One of the subjects that is starting to get as much press as sports lately (Tiger Woods & Olympics aside) is the Census, and the rapidly growing U.S. Hispanic population, which accounts for 15% of the total US population. Knowing this, I’ve been very curious about Hispanic’s online penetration and behavior and I was very happy to come across a recent AOL study that has some wonderful insights about it.
For example:
- Hispanics are highly engaged Internet users, accessing through more devices than non-Hispanics.
- Spanish speaking Hispanics are exhibiting lead user behavior, as opposed to follower behavior.
- In the US, there was a greater percentage (58%) of Hispanics 18 and over online in 2009 than there were people over 18 online in 2002 (57%).
You can find the full study here.
As far as the general market is concerned, I came across some pretty nice numbers for online penetration:
- 69% – The percentage of American households with Internet access in 2009, according to new data released by the Census Bureau.
- 64% – Households accessing the Internet via a broadband connection.
- 5% – Households accessing the Internet via a dial-up connection.
- 90% – The share of people with a bachelor’s degree who have home Internet access.
- 57% – The share of people with no higher than a high school degree who have home Internet access.
- 80% – The share of those ages 18 to 34 with home Internet access. 79% for ages 35-44; 73% for 45-64, 42% for 65 and older, and 62% for 3-17.
Given these statistics, it is no surprise that more and more companies are taking a closer look at the Hispanic consumer. In addition to representing 15% of the total US population, Hispanic purchasing power is already estimated to be over a trillion dollars (not too shabby).
The first step many companies take in their efforts to reach Hispanics is to have a Spanish version of their marketing materials, packaging, online content, etc. The reason behind this first step has more to do with available funds rather than a proper strategy. While it is a step in the right direction, I would like to share some of the biggest hurdles when taking this first step:
- Not requesting a trans-creation vs. a translation. Many times when a translation is requested the end result is a literal translation rather a trans-creation. When you trans-create you are not only translating words, but you are also translating a message and a concept; you are ensuring that the content is relevant in language and culture.
- Not defining your goals, which would help you prioritize what must absolutely be trans-created.
- Ignoring regional nuances. Most Hispanics living in the US are Mexican or of Mexican descent; however, MOST does not equal ALL, that is the reason why a national campaign in Spanish needs to be as generic as possible for everyone to easily understand the message. For a regional campaign the Spanish should cater to the majority, i.e. take into consideration the Puerto Rican population when in New York and the Mexican when in Los Angeles.
- Not hiring a reputable vendor. Trying to cut corners to save time and money will cost you exactly that: time and money. Usually, rather than outsourcing the job, the task is handed over to someone within the company who speaks Spanish. More often that not, that person will translate (and not trans-create) the content in his/her own dialect of Spanish, immediately excluding other consumers (i.e. the translation of someone with Colombian Spanish will differ from that of someone with Chilean Spanish). The trans-creation should utilize general terminology so everyone can understand it, especially for national campaigns.
- Not properly debriefing your vendor. Do not just send an email with the content to be trans-created and wait for the Spanish version to arrive in your inbox. Have a meeting with your vendor to let them know exactly what your goals and expectations are. For example, if the consumer should be addressed formally (Usted) or informally (Tu). You should also request that they properly research the category and the terminology being used as well as checking out the competition.
- Not making sure that your have a team of at least two people: one person to translate and one to proofread.
- Not having a trustworthy person for final approval. Approving something you cannot read is signing a contract you didn’t review. The final version should ideally be approved internally by someone who speaks the language (other than the translator or translations company). Additionally, the copy will need to be approved a second time once it has been included in a layout or a voiceover has been recorded.
By avoiding these hurdles you will set the foundation for your Hispanic efforts with a solid first step.
While addressing Latinos in Spanish is a good start, it does not replace proper Hispanic marketing and advertising efforts. The Hispanic market is thought to be divided in 3 groups: Hispanic Dominant 52% (Spanish speaking), Biculturals 19% (Bilingual) and US Dominant 28% (English Speaking). As you can see, even if your Spanish advertising efforts are appropriate almost 1/3 of the market is still ignored.
This clearly shows the complexities involved in reaching the Hispanic consumer. Nevertheless, having marketing materials in Spanish is a good start; and if you make sure to avoid the hurdles mentioned earlier, you will be headed down the right path.
I’ll go into greater detail about the breakdown of the market in my next article, which will be written entirely in…Spanish!
