revenue and build consumer loyalty. Government organizations also recognize the need to serve citizens online, and in their preferred language.

Hispanics are already the largest minority group in the United States, and the fastest-growing demographic segment of our population. Their influence is no longer confined to just a few "border states." Hispanics now number 200,000+ in 24 states, effectively making Spanish the unofficial second language in the U.S.

When Hispanics are given a choice between an English or Spanish website:

• 80% would visit the Spanish-language website
• 76% would visit the Spanish-language website more frequently
• 72% would conduct business on the Spanish-language website
• 76% would think they are valued as a Spanish-speaking customer/citizen


Source: Independent marketing research, January-February, 2004